How to Slice Direct Mail Costs

To make the most of your direct mail campaign, you need to ensure that the business that is generated from the direct mail is more than the cost it took to create the direct mail. In order to do that, you need to spend your time and money wisely. Here are a few ideas to use when creating your direct mail pieces that will not break the bank and will make your direct mail campaign successful:

Spend the majority of your time on the important stuff

Many marketers spend the majority of their time writing the copy and designing the layout of the direct mail piece. But that is actually not where you spend the majority of your time. Here is a breakdown of the time you should be spending on each part of the direct mail process:

50%: Creating or obtaining your mailing list
25%: Crafting your offer
15%: Designing the piece
10%: Writing copy

As you can see, your mailing list is most important in terms of time and money. You can buy lists tailored to the demographics or characteristics you want from a list broker. (Just Google “mailing list broker” to find a few to consider.) List brokers will also work with you to polish your marketing campaign and to create a list just for you.

Next you should spend time thinking of a great offer. What will make the consumer look at your direct mail piece and think “Now there is an offer I cannot refuse?” Take time to figure out what is important to your target market and what they need. Give them what they need, whether that be a free item with purchase, or a discount on something they buy regularly from you.

Eliminate add-ons

Some extra postcard and brochure printing gimmicks like peel off stickers, a free sample attachment and fancy metallic ink can work well, but they are wasted on the people who are just going to glance at your direct mail piece and throw it away. Save these fanciful extras for your current customers, or for customers who have requested more information. If you start out all fancy, you have no where to go but more fancy. If you start out simple, anything you add later will be noticed.

Do a two-step mailing

This was briefly touched on above, but basically a two-step mailing is mailing a simple postcard or direct mail package to your entire mailing list. Then, send another direct mail piece that is more expensive to those that responded to the first mailing. This way you would not waste money on those who are not interested in your product or service.

Compare outside help costs

If you plan on hiring a freelance copywriter or designer to help you create your marketing materials, compare costs. Do not always go with the most expensive person. Just because they charge more doesn’t necessarily mean they are better than the person who charges $10 less per hour.

You might even want to try putting your “project” on a freelance bidding Web site like Elance.com. Freelancers will try to win your project by bidding and you will get to see these people’s resumes and work samples, and then you can pick the person who is best suited to your needs. You can also post a free ad on Craigslist.org or by searching for “freelance copywriter” or “freelance designer” in Google. It may take more time to do the research, but you will end up with someone who can do it right the first time and maybe for a lot less than what you originally had planned.


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