Direct Mail is a form of direct marketing in which personalised physical mail is integrated into your automated marketing processes. When it comes to capturing your audience’s attention, Direct Mail is one of the most effective tools available. Physical mail stands out in a digital-first world. And let’s be honest — you enjoy being addressed personally too, don’t you?

Want to get more out of your Direct Mail campaigns? With these five tips, you can increase both the impact and conversion of your message.

Let’s get straight to the point: the most effective way to improve conversion is by testing and optimising your campaigns. It doesn’t have to be complicated. Create two versions of your Direct Mail — for example with a different headline, call to action or layout — and send them to a small segment of your audience. Analyse the results and roll out the winning version to the larger mailing. This way, you improve conversion step by step.

Your message needs to make clear within seconds why it is relevant to the recipient. If it doesn’t, they will quickly disengage. How do you achieve this? Use subheadings, bold text or bullet points to improve readability. Challenge every sentence by asking yourself: is this really necessary?

Make it immediately clear what you want the reader to do. What is your objective? Are you trying to attract new customers, or encourage existing ones to make a repeat purchase? Use action-oriented language such as ‘order your free sample’ or ‘scan the QR code for more information’. Make sure the most important words visually stand out in your Direct Mail.

In a world dominated by digital communication, Direct Mail stands out — precisely because it is physical. This powerful marketing channel attracts far more attention than a purely online message. When combined with digital communication, it becomes even more effective. Think of adding a QR code that links to a personalised landing page, or following up your mailing with an email or SMS. With Print.one, Direct Mail can be fully integrated into your existing software and marketing automation. This makes it a natural extension of your digital strategy.

It’s not just the content of your message that matters — timing plays a crucial role too. Timing is everything. Send your mailing at a relevant moment, such as just before a promotion, a birthday, the start of a new season or a renewal point. Test different timings to discover what works best for your audience and adjust accordingly.

You may already be using personalised mail as part of your marketing automation flows. By applying these tips, you can get even more out of it. New to Direct Mail? With Print.one, you can easily send personalised cards and letters, fully automated from your own software. Through a simple API, everything is handled — from production to worldwide delivery. This saves time, reduces costs and increases the impact of your campaigns. Ideal for reaching audiences that are difficult to engage digitally. Offline, personal and effective.