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How to Write Direct Mail That Drives Action for Your Startup

Summary:

Direct mail isn’t just for legacy brands. This startup-focused guide walks through designing high-converting postcards or letters—perfect for local service businesses, new SaaS tools, or niche product launches.

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Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.


Direct mail might sound like a tactic reserved for big brands with deep pockets and legacy lists. But for startups trying to stand out in saturated inboxes and digital noise, physical mail can deliver a surprisingly effective—and affordable—punch. From postcard campaigns that drive local traffic to personalized letters that start a relationship, direct mail is having a renaissance.


📬 In fact, 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want—compared to only 18% who favor email, according to the USPS Mail Moments Study.



If you’re launching a SaaS tool, a niche product, or a local service business, here’s a step-by-step approach to planning and executing a direct mail campaign that builds your brand and converts.


Step 1: Get Clear on the Goal

Start with one clear call-to-action (CTA). Are you driving sign-ups, generating leads, or promoting an event? Print offers no second chances. Unlike digital formats that allow A/B testing or hotfixes, a mailpiece is static—so make every word and design element count.


Step 2: Segment Like a Scientist

Use your business data or platforms like Salesfully’s B2B and B2C contact tools to target by geography, household income, purchase behavior, or household makeup. For example, if you’re promoting a pet care product, you might pull a mailing list from Salesfully of households with dogs or cats.


According to the Data & Marketing Association, segmented direct mail campaigns can yield a 135% ROI compared to non-targeted campaigns.

Step 3: Choose Your Format Wisely

Not all formats are created equal. Here’s a breakdown:

Format

Best For

Pros

Postcards

Announcements, quick offers

No envelope = instant visibility

Letters

Fundraising, B2B, personalized

Trusted, longer form, feels private

Catalogs

Product showcases, ecommerce

Visually rich, tactile, longer shelf life

Bonus Tip: A standard 6" x 9" postcard is often more cost-effective than a folded mailer and has a higher visual impact in a mailbox.


Step 4: Design for Readability

Use large headlines, a clean CTA, and limit your copy to one core idea. Test multiple variants before printing thousands. Tools like Canva or Adobe Express offer drag-and-drop templates built for direct mail. And USPS even has a free design checklist you can use.


Step 5: Print Smart

Print costs can add up fast. Partner with a vendor that offers batch printing, or explore Every Door Direct Mail (EDDM) through USPS, which enables geographic targeting without requiring names or addresses. Learn more about how EDDM works via this USPS guide.


The average response rate for direct mail sent to a house list is 9%, compared to just 1% for email, per the ANA 2023 Response Rate Report.

Step 6: Measure What Matters

Use personalized URLs (PURLs), unique promo codes, QR codes, or trackable phone numbers to assess performance. Matchback analysis—comparing responders to your mail list—is another way to calculate lift.


If you’re not measuring, you’re just guessing.


Suggested Timeline for Campaigns:

Phase

Task

Time Estimate

Week 1

Goal setting + audience targeting

2–3 days

Week 2

Design + copywriting

3–5 days

Week 3

Printing + mailing

5–7 days

Week 4 onward

Tracking + analysis

Ongoing

Words from the Experts:

“Direct mail still works because it’s tactile, it’s memorable, and it doesn’t get lost in a sea of unopened emails,” says Neil Patel, digital marketer and founder of NP Digital. Source


Whether you’re introducing your startup to a local community or building loyalty with early users, direct mail doesn’t have to be expensive to be effective. When done right, it can work hand-in-hand with digital to make your brand feel more human and more trustworthy.


For more data-backed insights on how to build targeted outreach campaigns, visit Salesfully’s learning hub → https://www.salesfully.com/nimble-gimmicks


Tools to Explore:



Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.


Don't stop there! Create your free Salesfully account today and gain instant access to premium sales data and essential resources to fuel your startup journey.



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