How to Send Direct Mail: A Step-by-Step Guide for Beginners

Direct mail might seem old. Emails fly. Ads pop up everywhere. So, it’s easy to think direct mail is done. But it’s not. It’s quietly making a comeback.

Why? Because it’s different. It’s real. You can touch it. A postcard, a flyer, a letter—they’re not just ads. They’re moments. They stick with you.

For local businesses or niche audiences, direct mail hits the mark. It’s not just relevant. It’s smart. It builds trust. People hold it, read it, and remember. Personal touches boost replies. And now? You can track it. Yes—direct mail, trackable.

Trying to stand out? Want that first impression to land hard? Direct mail helps. It opens doors. It starts conversations. It delivers results.

This guide will walk you through the basics. What direct mail is. Why it still matters in 2025. And the first steps you need to take to get going. Simple, clear, and ready for action.

What Is Direct Mail and Why It Still Works

Direct mail puts your message right into someone’s hands. Literally. It could be a bright postcard, a sleek brochure that tells a story, a flyer with a can't-miss deal, or a catalog that makes you want to keep flipping. Unlike digital ads that disappear the moment a tab is closed, direct mail sticks around. It might sit on a kitchen counter. Or end up on someone’s fridge.

Maybe it lives on a desk for days. Weeks, even. Each time they see it, your brand makes another quiet appearance. That physical touch? It lingers. It makes your message last longer. Digital often fades. Paper can stay.

Want the basics before you jump in? We’ve got you. Our guide to direct mail marketing breaks it all down—formats, personalization, targeting, and how to build a campaign that actually works.

How to Send Direct Mail?

Step 1: Define Your Campaign Objective

Before you create your first postcard or choose an address, stop. You need to get clear on one thing first: your campaign goal. This isn’t just a basic step—it’s what drives every decision after.

Start with a question. What do you want?

Is it more leads? Phone calls from interested prospects?

Maybe you want people to walk into your store—for a grand opening, a big sale, or a seasonal event.

Or maybe it’s about brand awareness. Do you want people in your area to recognize your name when they need what you offer?

You might want to win back past customers. Or keep current ones engaged. Or even promote something new they haven’t seen before.

This goal will shape everything. Your postcard design. The message you write. The offer you make. Even who you mail to—and when.

Quick Tip: For industries like dental practices, a narrow goal works best. Think:

• Attract new patients in one ZIP code.
• Get current patients to book a cleaning.
• Push a limited-time offer on whitening or Invisalign.

Get specific. Be direct. That’s how you measure success. Without a clear goal, even the best-looking postcard might not move the needle. Don’t let that happen.

Step 2: Know Your Audience

Before you dive into design, pause. Stop thinking about colors. Fonts. Logos. Ask this instead: who are you sending this to? Because that’s the real beginning. Not aesthetics. People. Real people. The ones holding your mailer. If it doesn’t feel personal, it probably won’t work. But if it does? Big difference. That’s why knowing your audience comes first. Every time.

Let’s unpack it. There are three ways you can break down your audience to make your message hit harder.

• Demographics: This is the “who.” Age. Gender. Income. Marital status. Kids or no kids. Career. Retired? Student? Parent? These details matter—a lot. Because what works for a 26-year-old first-time dad won’t work for a 65-year-old retiree planning a cruise. One wants baby wipes. The other? Travel discounts. Big difference. You speak to each one differently.
• Geographics: Where do they live? Is your store close? Are you sending to a specific zip code? Location gives you an edge. Play into it. Say “Only 2 miles away” or “In your neighborhood.” People perk up when something feels local. Familiar. Near. Even a small detail like that can hook their attention.
• Behaviors: What have they done before? Purchased something? Signed up for a class? Redeemed a coupon? Behavior gives you insight. Action = intent. If they bought once, they might again. If they clicked a past offer, maybe they’re ready now. You can send reminders, upsells, loyalty bonuses. It’s powerful. Behavior shows interest. So respond with relevance.

Got a CRM? Loyalty platform? Awesome. You’ve got gold. Use it. Speak directly to them. Change up the offer, headline, even the images. Make it theirs. Variable data printing lets you do that with ease. Tailored messages feel real—and real sells.

No data? No problem. USPS’s EDDM (Every Door Direct Mail) is made for this. You can still target by area—no names, no email list. Just neighborhoods. Want more detail? Use a list broker. You can filter by age, income, location, interests. Total precision. Even without your own data, you’re not flying blind.

Here’s the truth: knowing your audience isn’t about labels. It’s about empathy. About seeing people—where they live, what they care about, what they need right now. If your message speaks to that? It won’t just get delivered. It’ll get read. And remembered.

Step 3: Create Compelling Mail Pieces

Your mail piece doesn’t just sit there—it speaks. Loudly or quietly, well or poorly, depends on what you give it. Design isn’t fluff. It’s fuel. It decides whether your prospect pauses... or pitches it. So, here’s how to make yours irresistible:

Start with a headline that hits hard. Not weak. Not vague. Sharp. Relevant. Think: “Sick of Sky-High Bills? We’ve Got the Fix.” It should stop them cold, right in the middle of whatever they’re doing.

Next? An offer they can’t ignore. Real value. Real urgency. “25% off for 3 days only” beats “Great deals inside.” Free trials, bundles, deadlines—these move people. Be specific. Be real.

Your call to action? Make it scream action. “Call Now.” “Scan to Book.” “Claim Your Deal.” Short. Commanding. Bold. Pair it with a QR code or custom link—make response effortless.

Contact info? All of it. Don’t make them dig. Phone, site, address, socials, QR code. Clear. Easy. Everywhere they look.

Branding and layout? Tight. Cohesive. Make it feel like you. Same colors, same logo, same fonts. But don’t overcrowd. Let the design breathe. Whitespace is not wasted space—it’s a roadmap for the eyes.

Want faster responses? Add a dash of urgency. “Only 25 spots left.” “Expires Friday.” Say it. Show it. A countdown clock? Even better. People move when they feel the clock ticking.

Bottom line—your mail piece is your silent sales rep. It has seconds to make its case. Make every second count.

Step 4: Choose the Right Mail Format

Format isn’t just form—it’s strategy. It changes how your message feels, how it costs, and how it connects. Here's how to play it:

• Postcards: Fast. Cheap. Instant impact. The message is out there the moment it lands. No envelope to open. Great for sales. Reminders. Quick promos.
• Letters with envelopes? A bit more formal. A touch more serious. Especially good for B2B or high-value clients. That envelope? It adds intrigue. Personalization? Trust builder.
• Flyers and brochures: When you’ve got a story to tell or visuals to show, this is the move. Got testimonials? Product details? Lay it out. Tri-folds help keep it clean and organized.
• Dimensional mailers: Now we’re talking wow-factor. A small box. A tube. Something shaped weirdly. They feel like gifts, not ads. They cost more, sure—but they stick in memory. Use them when the stakes (and potential return) are high.

One size doesn’t fit all. A dentist, for example, might use postcards for routine reminders. A tri-fold to explain a new dental plan. And a dimensional kit to impress new VIP patients.

Match the format to your message. Match the message to your goal. And make it all feel intentional.

Step 5: Print Your Direct Mail Piece

You’ve got your design. It’s done. It looks great. Now it’s time to print. But don’t rush. The printer you pick matters—a lot. A good print job can make your mail look sharp, professional, and polished. A bad one? It might go straight into the trash.

Find a print shop that knows direct mail. Not all do. The best ones offer strong options, like these:

You’ll want nice paper. Glossy finishes pop—bright colors, sleek feel. Matte? It’s subtle, smooth, modern. Uncoated paper gives a natural, friendly look. Think of your brand and choose accordingly.

Size is a big deal. Not just how it looks, but what it costs. USPS has rules. Go with standard sizes—like 4.25" x 6" for postcards, or 6" x 9" for self-mailers. You’ll stay compliant, and your postage won’t spike.

Next, personalization. Big opportunity. Variable Data Printing (VDP) makes it happen. Imagine your customer’s name printed on each card. A special offer just for them. A QR code leading to a local deal. That’s power. That’s VDP. People pay more attention when mail feels made for them.

A lot of printers now handle the full stack—design, print, and mail. That’s convenient. Especially in fields like dental marketing. Need appointment reminders? Seasonal promos? Reactivation postcards? One vendor can manage it all. That saves you time, keeps things moving.

Step 6: Understand Postage Costs

Postage. It’s the biggest cost in most mail campaigns. If you don’t plan for it, it’ll bite. But you can control it—if you understand the rules.

First, pick your mail class:

Want speed and tracking? Go First-Class. Delivery in 1–5 days. Return-to-sender. Address corrections. More costly, yes—but worth it for urgent or personal mail.

Want savings? Go with Marketing Mail. Slower, sure—3–10 business days—but cheaper. Ideal for bulk promos or general outreach.

Also: watch your size and weight. Too big, too heavy, and prices climb fast. Add a magnet? Heavier paper? You may need a new stamp. So design smart.

Sending a lot? Good. Volume brings discounts. Bulk mail—when it’s sorted and prepped to USPS specs—costs less. Sometimes a lot less. Over 50% savings in some cases. That adds up.

As of 2025, First-Class postcards cost about $0.53 each. Marketing Mail? Around $0.20 to $0.30, depending on the details. Multiply that by thousands. It matters.

One more thing—no list? No problem. Try Every Door Direct Mail (EDDM). With EDDM, you hit every mailbox in a ZIP code or carrier route. No need to buy a list. It’s simple, and it can cut costs even more.

Step 7: Prepare Your Mailing

Before you mail anything, one thing matters most—your list. If you want results, you need to reach the right people. That’s what makes your mailing list the heart of it all. You have to get it right.

Got a customer list already? Great. It’s a start. These people know you. They’re easier to reach. But don’t just hit “print” and call it a day.

Check the addresses. Make sure they’re real and current. Use CASS and NCOA tools. If your mail bounces, you waste money. Worse—your data gets messy.

Break the list into parts. Look at where people live, what they bought, how they responded before. Use that to personalize. It works.

Clean the list. Cut duplicates. Delete dead leads. Remove anyone who’s just not interested. A smaller, focused list will beat a bloated one every time.

What if you don’t have a list? Or you want more reach? Then rent or buy one. But be careful.

Know your target. Be specific. Want wealthy homeowners in the suburbs? Or business owners in a certain ZIP? Think about:

• Where they live
• How old they are
• How much they earn
• If they own homes
• What business they’re in

Make sure the list is legit. It needs to follow privacy laws. It should be opt-in. No sketchy stuff.

No matter where the list comes from, the goal is simple. Reach the right people. Send the right message. Do it at the right time.

Step 8: Choose a Mailing Service or DIY

Now your list is ready. Your design is done. Here’s the question: do you handle the mailing yourself, or hire a pro?

Want to do it yourself? That works—sometimes. Especially for small runs or local mailings. It gives you control. But it also gives you headaches.

You’ll need to know USPS rules. And there are many. You have to presort, bundle, barcode. One small mistake? Your mail could get delayed—or disqualified from discounts.

It’s cheaper on paper. But it’ll cost you time. Lots of it. Your team has to do the prep, the sorting, the shipping. Do they have the tools? The training?

DIY does give you control. Full control. You pick the timing. The packaging. Everything. But you own the process, too. Every step.

Now, if you’re sending 500 pieces or more, or mailing often, a provider might be better. They’ll handle it all.

They’ll clean the list. Segment it. Print, fold, label, sort. Drop it at USPS. You focus on the message—they handle the mailing.

They do this every day. So they make fewer mistakes. They get better postage rates. And they finish faster.

They also give peace of mind. You’ll know the mail’s delivered. You’ll know it’s on time. You might even get tracking and reports.

So here’s the choice: DIY gives you hands-on power. A provider gives you speed and expertise. Pick based on what matters to you—control, cost, or ease.

Step 9: Track Your Direct Mail Campaign

Digital tools have dashboards. Direct mail? Not so much. Tracking it takes creativity—but it can be done, and done well.

• Start with unique phone numbers: Use a call tracking tool to assign a different number to each campaign. That way, every call tells a story—who called, when, for how long, even where they were from. You’ll know what’s working.
• Next, set up custom URLs or landing pages: Make them short, memorable, and tied to the campaign. Add UTM parameters. Now you can trace exactly where that visitor came from, what they did, and whether they took action.
• QR codes are your friend. Simple to scan: Easy to track. You’ll know what kind of device was used, where they scanned it, and when. Better yet—make them dynamic so you can change the destination later without reprinting anything.

Don’t forget about promo codes or coupons. They’re classic—and effective. Track who redeems them, when, and from where. You’ll see what offers move the needle.

Now imagine combining two or more of these. Suddenly, your campaign isn’t just running. It’s speaking to you. Showing you patterns. Highlighting strengths. Exposing weak spots.

Step 10: Measure ROI and Optimize

Once the campaign’s done—or even mid-way if you're running it in phases—it’s time to measure.

Start with response rate. How many people did something? Called, scanned, clicked, redeemed? High numbers here mean you nailed the offer and design.

Then, look at conversion rate. Out of those who responded, how many became customers? This shows how good your targeting and sales process really are.

Now, figure out cost per acquisition (CPA). Total cost divided by new customers. Printing, mailing, tools—everything. Then compare that to your other marketing channels.

Finally, measure revenue. What did the campaign actually bring in? Break it down—new vs. repeat customers, different products, or even by ZIP code.

Now ask yourself the real questions.

• Did some neighborhoods light up more than others?
• Were postcards more effective than letters?
• Did the free trial offer outperform the discount?
• Was your timing right—or should you test a different season?
• Was your audience too narrow? Or too broad?

This isn’t a one-and-done deal. Optimization is ongoing. Keep testing. Keep tweaking. Each campaign makes the next one smarter, stronger, sharper.

Direct mail done right is more than a mailer. It’s a machine. A data-driven engine for growth.

And while DIY gives you control, sometimes going pro brings scale and expert insight. Choose what fits—your goals, your budget, your team.

Why Direct Mail Is Still a Smart Investment

In today’s world of nonstop digital ads and crowded inboxes, direct mail stands out. Really stands out. While emails can get ignored and social media posts disappear in a scroll, a postcard or letter lands in your hand. You hold it. You feel it. And for a moment, it has your full attention.

This kind of physical touchpoint hits differently. For dentists. For local shops. For service providers. A well-made mail piece doesn't just send a message—it creates a moment. One that’s hard to forget. One that makes people stop.

But direct mail isn’t just about paper. It’s smart. Strategic. When it teams up with email, Facebook ads, or Google Maps, it becomes part of something bigger. A full-on marketing mix. Direct mail acts like the glue. It pulls everything together. Online and offline. Pixel and print. And when done right, it gets noticed.

The best part? It doesn’t compete with digital. It boosts it. Strengthens it. Makes your whole marketing game stronger. Because while everyone’s online, a little offline touch can go a long way.

Conclusion

Let’s recap the essentials of how to send direct mail:

• Define a clear goal and understand your audience.
• Craft compelling, well-designed mail pieces.
• Choose the right mail format and printing options.
• Understand postage costs and use targeting tools like EDDM.
• Track your campaign results and optimize future sends for higher ROI.

Direct mail remains one of the most trusted and results-driven marketing channels available—when handled strategically. Whether you're a local dentist, small business owner, or marketing leader, tapping into this medium can generate measurable growth and customer engagement.

Ready to launch your own direct mail campaign? Visit our website to get expert guidance, professional printing, and seamless campaign management customized to your goals.