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With so many different direct mail marketing software solutions available, figuring out which is right for you is tough. You know you want tools to simplify the design and distribution of physical mail, such as flyers or postcards, to targeted audiences—but now need to figure out which platform is best. I've got you! In this post, I'll help make your choice easy, sharing my personal experiences using dozens of different direct mail marketing tools with brands of all sizes, with my picks of the best direct mail marketing software overall.

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Best Direct Mail Marketing Software Summary

Tools Price
Sendoso Available upon request
Stadium Available upon request
Postalytics From $199.99/month
Handwrytten From $97/month
Postal Available upon request
Reachdesk Available upon request
Postie Available upon request
PebblePost Available upon request
Bluebird.cx Available upon request
Lob No price details
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How to Choose Direct Mail Marketing Software 

When selecting software for your business, especially when considering a specialized tool such as direct mail marketing software, it's essential to approach the decision with a strategic mindset. Here’s a checklist that balances general software selection principles with specific considerations for direct mail marketing software:

  1. Features and Functionality: Identify the essential features you need and whether the software offers them. For direct mail marketing, look for capabilities such as design tools, mailing list management, segmentation, and personalization options.
  2. Scalability: Choose software that can scale with your business growth. In the context of direct mail marketing, this means the ability to handle increasing volumes of mailings and more sophisticated campaign strategies.
  3. User Interface and Ease of Use: Opt for software with an intuitive, user-friendly interface that requires minimal training. For direct mail marketing software, it should simplify campaign creation and management processes.
  4. Cost and Value: Evaluate the software's cost against your budget and the ROI it promises. Consider all costs involved in direct mail marketing software, including subscription fees, per-mail costs, and any additional charges for advanced features.
  5. Customer Support and Resources: Assess the level of customer support provided, including availability and resources like tutorials and community forums. For direct mail marketing software, support for troubleshooting mailing issues or campaign advice can be invaluable.
  6. Security and Compliance: Ensure the software meets industry standards for data security and privacy, especially important for software handling sensitive customer information in direct mail campaigns.
  7. Customization and Flexibility: The software should offer customization options to tailor its use to your specific business needs, including customizable templates and campaign triggers for direct mail marketing.
  8. Reputation and Reviews: Research user reviews and testimonials to gauge the software’s reliability and customer satisfaction. For direct mail marketing software, pay special attention to feedback on deliverability, customer service, and ease of use.

Considering these factors will help guide you to a software solution that not only fits your immediate needs but also supports your business's long-term goals, particularly in the realm of direct mail marketing.

Best Direct Mail Marketing Software Reviews

Here are my overviews of the 10 best direct mail marketing software I selected. I’ve included my reason for choosing each tool, its standout features, pricing information, and pros and cons.

Best for a broad range of mail pieces and gifts

  • Free demo
  • Available upon request
Visit Website
Rating: 4.6/5

Sendoso is a direct mail marketing software that helps businesses send direct mail, personalized gifts and experiences, branded swag, and handwritten notes to customers. 

Why I picked Sendeso: I decided to add this software to my list because of its wide array of options for corporate gifting and direct mail. You can select from tons of items from their marketplace, create handwritten notes to send out, and even choose unique experiences to give, like wine tastings and yoga classes. This makes for memorable gifts that go beyond traditional direct mail marketing assets.

In addition to managing your direct mail campaigns, you can also set up a swag store through the platform. The company will handle order fulfillment on your behalf, alleviating the complexity of launching your own online shop. Worldwide inventory management and fulfillment mean you don’t need to be restricted by your location—or your customer’s.

Sendoso Standout Features and Integrations

One key standout feature of this software is that a free plan is available. You can sign up for the freemium version directly through the website, and start sending gifts in no time. Sends are unlimited, you just need to pay for the gifts you’re sending out. The free plan includes end-to-end tracking, custom brand shop, and unlimited integrations. It’s a cost-effective option for companies doing a limited amount of direct mail marketing, small businesses, or individuals.

Integrations include Marketo, Salesforce, HubSpot, Eloqua, Microsoft Dynamic 365, Outreach, SalesLoft, Chili Piper, Calendly, Magento, and monday.com, among others. A Zapier integration is also available to unlock additional integrations with a paid plan.

Pros and cons

Pros:

  • Team of global experts for customer support
  • Campaign services included in paid plans
  • Free, pay-per-gift account available

Cons:

  • Marketplace items can be expensive
  • Navigation is a bit complex

Best for building custom gift shops

  • Free pay-as-you-go plan
  • Available upon request
Visit Website
Rating: 4.8/5

Stadium is a global direct mail marketing and gifting platform that allows you to send gifts in bulk or individually. You can select gifts from the company’s multiple brands.

Why I picked Stadium: Not only does this platform offer gifts from 6 different brands, it also has a clear and user-friendly workflow. I added it to my list because of how simple it is to set up a customized gift shop that can then be accessed by individuals or groups. You simply select a site template, choose a points value, and send points out to your recipients, who can then select a gift from the site. The shops cover plenty of gift types like snacks, swag, meal kits, drinks, and team building experiences.

Stadium Standout Features and Integrations

Standout features include the user-friendly web store builder and the freemium plan. There are tons of ready-made templates specifically designed for use cases like employee incentives and rewards, celebrations and milestones, client and prospect gifting, and even company perks. It’s quick and easy to get your gifting site up and running.

As for the free plan, you can create unlimited shops and even add custom branding without committing to a paid plan. You can even create branded merch! The only cost is the 15% platform fee, which covers fulfillment, operations, and shipping costs.

Integrations include Salesforce, HubSpot, Marketo, Zendesk, monday.com, Workday, Pipedrive, Justworks, ADP, Outreach, Groove, and Saleseloft, among others. A paid Zapier account will also unlock additional integrations.

Pros and cons

Pros:

  • Flexible pay-as-you-go model
  • Ability to add custom branding to your gifting shops
  • Large template library for easy gift shop creation

Cons:

  • Takes time to learn the platform
  • No option to send customized paper assets

Best direct mail software for marketing agencies

  • Free plan available
  • From $199.99/month
Visit Website
Rating: 4.3/5

Postalytics is a direct mail automation platform designed to streamline and enhance marketing for in-house marketing teams and marketing agencies.

Why I picked Postalytics: This platform offers tools and features to create, send, and track direct mail campaigns. I chose to include it on my list because of how it caters specifically to the needs of marketing agencies. It provides fully white–labeled assets that you can customize to the needs of your clients, and integrates with your CRM. Connecting the platform with your CRM helps you manage and automate hybrid digital and offline marketing campaigns in one place, and keep client communications organized and accessible.

Postalytics Standout Features and Integrations

Standout features that stood out to me about this software were its drag-and-drop asset builder and its advanced tracking capabilities. You can create and proof mail pieces easily and quickly with the user-friendly builder, without needing to be a graphic designer. And the intelligent mail barcodes included on mail pieces allow for delivery tracking and confirmation.

Integrations include Hubspot, Salesforce, ActiveCampaign, Zoho, Marketo, HighLevel, Klavyo, Pipedrive, Freshsales, and Nimble, among others. A paid Zapier account will unlock additional integrations, and an API is available to build custom integrations.

Pros and cons

Pros:

  • Integrates direct mail with your CRM, email, and digital campaigns
  • User-friendly drag-and-drop builder for mail pieces
  • White-labeled assets are easy to customize for clients

Cons:

  • Some design knowledge is needed to create assets
  • Available only for USA and Canada

Best for handwritten looking cards and gifts

  • Free plan available
  • From $97/month

Handwrytten is a direct mail gifting platform that specializes in sending notes and cards that appear to be written by hand.

Why I picked Handwrytten: This software offers a unique value by providing notes that are seemingly handwritten—but are in fact written by the company’s team of robots. You can select from various handwriting styles, and include gift cards for popular brands like Starbucks, Target, GrubHub, and more. Either choose a card from their bank of templates or design your own, and submit your message for their robots to write and send out on your behalf. The pricing is flexible, and you can either pay per card or get discounted rates when you send cards in higher quantities.

Handwrytten Standout Features and Integrations

The main standout feature of this platform is the ability to set up a personalized handwriting style based on your own handwriting. That’s right, for a one-time fee of $1000 the company will emulate your handwriting to create a more authentic product. And if that’s a bit too steep for you, you can have them recreate just your signature for $250.

Integrations include Salesforce, HubSpot, Shopify, CDK Global, and Make. Additional integrations can be configured via Zapier, Integrately, SyncSpider, or the platform’s API.

Pros and cons

Pros:

  • Branding-free options available
  • Tutorials and webinars available
  • Free plan with pay-per-card model

Cons:

  • Gift cards come with an additional fee
  • Limited to handwritten cards and gift cards

Best for creating custom-branded swag

  • Free demo
  • Available upon request

Postal is a global offline engagement software that gives you access to a global marketplace and lets you create custom swag to send out via direct mail.

Why I picked Postal: This platform made it onto my list because of its tools for creating branded swag to send out to customers, prospects, employees, or other target audiences. You can select from the bank of items available, and customize your swag using your logo or other graphics. Once your swag is made, you can store it in the company’s warehouses, and mail it out individually or in bulk.

As for managing your direct mail campaigns, the software also provides you with all the tools you’ll need. You can automate sending out gifts from their marketplace, custom swag, and paper marketing assets like handwritten notes. You can also manage your direct mail budgets and spend.

Postal Standout Features and Integrations

Some standout features include the account-based marketing (ABM) tools available in the software. In particular, the tracking capabilities are helpful for analyzing the effectiveness of your ABM efforts. For example, you can dig into an individual or account’s engagement and spend, and bring together data from various sources to track online and offline marketing efforts in a single place.

Integrations include HubSpot, Salesforce, Outreach, Calendly, Shopify, Microsoft Dynamics, Chili Piper, Marketo, BambooHR, and Workday, among others. A Google Chrome extension is also available, and you can access additional integrations with a paid Zapier account.

Pros and cons

Pros:

  • Unlimited sends included in all plans
  • Manage inventory in the company’s global warehouses
  • Dedicated customer support manager with all plans

Cons:

  • Not all functionality will be relevant to all users
  • Pricing information is not transparent

Best with dedicated project management services

  • Free demo
  • Available upon request

ReachDesk offers a comprehensive corporate gifting platform as well as project management and strategy services to support your direct mail marketing efforts.

Why I picked ReachDesk: In addition to the software’s global marketplace, audience targeting tools, and analytics capabilities, you’ll also be assigned a dedicated project manager when you sign up. The company’s experts can support your strategy and campaign development, gifting fulfillment, and sourcing and storing of assets. For companies with limited internal resources to manage their direct mail marketing efforts, this can be a great option to get both a software platform and an expert partner.

ReachDesk Standout Features and Integrations

Standout features include the software’s global marketplace, which offers local gifts from across the world. You can ship items to over 160 countries, and select localized options for a more personalized gifting experience. In addition to physical gifts, you can send out eGifts and virtual experiences. These include things like gift cards, thank you notes, workshops, and team building activities.

Integrations include Overview, Salesforce, Marketo, HubSpot, Salesloft, Outreach, Influitive, BambooHR, Workday, and HiBob, among others. A paid Zapier account will also unlock additional integrations.

Pros and cons

Pros:

  • Fulfillment and storage services provided
  • Plenty of self-serve help content
  • Ability to send localized gifts

Cons:

  • Reporting is somewhat limited
  • Pricing information is not transparent

Best for a friendly experience for digital marketers

  • Free demo
  • Available upon request

Postie is a direct mail marketing platform that supports your prospecting, retargeting, and customer reengagement activities.

Why I picked Postie: This software feels like a digital marketing platform, with tools to segment your audience, map out cross-channel journeys, personalize assets, and automate aspects of your direct mail marketing strategies. It also has ample tools to help you track and measure the success of your campaigns.

For those who are accustomed to digital marketing tactics, this can be a helpful tool to embark on direct mail campaigns with. Particularly, the ability to craft multi-channel campaigns that include both digital and direct mail tactics helps you create a more holistic marketing strategy.

Postie Standout Features and Integrations

Some standout features include the ability to leverage your CRM data to craft target audiences. You can build lookalike audiences based on your highest value customers, and then target those audiences with personalized, multi-channel campaigns. The platform’s analytics capabilities are also impressive, and allow you to track your ROAS and other core metrics in real-time.

Integrations are not listed by the provider.

Pros and cons

Pros:

  • Automated printing capabilities
  • Multi-channel campaign management
  • Personalization of assets

Cons:

  • Analytics tools take time to learn
  • Pricing information is not transparent

Best to inform direct mail marketing with digital insights

  • Free demo available
  • Available upon request

PebblePost is a programmatic direct mail marketing platform that helps brands execute and manage both acquisition and retention campaigns.

Why I picked PebblePost: I decided to add this platform to my list because of how it leverages digital insights to inform your direct mail strategies. The software uses online intent signals to segment prospects and existing customers that you can then target with timely, relevant direct mail marketing campaigns. You can also craft unique, personalized paper assets in the platform, and run A/B tests on marketing collateral to improve performance.

PebblePost Standout Features and Integrations

Standout features that set this platform apart are its dedicated tools to support both acquisition and retention campaigns. You can both pinpoint high-intent prospects as well as at-risk existing customers to target with direct mail. The software connects intent data from your website with customer data in your CRM, helping you better target your existing customers to re-engage them.

Integrations are not listed by the provider.

Pros and cons

Pros:

  • Ability to create highly targeted campaigns
  • Useful for both acquisition and retention
  • Leverage intent data towards direct mail strategies

Cons:

  • Pricing information is not transparent
  • Can be complex to navigate

Best to set up automated corporate gifting programs

  • Free demo
  • Available upon request

Bluebird.cx is a direct mail and corporate gifting automation software. You can connect it to your existing tech stack via Zapier to set up automated gifting programs and campaigns.

Why I picked Bluebird.cx: I decided to include this software on my list primarily for its automation capabilities. By connecting the platform with your CRM, scheduling software, or HR tools, you can easily incorporate gifting into your existing workflows and business processes. For example, you can set up an automation to send out a gift when a lead converts into a paying customer. Or, you can automatically send a new hire a welcome package when they start their onboarding.

Bluebird.cx Standout Features and Integrations

A notable standout feature of this platform is its ‘one link’ gifting tool. This is particularly helpful for when you don’t have a recipient list, or when you need to send out a gift quickly. It’s basically a way of creating a single link that multiple people can follow to redeem a gift. You can also add an expiration date to ensure gifts are redeemed in a timely manner.

Integrations include Shopify, Marketo, ShipStation, Salesforce, HubSpot, Gmail, and SendGrid. Additional integrations can be configured with a paid Zapier account.

Pros and cons

Pros:

  • Various distribution partners
  • Dedicated onboarding and training with all plans
  • Ability to send mail without knowing the recipient’s address

Cons:

  • Pricing information is not transparent
  • Integrations are mostly through third-party app Zapier

Best direct mail marketing software for sustainability

Lob is a direct mail marketing software that focuses on taking a sustainable approach to direct mail marketing, and leveraging digital technologies to manage direct mail campaigns.

Why I picked Lob: This platform made it onto my list because of its impressive automation capabilities but also because of its efforts towards sustainability. You can automate virtually every step of your direct mail campaign management with the software. It facilitates audience segmentation, connects you with a national printing and delivery network, and helps you measure your campaign performance and optimize your tactics for improved results.

When it comes to sustainability, this software provider is a leader in the domain. The mail you send through the platform is carbon neutral, from material sourcing through to disposal. Meanwhile, the company ensures that unavoidable emissions are offset, and the product is certified through Climate Impact Partners.

Lob Standout Features and Integrations

Some standout features I noted in this platform were its personalization capabilities. You can send out custom offers and tap into a customer’s purchase history to send them targeted, relevant direct mail. Another thing worth mentioning is the company’s dedication to security. The platform is SOC 2 Type 2 and HIPAA compliant, and goes through third-party audits to verify that compliance.

Integrations include Shopify, Salesforce, Marketo, JotForm, EasyPost, Simon Data, ActionIQ, Optimove, Braze, and Customer.io, among others. A paid Zapier account can also unlock additional integrations.

Pros and cons

Pros:

  • Useful and robust self-serve help center
  • Address verification helps reduce costs and improve delivery rates
  • API-based platform allows for integration with existing tech sack

Cons:

  • Analytics dashboard locked to enterprise plan Visit WebsiteOpens new window
  • Set up may require technical expertise

Other Direct Mail Marketing Software

I shortlisted other tools during my research to help you understand and choose direct mail marketing software. They’re not in my top 10 for direct mail marketing, but they are still worth checking out:

  1. PostGrid

    Best to connect with your tech stack via REST API

  2. Alyce

    Best for managing outbound B2B gifting

  3. MailChimp

    Best for managing direct mail and email marketing

  4. Contact Pigeon

    Best for multi-channel marketing campaign management

  5. RevSend

    Best for a simple and straightforward user experience

  6. Switch

    Best direct mail software with a high level of security

  7. PFL

    Best to set up event-triggered direct mail sends

If you still haven't found what you're looking for here, check out these tools closely related to digital marketing strategy that we've tested and evaluated.

Selection Criteria for Direct Mail Marketing Software

Selecting the right direct mail marketing software involves a careful evaluation of what they have to offer. Through extensive personal trials and research, I've developed criteria to guide software buyers towards making an informed decision.

Core Functionality - 25% of total weighting score:

  • Campaign design and template options
  • Mailing list management and segmentation capabilities
  • Personalization and variable data printing (VDP)
  • Integration with CRM and analytics tools for targeting and measurement
  • Compliance and address verification to ensure deliverability

Additional Standout Features - 25% of total weighting score:

  • Advanced AI-driven design optimization suggesting improvements for higher engagement
  • Integration with digital marketing channels for omnichannel campaigns
  • Automated trigger-based mailings that react to customer behavior or milestones
  • Sustainability options, offering eco-friendly printing and mailing solutions
  • Robust A/B testing tools to refine campaign effectiveness based on real-world feedback

Usability - 10% of total weighting score:

  • Intuitive dashboards that provide a comprehensive overview of campaigns at a glance
  • Simple, clear navigation paths to essential features without overwhelming users
  • Drag-and-drop design interfaces for creating mail pieces without needing design expertise
  • Quick-access templates and pre-set campaigns that facilitate rapid deployment

Onboarding - 10% of total weighting score:

  • Comprehensive training materials, such as videos and interactive tutorials
  • A variety of customizable templates to jumpstart the first campaign
  • Responsive chatbots and guided product tours to assist with initial setup
  • Community forums and webinars for learning best practices and networking

Customer Support - 10% of total weighting score:

  • Multiple support channels (email, phone, live chat) offering quick, helpful responses
  • Proactive outreach and check-ins from customer success teams
  • Access to a knowledge base with detailed guides and FAQs for self-help
  • Regular updates and communication on new features and improvements

Value For Money - 10% of total weighting score:

  • Transparent pricing models without hidden fees
  • Flexible plans that scale with business growth and mailing volume
  • Comparative analysis of feature sets against price points among competitors
  • Free trials or demo versions that allow hands-on evaluation before committing

Customer Reviews - 10% of total weighting score:

  • Overall user satisfaction and how well the tool meets stated needs
  • Specific feedback on reliability, deliverability rates, and customer service responsiveness
  • How frequently users encounter bugs or issues and the support team's effectiveness in resolving them
  • Long-term value and impact on campaign results, as reported by users

Direct mail marketing tools should not only boast an attractive user interface but also facilitate an experience that empowers users to launch, manage, and analyze campaigns with ease and precision.

Here are some trends I’ve noticed for direct mail marketing technology, plus what they might mean for the future of the marketing industry. I sourced countless product updates, press releases, and release logs to tease out the most important insights.

  • Automation and Integration: A significant trend is the enhanced automation of direct mail processes, tightly integrated with digital marketing platforms. Tools are now offering more sophisticated triggers based on customer behavior across digital channels, ensuring a seamless omnichannel experience. This shift underscores the need for a unified marketing approach, blending digital precision with the tangible impact of physical mail.
  • Personalization at Scale: Rapid advancements in variable data printing (VDP) technology allow for unparalleled customization. Marketing professionals can now craft highly personalized mail pieces at scale, responding to the demand for more tailored customer experiences. This feature is evolving quickly, reflecting the growing expectation for personalization in all marketing communications.
  • Eco-friendly Options: The introduction of eco-friendly printing options and materials represents both a novel and increasingly demanded feature. As environmental concerns become more pressing, marketers are looking for ways to minimize their ecological footprint while still reaching their audience effectively.
  • Augmented Reality (AR): Perhaps the most unusual yet captivating feature is the integration of AR with direct mail. By bringing a static mail piece to life through digital overlays, marketers can create an immersive experience, bridging the gap between physical and digital realms. This novel functionality hints at the future of interactive marketing campaigns.
  • Focus on Quality over Quantity: There's a noticeable shift towards prioritizing high-quality, impactful mail pieces over mass mailings. This reflects a deeper understanding of direct mail's role in building brand value and forging lasting customer relationships, rather than just a tool for broad outreach.

By embracing these advancements, marketing professionals can better navigate the challenges of reaching and engaging their audience in meaningful ways, ensuring that each campaign delivers both on innovation and impact.

What is Direct Mail Marketing Software?

Direct mail marketing software is a tool that assists businesses in creating, sending, and tracking physical mail campaigns. The purpose is to streamline the process of designing mail pieces, managing mailing lists, and automating the distribution of materials like brochures, postcards, or catalogs. This software often includes features for targeting specific demographics, personalizing content, and analyzing the effectiveness of campaigns through response tracking.

Features of Direct Mail Marketing Software

Beyond the core functionality outlined above, here are some more specific features I kept an eye out for in my research:

  • Asset creation tools: Templates and other tools to help you craft assets like swag, mail postcards, flyers, and digital assets.
  • Direct mail services: The ability to send out mail pieces, either via the platform provider or postal services partnerships.
  • Mail tracking: Tools to help you track mail pieces like address verification and delivery confirmation.
  • Digital marketing tools: Email marketing features, landing page builders, and marketing automation tools to help you manage your digital marketing strategy.
  • Workflow automation tools: The ability to create customized workflows and automate certain tasks, speeding up processes.
  • Reporting and analytics: Dashboards to help you monitor KPIs like delivery rates, response rates, and conversion rates in real-time.

Benefits of Direct Mail Marketing Software

Direct mail marketing software offers a unique blend of traditional and digital marketing tools, empowering users and organizations to connect with their audience in a personalized and impactful way. Below are five primary benefits of utilizing direct mail marketing software for users and organizations.

  1. Enhanced Personalization: Software allows for customized messages that resonate more deeply with recipients. By leveraging data analytics and segmentation capabilities, businesses can create tailored mail pieces that address the specific needs and interests of their audience, significantly improving engagement rates.
  2. Increased ROI: With precise targeting and personalization features, direct mail marketing software can help businesses achieve a higher return on investment. By sending mail only to those most likely to be interested in the offer, companies waste less money on uninterested parties and see better results from those they do reach.
  3. Efficient Campaign Management: Streamlines the process of creating, executing, and tracking direct mail campaigns. The automation of repetitive tasks, such as address verification and mail sorting, saves time and reduces the likelihood of human error, making campaign management more efficient and effective.
  4. Seamless Integration with Digital Marketing Efforts: Offers the ability to create a cohesive marketing strategy across multiple channels. By integrating direct mail campaigns with digital marketing efforts, businesses can enhance customer experiences and touchpoints, ensuring a consistent brand message and increasing the effectiveness of their overall marketing strategy.
  5. Measurable Results: Provides tools for tracking and analyzing the performance of direct mail campaigns. With built-in analytics, businesses can measure response rates, conversion rates, and overall effectiveness, enabling them to make data-driven decisions and continually optimize their direct mail strategies.

Direct mail marketing software bridges the gap between traditional and digital marketing, offering a synergistic approach to reaching and engaging customers.

Cost & Pricing for Direct Mail Marketing Software

Direct mail marketing software has become an indispensable tool for businesses looking to add a personal touch to their marketing strategies. For those new to direct mail marketing software, understanding the available plans and what each includes can help make an informed decision that aligns with your marketing objectives and financial constraints.

Plan Comparison Table for Direct Mail Marketing Software

Plan TypeAverage PriceCommon Features
Basic$20 - $100/monthAccess to design templates, basic mailing list management, standard reporting, and customer support.
Professional$100 - $500/monthEnhanced design options, advanced mailing list segmentation, A/B testing capabilities, and API access.
Enterprise$500 - $2000/monthCustom design services, dedicated account manager, comprehensive analytics, and integrations.
Free$0Limited access to design templates, basic mailing list management, and standard reporting.

When exploring direct mail marketing software options, it's crucial to consider both the scope of your marketing campaigns and your budget. As your needs grow, moving to a paid plan can unlock more powerful features and capabilities, enabling more sophisticated and effective marketing strategies.

Frequently Asked Questions

Are you still trying to understand how direct mail marketing software can amp up your in-house direct mail marketing processes? Here are answers to some frequently asked questions that should help:

What is Direct Mail Marketing?

Direct mail marketing involves sending mail pieces and physical merchandise to leads, prospects, new customers, or other targeted audiences. It’s a form of direct marketing where you can promote your brand, products, or services to specific or segmented groups of people.

What are Some Examples of Direct Mail Advertising?

Direct mail advertising can be done in many ways. Businesses might send out flyers, brochures, gifts, postcards, newsletters, custom merchandise and swag, catalogs, dimensional mail, newsletters, gift cards, or other items. Here are a few real-world examples of direct mail advertising:

  • A real estate agency distributes flyers advertising their services in neighborhoods where they’ve worked.
  • A new small business advertises in their location using every door direct mail (EDDM) delivery of coupons.
  • A media outlet sends out bulk mail to their subscribers annually, thanking them for their dedicated readership.
  • A professional services provider runs a corporate gifting campaign to show gratitude for their long-time clients.
  • An ecommerce business sends out swag or merchandise to new affiliate marketing partners to promote their products.
  • A startup sends a handwritten, personalized follow-up note to potential investors they’ve met with.

Is Direct Mail Marketing Still Relevant?

In 2023, direct mail marketing might seem at first like a thing of the past. But just as digital marketing strategies have evolved, so, too, have direct mail marketing tactics. Here are some things to keep in mind when integrating direct mail tactics into your marketing strategy:

  • Consumers expect personalized experiences. Bulk mail sends of generic flyers likely won’t wow large groups of potential customers. But curated, customized mail pieces have the potential to feel extra meaningful in today’s digital-first world. For example, a handwritten thank-you note or invitation.
  • Eco-responsibility is top of mind for many consumers. Select corporate gifting options that are consumable, exchangeable, or spendable as much as possible (think: food and beverage, household items, gift cards, etc.). Ensure packaging, mailers, and any paper assets are recyclable and consider how you’re offsetting any carbon footprint, or seek out postal services that account for that.
  • Be mindful of the demographics you’re targeting and craft your mailing lists carefully. Sweeping campaigns that promote brands, products, or services to the wrong target audience can do more harm than good. And be sure to have tracking methods in place to help you measure the ROI of your efforts!
  • Don’t be afraid to bridge the gap between digital and physical marketing. Things like QR codes, discount codes, and physical gifts with a follow-up email campaign can be super effective. Monitor the performance of your digital marketing and direct mail marketing as well as the relationship between them.

Does Direct Mail Marketing work?

Like any type of marketing campaign or strategy, direct mail marketing works as well as you plan it. Research your target audience, strategize your approach, and choose your tactics wisely. Most importantly, be sure you have all the best tools in place to support your direct mail campaigns and monitor their success.

How can direct mail be integrated into a multi-channel marketing strategy?

Integrating direct mail into a multi-channel marketing strategy enhances your outreach by creating a cohesive customer experience across digital and physical platforms. Start by aligning your campaign’s messaging and visuals across all channels, ensuring consistency. Use direct mail to complement digital efforts; for example, follow up an email campaign with personalized direct mail that reflects the recipient’s digital interactions. This synergy not only increases brand recall but also allows for a seamless customer journey, leveraging the strengths of each channel for maximum impact.

How does seasonality affect direct mail marketing campaigns?

Seasonality plays a significant role in direct mail marketing, influencing both the timing and content of campaigns. During peak seasons like holidays, consumers are more receptive to promotional offers, making it an ideal time to send out direct mail with special deals or exclusive coupons. Conversely, understanding off-peak seasons can help in planning content that keeps the audience engaged, such as newsletters or brand updates. Tailoring your direct mail strategy to leverage seasonal opportunities can significantly boost engagement and conversions.

What are the environmental impacts of direct mail marketing?

The environmental impact of direct mail marketing primarily revolves around paper use, energy consumption, and waste generation. However, many organizations are seeking to minimize these impacts by adopting eco-friendly practices, such as using recycled paper, optimizing mailing lists to reduce waste, and employing sustainable printing techniques. Additionally, digital printing technologies have evolved to reduce energy consumption and chemical use. Marketers are increasingly aware of these impacts and are taking steps to ensure their direct mail campaigns are as environmentally friendly as possible.

How can direct mail marketing be personalized without invading privacy?

Personalizing direct mail marketing without invading privacy involves balancing targeted content with respect for consumer data protection. Begin by using data responsibly; obtain consent and employ data minimization principles, using only what’s necessary to craft relevant messages. Leveraging segmentation and predictive analytics can help tailor content without needing overly personal details. Moreover, transparency about data use and offering easy opt-out options build trust. Personalization should enhance the customer experience by making them feel valued and understood, not watched.

Additional Marketing Software Reviews

If you're looking for another type of marketing software, here are some other reviews from experts at The CMO:

The Takeaway

Direct mail marketing is making a comeback as an effective way to establish meaningful relationships with your brand’s leads, clients, and customers. And the right direct mail planning and automation platform can help your team succeed with this tactic. Hopefully one of the tools on this list will be the perfect fit for your business needs. And with any luck, you learned more about how to implement an effective direct mail marketing strategy.

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Stephanie Hood
By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.