Planning Your First Direct Mail Campaign: A Checklist

Your first campaign does not need to be perfect. It needs to go out, be tracked and teach you something. This checklist covers the steps in order.

1. Pick one area and one list#

• Choose a few ZIP codes you know
• Pick one list type to start, such as absentee owners
• Decide how many owners you can follow up with consistently

2. Clean the list#

• Remove duplicates
• Run address standardization and change-of-address updates
• Remove anyone who asked not to be mailed

See clean lists save postage for details.

3. Choose the format and write the copy#

• Postcard, letter or yellow letter
• One clear headline about the owner and the property
• One call to action with a phone number in large print

4. Plan the follow-up#

• Number of drops in the sequence
• Spacing between drops
• A different angle for each drop

5. Set up tracking#

• A separate number or code per drop
• A shared call log
• A date for reviewing results

6. Approve and mail#

• Check the proof: names, addresses, phone number
• Confirm the mail date
• Be ready to answer the phone

After the campaign#

Review what came in, pause what did not work and repeat what did. The second campaign is always easier than the first.