Physical letters still work. In many sectors, they outperform email and digital ads for one simple reason: they get seen.
But results don’t come from sending any letter. Successful campaigns rely on three fundamentals. Miss one, and response rates suffer.
If you’re considering sending marketing letters, here are the three things you need in place to give your campaign the best chance of success.
1. A Well-Written Letter
The letter itself does most of the heavy lifting.
High-response letters are clear, calm, and human. They don’t shout. They don’t overpromise. And they don’t try to sell everything in one go.
A good marketing letter should:
• Be easy to read in under a minute
• Focus on the reader’s situation, not your business
• Explain why you’re getting in touch
• Ask one simple question or offer one clear next step
Here’s an illustrative example of the kind of letter a mergers and acquisitions advisory firm might send to business owners. This is fictional and for demonstration purposes only.
The goal of a letter like this isn’t to close a deal. It’s to start a conversation.
2. A List of the Right People or Businesses
Even the best letter will fail if it’s sent to the wrong audience.
Targeting is what separates effective direct mail from expensive guesswork. The more relevant the recipient, the higher the response.
Effective targeting might include:
• Business owners in specific industries
• Companies of a certain size or turnover
• Newly incorporated businesses
• Firms in defined postcodes or regions
Relevance matters more than volume. A smaller, well-targeted list will nearly always outperform a large, generic one.
3. A Cost-Effective Way to Send It
Cost is often what stops businesses from using direct mail.
Done incorrectly, sending letters can be expensive. Done properly, it can be surprisingly affordable and often cheaper than expected, even compared to digital channels.
Bulk print and post, pre-sorted mail, and managed campaigns can reduce costs significantly, in many cases to less than the cost of a standard stamp, while saving time and effort.
This is where Selectabase and our mailing services come in!
Bringing It All Together
Successful physical mail campaigns combine:
• A clear, well-written letter
• A relevant, well-targeted audience
• A cost-effective way to print and send
Get all three right, and physical mail becomes a reliable, measurable marketing channel rather than a gamble.
Ready to Send Your Letter?
Need a list of people or businesses to send this to? Enquire here
Need a quote for us to send these out for cheaper than the cost of a stamp? Enquire here
If you’d like help with targeting, printing, or sending physical marketing letters compliantly and cost-effectively, the team at Selectabase can help.
Bonus tip: don’t chase the cheapest option
One final point that’s worth considering.
Cheap data, cheap mailing, and good results rarely sit in the same sentence.
Trying to find the lowest-cost data or print provider often leads to poor targeting, compliance concerns, wasted postage, and disappointing response rates. Any short-term saving is usually lost very quickly.
Instead, Selectabase offers a premium service at a fair price, designed to save you time and money compared to buying stamps, managing print yourself, or sending mail to the wrong audience.
That includes:
• Fully compliant, highly targeted data
• Cost-effective bulk print and post
• Clear pricing with no surprises
• Practical guidance on what works
• A consultative approach so you feel confident in the decisions you make
With over 30 years of experience, proven letter guides, client testimonials (see our Google reviews), and hands-on support, we help make physical mail a reliable marketing channel rather than a gamble.
For a free, no-obligation quote, email [email protected] with your requirements and we’ll take it from there.
