How does Direct Mail Marketing work in the UK?

How Does Direct Mail Marketing Work in the UK?

There are 32 million homes and 5.5 million private businesses you can go and reach out too.

If you’re tired of fighting for attention in crowded inboxes and drowning in digital noise, direct mail might just be the marketing channel you’ve been missing.

Unlike an email that gets deleted in seconds or an online ad that’s ignored, a well-executed mail campaign lands in the hands of your recipients, sticks around, and gets read.

So, how does direct mail marketing work in the UK? Let’s break it down.

1. It Starts with Targeting the Right People

The success of any direct mail campaign starts with who you’re sending it to. In the UK, businesses typically target people using:

Customer Databases – Reaching existing customers who already trust your brand.
Purchased Mailing Lists – Finding new customers based on location, interests, or buying habits.
Geo-Targeting – Sending mail to specific postcodes for local marketing.

And here’s the kicker: unlike email marketing, B2B direct mail doesn’t need an opt-in under GDPR. That means you can get your message straight into the hands of decision-makers without fighting against spam filters.

2. Creating a Mailpiece That Stands Out

Once you know who you’re mailing, the next step is what you’re sending.

The key to success? Make it worth opening.

A few options:

Personalised letters – More trust, more impact, more response.
Postcards or flyers – Quick, bold, and straight to the point.
Dimensional mail (think boxes, gifts, or unique formats) – Hard to ignore.

Good design matters. The better your mail looks, the better it performs.

3. Adding a Call to Action That Actually Works

Getting your mail opened is one thing. Getting a response? That’s where the Call to Action (CTA) comes in.

Your CTA should be clear, simple, and easy to act on, like:

Scan a QR code to visit a landing page.
Call a number to book a consultation.
Use a discount code to drive instant sales.

The easier you make it for people to take action, the better your results.

4. Printing and Sending Your Campaign

Now for the fun part—getting your campaign out the door.

In the UK, you can send mail in different ways:

Royal Mail bulk mailing – Ideal for large campaigns at a lower cost.
Door drops – Reaching households in a specific area.
Personalised addressed mail – Perfect for B2B and high-value prospects.

The cost of postage depends on volume, format, and delivery speed, but working with a direct mail specialist (like us 😉) can save you time and money.

5. Tracking and Measuring Results

People think direct mail is hard to track, but it’s easier than you think. You can:

Use unique phone numbers to track calls.
Add QR codes or personalised URLs to monitor website visits.
Include discount codes to measure conversions and sales.

By combining direct mail with digital tracking, you get clear, measurable results.

6. Following Up for Even Better Results

Direct mail works even better when you follow up.

Call or email your best prospects after they receive your mail.
Retarget recipients with social media ads to reinforce the message.
Send a second mail piece to boost response rates.

It’s not just about sending one campaign—it’s about keeping your brand top of mind.

Why Businesses in the UK Still Use Direct Mail

With all the talk of digital marketing, you’d think print was dead. But here’s the truth:

82% of people trust printed mail more than online ads.
Mail sticks around in homes for an average of 4.4 weeks.
Direct mail response rates are 10–30x higher than email.

If you want to be seen, remembered, and acted on, direct mail delivers.

Ready to Make Direct Mail Work for Your Business?

At Print Direct Mail, we make it easy.

We’ll help you target the right people, design high-impact mail, print it to perfection, and get it delivered—at the best price.

Drop us a message and let’s get your next campaign rolling.