Mailshot Marketing

Mailshot – Hub and Spoke

In News by olga

A mailshot is an excellent way of reaching business customers in a way which is modern, efficient and cost-effective but to get it right takes a lot of planning and organisation.

It’s possible to manage a mailshot in-house but getting the help of professional printing services such as Baker Goodchild cannot just ensure that the final result is of the highest possible quality, but also relieves the stresses and strains of organising it yourself.

Here’s a look at everything you need to know about a mailshot and answers to some of the most commonly asked questions.

Why run a mailshot campaign?

Mailshots have been used successfully in marketing campaigns for many years and with the evolution of technology, it might seem surprising that mailshots are still one of the most popular means of connecting with customers.

There are many benefits of a mailshot campaign, however, research has shown repeatedly that a mailshot is the preferred method of communication for the majority of customers. Having something they can physically hold and look at rather than just an electronic message is still extremely popular, with many customers holding onto the mail for some time after receipt.

Compared to other methods of communication, mailshots offer a much greater ROI so make a very sound investment, as well as being time-efficient too. The savings can be increased even further by using the services of Baker Goodchild. We estimate that we can slice off around a fifth of the costs of printing, organising and managing your mailshot campaign in-house.

The modern mailshot

Mailshots have changed a lot since they were originally introduced and the most effective campaigns are those which blend technology with more conventional methods.

Although customers have said that they prefer receiving mailshots to other types of communication, there’s nothing to stop you enhancing what you send out. In fact, in other studies customers have said that they prefer to receive mailshots which have been personalised in some way.

The simplest way to start is to add their name as a greeting rather than relying on a generic opening. This can differentiate your high quality mailshot from the “junk mail” that often circulates.

But using digital technology means that you can offer far more personalisation than simply a well addressed mailshot. The very best campaigns personalise the content to be relevant to the past purchases of the customer.

QR codes, Near Field Communication and Augmented Reality can all be easily incorporated into the design of a mailshot. This enables the customer to access information about your company online and easily download product details, or could allow them to make the most of discounts of special offers. This could either be available online or retrieved when they visit a physical store.

It is true that mailshots have been around for a long time but the secret of their enduring success is the way in which they’re still being transformed to meet the modern needs.

Content is king

When you’re planning what to write your mailshot, don’t skimp on quality; it’s important to have a clear idea about what you want to say to your customers and how you’re going to present it.

A bad mailshot is worse than not doing one at all so you’ll need to take some time to properly plan not just the message your want to convey but the way in which you do so. Writing good content for a mailshot is a special skill and requires an understanding of how to get your message across quickly and succinctly without losing any of the meaning.

There are many different dimensions of mailshots available and this can help to make the content really pop out. Using colour and texture is another good method of drawing attention to your mailshot and also helping to enhance the content.

Don’t save your best lines until the bottom of the text; unlike other types of writing, you’ll need to be punchy and make sure you secure the attention of the customer straight away.


A mailshot is the perfect opportunity to provide your customer with the chance to have a better reason to shop with you and in doing so increase the mailshot conversion rates.

Whether it’s offering them a discount, or the chance to snap up a limited offer, a mailshot can really galvanise a customer into action if the incentive is there.

Make sure you provide a very clear message about exactly what’s on offer, and also how they can receive it. Provide your contact details and be explicit in how the customer can contact you. It may sound obvious but by inviting your customer to get in touch, you’re sending out a subliminal message and ensuring they’re left in no doubt about what to do next.

Professional services

There is every possibility that you could manage your own mailshot in house but if you opted to use professional printing services instead, you could not only save a lot of work, but shrink your budget too.

Baker Goodchild on average can slice 20% off the cost of managing a mailshot campaign, and with our high volume printing capacity, can meet even short deadlines. With printing around the clock and a long history in providing printing services, we can make the job much easier for you.

When you choose to use a professional mailing house you won’t need to worry about ordering in the consumables or having extra staff to organise the print run out of hours. The whole process is taken care of by experts who manage millions of printed items for companies all year long.

You might not know what to expect when you use a mailing house but you can be sure that you’ll get a quality service and a bespoke package when you use Baker Goodchild. Get in touch with us today to discuss how we could help you with your next mailshot campaign.

Image Credit: Nick