Direct mail remains a trusted channel for public sector communications. For councils, health trusts and government bodies, a well-executed postal campaign delivers clarity, reassurance and reach — especially for audiences who aren’t online or prefer paper communications. Here are practical tips to make your stakeholder mailings more effective, compliant and measurable.
Start with clear objectives
Every mailing should have a single, measurable purpose: inform residents about a consultation, invite stakeholders to a public meeting, issue a statutory notice, remind people about licensing deadlines or collect responses to a survey. Define the desired outcome up front (response, visit, registration, awareness) and design the piece around that objective.
Prioritise data accuracy and security
Public organisations often work with sensitive personal data. Clean, up-to-date address files reduce returned mail and wasted spend. Use secure transfer protocols, encrypted storage and working practices that meet public-sector procurement and data-protection standards. Always be ready to demonstrate your lawful basis for processing and the steps taken to protect citizens’ information.
Choose the right format for the message
Different objectives need different formats:
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Leaflets or single-sheet notices for council updates and practical information.
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Multi-page packs for complex consultations or benefit communications.
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Reply-paid survey forms or prepaid return envelopes for easy response.
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Personalised letters for case-specific notifications (licensing, planning, benefit decisions).
Consider readability and accessibility when selecting type size, contrast and plain-language wording to ensure your message reaches everyone.
Make it easy to respond and track outcomes
Include clear calls to action: a short URL, QR code, reply-paid form or dedicated phone line. Use unique tracking codes or PURLs to attribute responses to the mailing and feed results back into your CRM or case management systems. Tracking leads to better evaluation and evidence of public engagement.
Integrate with digital channels — thoughtfully
Direct mail doesn’t need to work alone. Use it to drive residents to online resources, video explainers or booking portals. But maintain alternative channels for those who prefer phone or paper. A blended approach improves accessibility and boosts overall engagement.
Adhere to compliance and transparency
Be transparent about why you’re contacting people and how their data will be used. Include opt-out information where appropriate and document suppression checks (e.g. Mailing Preference Service) and consent records. This supports legal compliance and builds public trust.
Plan around timing and capacity
Many public campaigns are time-sensitive — consultations have statutory windows and elections, term starts and audit deadlines cannot be delayed. Book production and postage slots early, particularly around peak periods, and work with a supplier that offers reliable turnaround and contingency options.
Design for trust and clarity
Use plain language, official branding and a straightforward layout. Citizens respond better to clear, impartial communications that explain impact and next steps. Avoid marketing jargon — focus on simple benefits, deadlines and what action is required.
Consider sustainability and cost efficiency
Public bodies are increasingly required to demonstrate sustainable procurement. Choose recycled stocks, minimal packaging and efficient postage options to reduce environmental impact and cost.
How Herald Chase can help
A mailing house familiar with public sector requirements can help with data cleansing, proofing, secure fulfilment and post-campaign reporting. If you’d like a practical review of a stakeholder mailing — from format and postage to GDPR checks and expected response — book a free campaign review with our public sector team at www.heraldchase.com and we’ll provide a tailored plan and quote.
