Direct mail is often seen as a sales channel, but some of its strongest results come from something far more powerful: educating people and encouraging positive behaviour change. From healthcare and public services to utilities, charities and financial services, a well-designed mailing can inform, reassure and prompt action in ways digital channels often struggle to achieve.
Here’s how to use direct mail effectively when your goal is education and behaviour change rather than a simple transaction.
1. Start with a clear behavioural goal
Before you think about format or copy, define the change you want to see. That might be attending a screening, paying a bill on time, reducing energy use, updating personal details or taking part in a consultation. The more specific the goal, the easier it is to design a mailing that supports it.
2. Use clarity and structure to reduce friction
People are far more likely to act when they understand exactly what’s being asked of them. Use simple headlines, short paragraphs and bullet points to explain:
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What the issue is
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Why it matters to them
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What action they should take
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When they need to do it by
Avoid jargon and legalistic language wherever possible. If a process feels complicated, break it into clear, numbered steps.
3. Make the message feel relevant
Personalisation isn’t just about using someone’s name. It’s about showing why this message applies to them. Variable data can tailor copy based on location, age, service used or previous behaviour. A resident is more likely to respond to “Your bin collection is changing next week” than a generic waste update.
4. Use visual cues to guide behaviour
Well-designed mail uses layout and design to nudge action. Highlight deadlines, use icons to illustrate steps, and draw attention to the call to action. A well-placed QR code or short URL can take the recipient directly to the right page, reducing the effort required to respond.
5. Build trust with tone and authority
For education-based mailings, tone matters. The message should feel informative, supportive and credible — not salesy. Clear branding, official contact details and plain-language explanations help recipients feel confident that the communication is legitimate and worth acting on.
6. Support different response preferences
Not everyone wants to scan a QR code or go online. Include a phone number, reply-paid form or local contact point so people can choose the response channel that suits them. Removing barriers increases participation, especially for older or less digitally confident audiences.
7. Reinforce the message over time
Behaviour change rarely happens after a single touchpoint. A follow-up reminder or reinforcement letter can significantly improve outcomes. For example, a reminder a week before a deadline or a second invitation to a screening often lifts response rates without needing a full re-send.
8. Measure what changes, not just who responds
Success isn’t just about opens or scans — it’s about outcomes. Track attendance, form completions, payment rates or behaviour shifts before and after the campaign. This data helps demonstrate impact and refine future communications.
How Herald Chase can help
When used well, direct mail doesn’t just inform — it motivates, reassures and moves people to act. If you’re planning an education or behaviour-change campaign and want help with data, design, production or tracking, the team at www.heraldchase.com can provide a tailored plan to support your objectives.
