A clear brief saves time, cost and confusion — and it helps your mailing house deliver a campaign that actually meets your goals. Whether you’re working on a prospectus drop, a loyalty mailer or a multi-piece welcome pack, these practical steps will make your brief useful, actionable and procurement-friendly.
1. Start with the objective
State the single most important goal: drive open-day registrations, increase renewals, re-activate lapsed donors, or boost footfall for a store launch. Be specific and measurable — “increase renewals by 8% in Q4” is far more useful than “improve retention”.
2. Describe the audience
Who will receive the mail? Give size, source and any segmentation: postcode areas, age bands, course interest, donor tier, lapsed vs active, CRM IDs. Include where the data is stored and any known quality issues (duplicates, missing postcodes).
3. List the deliverables
Be explicit about format and quantity: A5 postcard (10,000), DL letter + brochure pack (2,500), personalised PURLs, or door-drop flyers (25,000). If you need sample packs, say so.
4. Include creative & production specs
Attach artwork or state whether design is required. Give print specs (single/double sided, paper stock, pantone numbers, finishes), required proofs (digital/physical) and whether you need a 2× retina file or SVG. If you expect variable data printing, detail which fields are variable.
5. Define postage, timing & delivery
State your preferred postage class (first class, bulk, tracked), required delivery window and any hard deadlines (term start, event date). Ask the supplier to confirm lead times and contingency options for peak periods.
6. Set a budget or ask for options
If you have a budget, include it. If not, ask for three priced options (economy, balanced, premium) so you can see trade-offs between cost and impact.
7. Explain compliance & data handling
State your lawful basis for processing, required suppression checks (MPS), GDPR expectations, encryption for transfers and any contract/DPA requirements. If content contains sensitive info, note that a DPIA may be needed.
8. Define tracking & reporting needs
How will you measure success? Request PURLs, QR codes, unique promo codes or dedicated phone numbers and specify the reporting cadence (daily during drop, final report with cost-per-response). Ask for sample reports so you know what to expect.
9. Note logistical & value adds
Mention storage, pick & pack, fulfilment windows, sample approval process and any hand-finishing requirements. If sustainability matters, flag FSC stock, recycled paper or minimal packaging options.
10. Add contact details & sign-off process
Name the campaign owner, approvers, and preferred communication channel. Include deadlines for approvals and who signs off artwork and proofs.
Quick briefing checklist (paste into your brief):
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Objective & KPIs
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Audience & list details (size + source)
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Formats & quantities
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Creative files or design brief
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Print spec & finishes
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Postage class & delivery window
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Budget or options requested
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GDPR / suppression & security needs
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Tracking methods & reporting
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Approvals, contacts & timelines
How Herald Chase can help
A well-written brief makes your supplier a partner, and removes any assumptions. If you’d like a template or help turning this into a campaign brief for your next mailing, book a free campaign review with our team at www.heraldchase.com — we’ll convert your goals into a practical, plan and timescale.
