Event direct mail is an addressed invitation, usually a postcard, sent to people near your venue or on your guest list. It works when it arrives early enough to plan around and clearly shows the date, place and how to book.
Overview
A printed invitation is easy to keep, pin to a fridge or noticeboard, and come back to on the day. That makes it well suited to openings, open days, seasonal events, talks and launch nights.
Timing is the main difference from other campaigns. Postal timings are not guaranteed, so plan for the mail to arrive well before the event and keep booking open until the day.
When to use it
How to start, step by step
- Set the send date backwards. Work back from the event and leave time for printing, approval and postal delivery.
- Pick the audience. Households and businesses around the venue, or your own customer list, depending on the event.
- Lead with date, time and place. Make them readable at a glance, then one line on why it is worth coming.
- Make booking simple. A short URL or QR code to a booking page, plus a phone number for those who prefer to call.
- Count responses. Ask "how did you hear about us" on the booking form or use a code on the invitation.
Which format to choose
| Use | Format | Why | From, per item |
|---|---|---|---|
| Local open day or launch | Postcard — A5 landscape | Big, clear date and map area. | £2.20 |
| Formal or invitation-only event | Postcard — A5 enveloped | Envelope feels like a real invitation. | £2.20 |
| Programme or multi-session event | A3 to A5 Enveloped | Space for a schedule and details. | £2.45 |
Prices come from the live AutoLetters price list. They include printing and UK postage, are the same at any quantity, and have no VAT added because AutoLetters is not VAT registered.
Worked example
Illustrative scenario, not a customer case study. A new gym posts 1,000 open-day invitations to addresses around its site. The postcard shows the date and a QR code to book a free session.
1,000 × Postcard — A5 landscape at £2.20 each = £2,200.00, printed and posted.
Response depends on your list, offer and timing, so we do not quote response rates. Measure your own with a unique code or web address.
Mistakes to avoid
- Posting too close to the event date.
- Hiding the date and venue in small print.
- No booking link, so interest cannot be measured.
- Expecting door drops; every item must be addressed.
Preparing artwork that prints correctly
Every format has a trim size, a bleed area and a safe zone. Extend background colours and images into the bleed so no white edge appears after cutting, and keep text, logos and QR codes inside the safe zone. Use images at 300 DPI at printed size, and leave the address area clear, because the printer adds the recipient's address there. Each product page lists the exact supplier measurements, and Lenny checks uploaded artwork against them before you approve it.
Building a list you can use
You can send to a list you already hold or to an audience of UK addresses built around a postcode. If you use your own list, include only people you have a lawful basis to contact by post, remove anyone who has asked not to hear from you, and keep a record of where the data came from. The Information Commissioner's Office publishes guidance on direct marketing under UK GDPR. Check that every address is complete and current: incomplete addresses cost money and do not arrive.
Measuring the result
Decide how you will count responses before you send. A unique discount code, a short web address, a dedicated phone number or a simple “how did you hear about us?” question all work. Divide the campaign cost by the number of responses to get a cost per response, then compare it with your other marketing. Where you can, hold back a small group from the mailing, so you can see how many of them would have responded anyway.
How AutoLetters handles it
Lenny, the AutoLetters AI campaign specialist, helps you choose a format, drafts the wording and artwork to the printer's exact measurements, and helps build the audience: either UK addresses around a postcode or a list you already hold. You review a print-accurate preview, then approve the exact print file. Nothing is printed or posted until you approve it.
AutoLetters sends addressed mail to UK addresses only and does not offer unaddressed door drops. Postal delivery timings are not guaranteed.
Questions
Can you guarantee arrival before my event?
No. Postal timings are not guaranteed, so send early and leave a buffer.
Can I target streets around my venue?
Yes. Lenny can help build an audience of UK addresses around a postcode.
Plan your campaign with Lenny
Describe what you want to promote and who should receive it. Planning is free and needs no account.
Plan with Lenny See pricing