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Create a direct mail campaign

Updated

Create a targeted direct mail campaign, assign packages to audience segments, and export a clean mailing list for production.

Use this article when

  • You want to send a targeted direct mail appeal to specific audience segments.
  • You need to assign different packages (letters, reply cards, postage) to each segment.
  • You must export a clean, production-ready CSV file for your print or mail vendor.

Applies to and prerequisites

Applies to Organizations with Direct Mail enabled; roles with Direct Mail access.
Permissions Access to Direct Mail and permission to create and export campaigns.
What you need
  • Audience segments ready (Inclusions, Exclusions, and Seeds).
  • A configured File layout for export
Optional Your print vendor’s latest file specifications.

Steps

  1. Go to Direct Mail → Appeals → + Add New Appeal.

    You see the campaign wizard: Information, Audience, Packages, Selection, Review. 

  2. On Information, enter a Name, Drop Date, and Default Appeal Code.

    (Optional) Under Selection Limitations, turn on the rules that should apply to the whole mailing:

    • Select only one record per household
    • Select primary addresses only
    • Exclude deceased
    • De-duplicate records based upon address

    For what each rule does, see Create a matchback-ready appeal in Direct Mail.

    Click Next Step to move to Audience.

  3. On Audience, add segments as Inclusions, Exclusions, or Seeds.

    Then click Next Step.

  4. On Packages, add each package and its production details.

    • Under Optional Package Details, set Letter Version, Carrier Size, Carrier Postage, Reply Card Version, and Reply Postage.
    • Enter Est. Package Cost (the cost per piece) to track budget.
    • (Optional) Enable Split for A/B Test to A/B test package variants.

    Click Next Step to move to Selection.

  5. On Selection, assign a package to each audience cell.

    Confirm the constituent count for each cell and the overall campaign, then click Next.

  6. On Review (the page title in the app is Verify Your Selections), verify totals, package assignments, and estimated costs.

    Under Export File Layout, choose the layout your vendor needs. The Generate File button stays disabled until you choose one.

    Click Generate File. Avid builds the file while you wait, and the button changes to Generating File. Stay on the page until the Success! banner appears.

  7. Download the CSV when the file is ready.

    Click Download Your File on the Success! banner, or use the Download Your File button in the email Avid sends you (the subject starts with Direct Mail File Ready for). The link works for one hour. Then send the file to your vendor.

What you’ll see

You created a direct mail campaign, assigned packages by segment, and exported a production-ready mailing list for fulfillment.

Next steps

  • Use Split for A/B Test in your next campaign to A/B test packages and improve response rates.
  • Update File layouts when your vendor’s column requirements change.
  • If you want ROI reporting in Avid, follow Create a matchback-ready appeal in Direct Mail and select the Include the exported data in Direct Mail and Matchback reporting checkbox when you generate the file.

Notes and limits

  • Exports use the File layout configuration at the moment you run them.
  • If you change a layout, generate the file again to get updated columns.
  • Counts can change if your audience definitions update before you generate the file again.
  • Large audiences may take longer to generate. Stay on the page until the Success! banner appears, then send the file to your vendor.

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