Alix Bell – Direct Mail Consultant for SME's
Helping small businesses use direct mail strategically, confidently and with purpose
About Me
I work with small and medium-sized businesses to help them use direct mail as a strategic marketing channel, rather than a one-off tactic.
My focus is not on selling print or postage, but on helping businesses decide whether direct mail is right for them, how it fits alongside digital marketing and how to plan campaigns properly before committing time and budget.
For many SMEs, direct mail feels risky. My role is to remove that uncertainty by bringing clarity, structure and calm to the decision-making process.
My Background and Experience
My expertise comes from 25+ years working within the print and mail industry, supporting businesses with campaign planning, supplier coordination, and delivery.
Throughout that time, I worked closely with SME owners, marketing managers and internal teams of FTSE 100 companies and both Central and Local Government and I saw first-hand how often direct mail was approached in a rush, chosen because it felt like “something we should try”, rather than because it was clearly aligned to a business objective.
When campaigns underperformed, it was rarely because direct mail didn’t work. More often, it was because:
The audience hadn’t been clearly defined
The goal wasn’t realistic or measurable
Budget decisions were made too late
Suppliers were involved before strategy was agreed
This experience shaped how I work today. I focus on the thinking that happens before anything is printed or posted.
Why Direct Mail Needs a Different Approach
Direct mail can be incredibly effective for SMEs, but it requires a different mindset from digital marketing.
Unlike digital channels, direct mail:
Requires upfront investment
Has longer lead times
Can’t be easily changed once live
For small businesses, that can feel uncomfortable, particularly when budgets are tight and mistakes feel personal.
Common questions I hear include:
“How much should we spend?”
“Who should we send it to?”
“What if it doesn’t work?”
“How will we measure it?”
My work exists to answer those questions before they turn into expensive lessons.
What I Help Businesses With
I help SME's bring structure and confidence to direct mail planning by supporting them to:
Assess whether direct mail is the right channel for their goals
Understand where it fits within their wider marketing mix
Define clear objectives and success measures
Build a practical campaign framework (audience, message, format, timing)
Set realistic expectations and budgets
Navigate Royal Mail pricing and incentive structures
Choose and manage suppliers with confidence
I act as an independent advisor, sitting between the business and production and ensuring decisions are made with intent rather than pressure.
How I Work With Businesses
Every business is at a different stage, so I offer three levels of support, depending on readiness, confidence and budget.
Self-Guided Planning (Bronze)
For businesses at an early stage, or those wanting to explore direct mail independently, I provide a structured planning approach that mirrors the strategic questions I use with clients.
This option helps businesses think things through properly before spending anything and is often the first step in building clarity.
Guided Strategy Support (Silver)
Some businesses benefit from talking things through with an experienced consultant.
This level of support combines structured planning with a one-to-one strategy conversation, allowing businesses to sense-check their thinking, refine their approach and leave with clear next steps.
This is often the most popular option for SMEs who want direction without committing to full consultancy.
Full Strategy and Ongoing Support (Gold)
For businesses ready to invest and scale, I provide full strategic support.
This includes a written direct mail strategy and campaign framework, guidance on suppliers and Royal Mail incentives and ongoing support to help manage and execute campaigns as part of a wider communications plan.
This approach allows direct mail to become a consistent, measurable growth channel rather than a one-off activity.
Workshops and Direct Mail Clinics
Alongside one-to-one consultancy, I also run Direct Mail Workshops and Clinics for SMEs.
These sessions are designed to demystify direct mail, share real-world insights, and help businesses avoid common pitfalls. They are practical, honest, and grounded in experience rather than theory.
Workshops are often where business owners realise that direct mail itself isn’t the issue — it’s how it’s been approached in the past.
In Summary
I help SMEs use direct mail with intention.
That means:
Thinking before spending
Planning before producing
Measuring what matters
Whether through self-guided planning, guided strategy or full consultancy support, my aim is always the same:to help businesses move forward with clarity and confidence, rather than guesswork.
