11 common direct mail marketing mistakes, and how to avoid them
Don't leave it to chance! "If you fail to plan, you plan to fail".
It's worth spending time on getting it right, so that your marketing time and money are not wasted.
Don't mail to lists that are out of date. Ensure the list is targeting the most appropriate demographic for your business.
Don't forget to make it personalised. Direct mail allows you to be personal by its very nature, but it will fall short if it's not addressed to an individual.
Don't give the impression that your direct mail marketing is junk mail. You may have the best crafted message inside, but this will be useless if your envelopes aren't even opened. To have a better chance of capturing attention and opening, try a handwritten address and a real postage stamp.
Don't bore your readers with facts and figures. Ensure your headline is compelling and your marketing message is informative. Don't confuse with multiple messages. Keep it short and sharp, otherwise people just won't read it. Remember, you have only a few seconds to grab your reader's attention. "Buy one, get one free" offers can greatly increase response rates.
Call to Action
Don't leave your readers guessing what they are supposed to do. Be clear, and include a sense of urgency within your call to action.
Don't presume that everyone will wish to respond by the same method. Give as many options as you can. Whether it's by email, QR code, telephone or website, make it easy for your reader.
Don't be in the dark about who is responding to your direct mail marketing. Direct mail is so easy to track, use coded offers or PURLs.
Don't let yourself down with bad spelling or grammar. You could have the best products or services, but if you don't present your pitch professionally, your direct mail campaign will be wasted. After all, if your marketing message is unprofessional, what first impression does this give about your business?
Don't mail out only once. A common mistake is to feel disheartened at the lack of response after a single mailing campaign. Maintain continuity and raise awareness of your brand by sending fresh follow-up mailings.
Don't rely on direct mail alone. Build customer awareness by integrating direct mail with other methods of marketing. The sum of the whole is greater than the sum of its parts.
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