When it comes to direct mail, there are a lot of things that can go wrong. In fact, many people consider it one of the riskiest forms of marketing out there. If you’re not careful, you can easily waste a lot of money on a campaign that doesn’t generate any results. In this article, we will take a look at some of the most common mistakes made with direct mail campaigns and how to avoid them.
- List– It’s important to create a list of people and offers in order for your marketing campaign, but it can be risky if done incorrectly. Make sure you have up-to date information with all the correct demographic.
- Call to Action– It’s time to stop beating around the bush. You want people clicking on your call-to-action, right? The worst case scenario is no action at all and you’ll be left with an empty wallet from those who did not respond positively – so choose yours wisely! You can’t just create a call-to action and leave it at that, because people won’t take the bait. They need something interesting enough for them not to resist responding in order get what you’re selling!
- Too Wordy– Sending a mail piece with too many words or the wrong ones can get your correspondence thrown into confusion. Keep it simple and clear, let them know what’s inside- why they should care about this mailer, then talk specifics for products/services offered by businesses as opposed to going into detail on every little thing that might interest someone.
- Images– Picture and video can make or break your brand. The wrong image could turn people off and confuse them, so it’s important to choose the right one that supports what you exactly are trying say. The goal is to not only promote your brand, but also maintain customer loyalty through effective marketing tactics.
- Grammar– This is the most important part of your content. If you want people to take notice and understand what it’s all about, then make sure that every word counts! Think of how many social media posts you read where the author confuses their/they’re/there or your/you’re. You may instantly discredit their message because their grammar is off. Mistakes like these from a business may give you a bad reputation and take years to recover from.
- Format– There are many USPS regulations that can cost you a lot of money if they’re not followed. For example, when designing your campaign it’s important to consult with the mail service provider about specific details so as not have any extra costs or be unable send at all!
- Timing– There’s plenty of time to plan your mailings, but you should keep in mind that not all addresses are created equal. Some may take longer to receive the mail piece than others. If you are offering a promotion or something where the offer has an expiration date, be sure to allow yourself enough time for concept, design, print, and mail. You wouldn’t want someone to receive the mail piece after the expiration date.
Where do you start? Direct mail is a great way to get the word out about your company, but it’s not without its challenges. It can be hard keeping track of all those pesky details when there are so many different things that could go wrong! The next time someone asks “What should I do with my direct marketing campaign” give them these 7 priceless pieces of advice. Tell us some things that have worked well for your direct mail campaigns in the comment section!