Five Common Direct Mail Mistakes

Digital marketing is all the rage these days. From email marketing to social media, many marketers have come to the conclusion that the only way to reach a customer or prospect is online. Unfortunately for these marketers, nothing could be further from the truth.

While online marketing tactics are certainly necessary, that doesn’t mean that they have replaced the tried-and-true methods that continue to resonate with both B2B and B2C buyers. In fact, things like inbox overload and deliverability issues are just some of the reasons direct mail will always remain a popular and effective marketing tactic.

Of course, if not done correctly, direct mail will fail to resonate with its recipients. Therefore, it is important to avoid the most common direct mail mistakes so that your campaign can be as successful as possible. What follows is a list of some of the most costly direct mail mistakes:

  1. Selecting the wrong list. The correct list can increase the response rate of a direct mail campaign significantly. In fact, research shows that you are likely to get 10 times the response based solely on your list. It also is important to remember that your direct mail piece needs to be written after your list has been identified, not before.
  2. Failing to test. Think you know what will work for your direct mail campaign? Unless you test it, you don’t. It is that simple. Attempting to predict test results on past campaigns also is a mistake. For example, late mortgage lists may require a different approach than pre-foreclosure lists.
  3. Selling a product instead of an offer. Don’t try to get people to buy completely into your product or service based on one direct mail piece, instead entice them into taking you up on a specific offer. Once you have gotten them to respond to your offer you will be in a better position to try to convert them to buy your product or service.
  4. Writing poor copy. Graphics, images and the overall look and feel of your direct mail piece are critical to its success. However, nothing can compensate for poorly written or lackluster copy. Your copy must demonstrate to its recipients that you understand their industry and have a solution to their problems.
  5. Neglecting to follow-up. Hot leads don’t stay that way for long. If you pour a significant amount of time and money into an outstanding direct mail campaign but fail to follow-up with recipients you can count that money as wasted.
    Direct mail is in outstanding lead generation method that has stood the test of time. Don’t sabotage it by making what are easily avoidable but all too common mistakes.
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