Five Direct Mail Mistakes That Are Common, Yet Easy To Avoid


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Keira Rose
I have an interest in developing blogs around travel, technical and business subject matter.
Keira Rose
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Global business intelligence leader, IBISWorld’s Direct Mail Advertising Market Research Report revealed that as of July 2015, direct mail marketing companies in the US have achieved a whopping 12 billion dollars in revenues. Not only the small businesses, but also high caliber global brands such as Google or Burger King are hiring these agencies. There is little doubt that direct correspondence can go a long way to ignite people’s curiosity in your brand. However, like everything else in this world, physical mails work well only when they are done right. We have made a list of few common mistakes and the ways to avoid them to help you pull off a highly successful campaign.

Mistake 1: Using wrong mailing list, which is too broad

Every day we receive so many promotional mails, but only a few get opened. You cannot expect 80 year-olds to take interest in discounted iPads or fashion accessories, or teenagers to feel curious about a new pension plan, so do not use a mailing list that does not correspond to your target clientele.

Remedy: Send mails to clients who will possibly use your product or service. Use an opt-in or in-house mailing list for your campaign, as it lets you to target customers and prospects that have shown interest in your product or responded to your previous campaigns.

Mistake 2: Using Superficial Mail Copy

Vagueness can be your worst enemy, as far as mail copies are concerned. Your prospects will not lose a second to toss aside the mails that contain confusing or irrelevant images and or lack problem-solving elements. Such mails clearly fail to communicate the desired message.

Remedy: Know what? Eighty percent of people read the mail header, and only 20 percent go through the rest of the mail. Therefore make sure to create an enticing headline to entice your audience into the rest of the mail copy. However, do not bore them by elucidating each and every feature of your product; instead tell them how your product or service is going solve some of their major worries

or perhaps fulfill their aspiration.

Mistake 3: Not Sending an ‘Offer’

Your mails will end up in waste paper bins if they do not have any offer per say. As successful marketers would tell you, mail campaigns are intended to promote a specific deal, not the entire product in general, so utilize this tool to tell your audience about a lucrative deal.

Remedy: Make sure you send an interesting offer with every mailer. Describe your offer in a way so that customers feel the desire to avail it right away. For example if a personal care brand offers a new facial cream, majority of the people will not pay any attention, but if it  offers a  booklet on the key finger strokes to  get back that teenage glow, a huge number of readers will want to avail it and hence are likely to respond.

Mistake 4: Not Using Clear Call of Action

There is no point in sending mail pieces to targeted audience if you do not tell them what you want them to do.

Remedy: Convince your audience to take immediate action by stating clearly what to do – call for a free demonstration, answer your survey, call you on a toll-free number etc.

Mistake 5: Not Bothering To Test

If you do not believe in a trial-and-error route to success, then direct mail marketing is not for you. In mail marketing, you cannot predict whether something will work or not until you put it to test.

Remedy: Track response and test mail pieces of one campaign against another to get an idea of what worked and what didn’t. This will save you from repeating the mistakes. Create a list of loyal clients, who might be interested in proving feedback on your direct mail pieces.

While it’s true that mail marketing cannot guarantee sales, but if implemented well, your mails will convince your customers to take the next big step toward purchasing. Hire direct mail marketing companies to launch a foolproof campaign, as they know how to avoid costly mistakes while chalking out a marketing strategy specific to your line of business.