You know the power of direct mail marketing, it’s worked for you before. Yet, for some reason, this go around it doesn’t seem to be producing the same effects. Did your clientele change? Did the entire world suddenly delete their email accounts all at once? Continue reading to learn 3 direct mail marketing mistakes.
Probably not. As with any type of marketing strategy, direct mail is subject to change in correspondence (get it? A little direct mail joke there for you) with the fluctuations of society. So before you bail on your next direct mail campaign, compare your strategy with the list below of what not to do.
3 Direct Mail Marketing Mistakes:
You don’t stand out from the crowd
People open up mail on a daily basis and do you want to know what they see? A lot of white envelopes. One of the worst things you can do for your direct mail campaign is to blend in with every other Joe Schmoe’s piece of mail. Adding a little bit of color or design to make your mail stand apart from everyone else’s is a sure fire way to at least draw the recipient’s attention.
Having an vague call to action
Your call to action is essentially your statement of what you want the recipient to do once they’ve read your mail. Do you want them to visit your website? Take advantage of an upcoming sale? Sign up for your newsletter? Having an unclear call to action will ultimately result in a pretty poor conversion rate, no matter how good your overall campaign maybe. Ensure that the recipient doesn’t have to guess what you want them to do, clearly state it for them.
Proofread, proofread, proofread. The last thing you want to do is send someone a piece of mail and ask them to trust your product or services when you have glaring typos or grammatical errors in your copy. You also don’t want to overdo it with language or use a weird format. Stick to a basic, well-written bit of copy and you’ll do wonders.
You will also want to pay attention to your demographic. Perhaps you’ve been targeting the older generations with direct mail and the younger generation with email, even though 90% of Millennials find direct mail advertising to be reliable according to a recent survey. So take a bit of time to rework your direct mail campaign strategy and avoid these mistakes.