How To Avoid Direct Mail Mistakes 6 Ways
Did you know, research shows that direct print advertising is more effective than online? In fact, personalised direct mail is 15 times more effective than a mass mailing. To get the most of your next campaign, here are 6 common direct mail mistakes to avoid.
Direct mail, whether it’s personalised by names or other targetted on any other characteristics, will only help if you’re avoiding the pitfalls.
Make sure your next direct mail campaign is primed to grab the right attention, deliver conversions and make the returns that your business investment.
Do Not Work With a Flawed Direct Mailing List
The essential ingredient to any successful direct mail campaign is the accuracy of your mailing list.
Make sure your mail-out list isn’t generic or unknown. Vet your list for data accuracy or scrub out duplicate contacts. Don’t send anything out until you know you have refined and tweaked your list so it goes out to the right people.
Compelling copy, design and the perfect campaign offer is wasted if you’re sending direct mail to the wrong people or a nonexistent address.
Understand Your Audience Before You Send Them Any Direct Mail
This is a golden rule in marketing. Don’t make, do or send anything until you know who you are talking to.
Nothing is as important for success as aligning your offering with what your audience wants to hear from you.
You will need to tailor your offer, your message, design, etc to specific audience segments. Consider factors like age, income, location, problems, desires, etc. Otherwise, they may not connect with your reader.
Be aware at the point of sales data entry. Direct mail mistakes happen when salespeople fail to correctly update or organise their customer databases.
Have the right tags and fields set up in your CRM system for mapping and segmenting your audience, based on these sort of key indicators you’ll be working to in your future direct mail campaigns.
Really Connect with Your Target Market using Direct Mail
Once you understand your audience and their needs, be sure to craft copy, design, images, etc that makes them feel like your piece is a one-to-one conversation.
Do it by addressing those problems and desires our audience research has revealed about your target persona or market segment
You may already understand these issues by talking to your sales teams and having real one-on-one conversations with real customers. Nothing beats on the ground customer feedback and contact.
Reflect your customers’ desires and needs by using design elements and images they can relate to.
Your piece will go straight from the mailbox to the wastepaper basket if you sound and look like just another that doesn’t ‘get’ them.
Hit the Right Mark with Your Direct Mail Offer
Like The Godfather, your direct mail campaign can only succeed if it makes your audience an offer they can’t refuse.
Unfortunately, many direct mail mistakes include :
- Not making it clear what’s being offered
- Not offering something the audience wants right now
Make sure it’s a compelling offer they feel they need to act on immediately.
You could use a time-sensitive discount or exclusive product preview. Consider a free sample giveaway for a limited time only “While Stocks Last’
Your call to action has to do just that. Present itself as an irresistible need to take action – or else…
Run a Test Before Firing Your Next Direct Mail Salvo.
This is a ‘Best Practice’ that you could apply to any marketing activity.
How can you be sure anything will work for your campaign unless you test it. Many campaigns go out without any assurance that audience will respond well.
There are many ways to test, such as sending different versions of:
- headlines copy and images
- body text copy
- call to actions
- mail formats
Responses vary according to the scheduling of your mail, whether it’s days of the weeks or days of the month. Context is everything. It depends on who you are talking to and what you are asking them to do upon receiving the email.
Time to collect relevant data to know what works with your target market.
Testing on your content or scheduling could save you a lot of money long-term. Boost ROI through the tweaks you make after testing.
Tracking Your Results. Follow Through on Responses.
Diligent tracking of every campaign will help you evaluate performance objectively. Understand what needs to be improved in the future by following through on your mail-out.
Similarly, not following up on every lead is like flushing your cash down the toilet. Replies and purchase requests need fast action to avoid losing business, or even making you look insensitive.
- Your local sales teams should have follow-up sales scripts and be ready to call up and establish human contact quickly after each campaign.
- Lucky enough to get replies and purchase requests? Respond with fast action to avoid losing business, or looking insensitive.
- Got lots of bouncebacks? Rectify it ASAP. Inform the relevant sales teams on the ground
A well-planned and executed direct mail campaign has the capacity to dramatically boost leads, sales, and ROI.
To ensure your next direct mail works well and to capacity, everyone and every part of your customer service mix must work together.
More handy Intelligence on Direct mail
Avoiding these common direct mail mistakes is a start. Pick up some more insights from our Direct Mail Bible Here.
Or just have a chat with your closest Snap Centre at 1850 812002.
If you want some help designing, creating and executing a direct mail campaign, your local Snap Centre direct mail experts can help.
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