Posted By Seamus Barton
5 Things To Avoid In Your Next Direct Mailing Campaign
Direct mail marketing is one of the most effective and budget-friendly ways to generate leads and boost conversions. But as with any other form of marketing, you need to structure your campaign so your efforts are trackable and measurable. This will in turn allow you to redesign your marketing campaign for optimal results.
Here are some mistakes to avoid in your next direct mailing campaign for best results:
Not Identifying Your Target Audience
Using A Bad Mailing List
Failing To Present A Compelling Offer
Not Testing Continuously
Although certain kinds of direct mail are inexpensive, sending out mail pieces randomly will hurt your budget and reduce your ROI. The more information you have on your customers, the more targeted your marketing campaign will be. You need to take the time to analyze your best buyers in terms of demographic, interests, and other factors, and then use that information to refine your list so you only reach the people you want.
If you don’t have a large enough database of existing customers and prospects to run a substantial direct mail campaign, you can supplement it by renting a bonafide mailing list. Make sure that you work with a reputable direct mailing list broker, and that the addresses are up-to-date and relevant to your target market.
When using bulk mail services, some marketers forget to personalize their message and speak to the recipient in a way that shows your understanding of their needs and your ability to fulfil them. Rather than creating content that talks to ‘people in general’, you should personalize the message by addressing the recipient by name and using the second person (i.e. ‘you’) – a lot.
Keep in mind that your company or business is not the only one trying to advertise or promote a certain product or service. Although your target audience might be more receptive to postcards and catalogues than emails, you should try to differentiate yourself further by giving special offers, gifts, discounts that spark their interest, make them feel privileged to receive your mail piece, and encourage them to respond. It is just as important to include a call-to-action that gives a sense of urgency to act on the message fast, otherwise missing the opportunity.
It takes a lot of work and research to create a successful direct mail marketing campaign. With proper tracking and follow up, you can achieve your targets with regard to leads and conversions. But nothing is constant – people’s needs change, the economy changes, your competition changes. To maintain successful campaigns, you need to continuously try new formats, keep testing, and keep improving your campaigns.
Any one of these mistakes can easily reduce your ROI on an otherwise good direct mailing campaign. Keep them in mind to avoid wasted marketing dollars.
Interested in adding commercial printing and direct mail marketing to your advertising mix? Please call our Toronto mailing house in Scarborough at 1-866-486-0423. Troi spells success, one letter at a time!