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Updated by Apex Direct Mail on Jul 21, 2016
Headline for 5 common direct mail marketing mistakes - and how to avoid them
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5 common direct mail marketing mistakes - and how to avoid them

Direct mail can achieve so much for any company. It is a real marketing opportunity. Sadly, many businesses fail to make the most of this opportunity and make what appear to be quite common mistakes. These are what we see as the most common direct mail marketing mistakes. We hope you will avoid them!

1

Targeting the wrong people

Targeting the wrong people

Indiscriminate marketing can work. If well written, with a good offer, it will pull in some customers. However, the returns on direct marketing aimed at existing customers, or those on marketing lists that are targeted and specific are so much greater. Ensure you target discriminately with your campaign.

2

Not testing times

Not testing times

We all know a test run is a good thing right? To know our mistakes and to put them right. Yet still many direct mail marketing campaigns fail to test in the first place and/or to reflect on their test results which means much time and effort is effectively wasted. Running a direct mail marketing campaign that is neither tweaked nor improved is a real missed opportunity.

3

What’s in it for me?

What’s in it for me?

The heart of a good campaign is to bring to your potential customers’ attention what you can offer them. It is all about the customer, not the product, so ensure you are selling them an idea or offer that appeals directly to them.

4

Not getting to the point

Not getting to the point

Many studies have shown that customers are fickle and do not want to spend hours looking for the offer you are making. With most people spending just a few seconds reading your direct mail then your offer has to be explicit from the start. Get to the point quickly and you are in with a good chance!

5

Not choosing the right words

Not choosing the right words

The copy that you write is so important. Overall there are many tips we could make. Perhaps the most important here however, is to ensure your word choice is effective. Make sure items that are free, new or proven are labelled clearly as such. A good copywriter will know which words are appropriate to your message and product, just make sure they use them.