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Plum Says

12 Direct Mail Mistakes [Are You Making Them?]

Posted by Plum Says on Oct 25, 2016 10:17:00 AM



A recently carried out research revealed that properly addressed print media has a 100% delivery rate, 56% of people trust it to be the best mode of communication, 54% visit the supplied website and 45% responded by purchasing. Another research carried out at the University of Bangor, showed that the human brain reacts positively towards printed media as compared to virtual media. Based on this fact, direct mail is exactly what your business needs to cut through the clutter and tap from the fast growing economic world.

When done the right way, direct mail will help you unlock the huge potentials of your business. It allows you to reach your target audience in the most impressive and effective way, which turns your prospects to your most loyal buyers. As with any process, there is a right way and a wrong way to do things. Both intentional and unintentional mistakes can hinder the outcome of your marketing. Even the smallest mistake can mean big problems for your wallet.

What are the most common mistakes in direct mailing?

1. Using the wrong list

Have you been sending out thousands of mailers without getting replies and you wonder why? This may be the reason; you are sending to the wrong people. When sending out mail, you should be pulling the correct lists. Ensure that you are targeting the most relevant audience to make sure they are interested in what you are offering. Sending to random people who do not relate with what you are offering is a waste of time and resources. Make sure to also make a list of your warmest leads and send to them as well.

2. Poor copy

Regardless of the size of your mailer, make every word count and be relevant. Use the right words. Be sure that you hook your recipient and keep them interested. After drafting your letter, make sure to give it to your colleagues who will help you find out the relevance of your message and its clarity.

3. Call to action

This is a very crucial part of the letter. What do you want your recipient to do after reading the letter? Do you require them to call you? Make a purchase? Make sure you are clear on what you expect them to do. This way you will make your mail more effective and result oriented.

4. Lack of testing

Testing is crucial. Many people dive into mailing without first testing if it is effective for their business. To avoid wasting resources, make a point of carrying out a test. Send copies of the mailer around your office and get feedback from those around you. Take opinions into consideration and remember to look at the bigger picture and make changes accordingly. All feedback is good feedback, process the information and speak with your copywriter and graphic designer for their professional opinions.

5. Too much hype

Excessive use of superlatives to promote your product is too much of a cliché. Instead, aim at concentrating on the quality and the benefits of your product. This is what your client is interested in. Use a clear and mature language devoid of fluff.

6. Copy Errors

Direct mail has a long history of copy errors. Addresses, phone numbers and other key details are commonly mistaken. Before mailing any letter, ensure that you take a couple of minutes to check through every single line. You can even hire a person to be doing this on your behalf in case you are lacking in the skill. A colleague with a good command of language might come in handy too.

7. Headlines

If your headline is not catchy, rest assured nobody will be interested with the content therein. A weak headline will get your letter tossed aside with no second thoughts. It only takes a few second to either grab or lose the reader’s attention. Make sure your headline is catchy. A great headline will make your recipient interested in what you have to say.

8. Form over content

Many people believe that designed and color primped letters get readership. Thus, they invest in high-end graphics, shapes and forget to match it with quality content. Avoid focusing much on the appearance of the letter and instead give much of your energy on content creation. As much as the letter needs to be eye-catching, content is equally important. A professional designer with knowledge in your field can tell you what will work and what wont.

9. Lack of follow-up

After sending fliers and brochures do you follow-up? It’s one thing to reach out to your clients via direct mail and it’s another to make sure the communication cycle is complete. Don’t leave it at that, make a point of fulfilling the promises you made in your mailings. Establish and execute a follow-up plan. A simple follow up phone call or email correspondence can make or break your entire marketing campaign.

10. Expert advice

Direct mail marketing is not new. It has been around forever and has proven to be very effective. There are people who have done this for a long time and have explicitly mastered it. Sadly, not many people are willing to reach out to these people and learn the ropes. Invest in doing your research, find these gurus and borrow a leaf from them. Sometimes just going through the mail that you receive can give you great ideas on what works for others.

11. Not personalizing your mail

You can expect a higher response rate from personalized mailings. Your letter should capitalize on personalization more than anything else. Make sure to use the customer’s name maximally throughout the letter. It is the most crucial word in your mailing.

12. Ignoring the magic words

The magic words are two, “you” and “free”. These two words are a plus. Instead of saying brochure say free brochure, say free consultation instead of consultation, free gifts instead of gifts. Use of these words will magically give you more responses from your mailings.

Direct mailing is indeed a game changer. Avoiding the above discussed mistakes will guarantee your business a magical turn around and catapult it to higher heights. It will also help you generate more leads and place your business at a competitive platform. Despite the rising technology in the 21st century, direct mail still carries an added advantage. Before you think of quitting your business because you cannot make new relationships and generate leads, make sure to give direct mail marketing a shot. It could be the spur your business needs.


Topics: Advice, Direct Mail, Marketing, Marketing Advice

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