Pitfalls of Direct Mail

Direct mail campaigns are a powerful tool in your marketing arsenal.  Designing and executing these campaigns wisely can bring in new business, build customer loyalty and expand your brand awareness beyond other types of advertising.

While direct mail is one of the oldest marketing tools, it now simply requires more than just sending out a postcard to a mailing list.  Here are five pitfalls to avoid:

Using a Bad – or Untargeted - Mailing List

Today’s data hygiene services have advanced data tracking tools to ensure that mailing lists are up to date.  But even if data is accurate (with such tools as NCOA) are these the contacts that will be most likely to be in need of your services?  Spend the time and a few extra dollars to fine tune your list to only the most qualified leads.

Not Having a Compelling – or Personalized -- Offer

The average American receives over 10,000 advertising messages per day.  How can you stand out among the clutter?  The use of personalized direct mail (using variable print data, for example) will grab your prospect’s attention faster and create the expectation of personalized service most consumers value highly.  Also, be sure to include a compelling offer  -- a deep discount, superior savings,  a free gift – or you might as well not send it at all. When creating an offer, ask yourself: “What’s in it for the customer?”

Sending Only Once

A one-time mailer – particularly if there are no other forms of promotion or advertising for your company  – may or not bring the desired results.  Studies have shown that a consumer must get an impression from your company three times before they will pick up the phone or check out your website.

Weak or No Call to Action

Your direct mail piece must include a strong and direct call to-action.  Whether your recipient needs to call or enroll online, it is important to make the action extremely clear.  Moreover, the call-to-action must create a sense of urgency. Expiration dates are a great way to get people to respond.   

Lack of Tracking Mechanisms

Because you want to know exactly how effective your campaign was, you must always include tracking mechanisms.  Tracking mechanisms include special coupon codes, toll free numbers, a designated extension or landing page.  At its simplest, instruct your staff to be sure to determine the report the source of the leads on a daily or weekly basis.  

Not Being Prepared

Perhaps the easiest, yet the most overlooked part of a direct mail campaign, is not being prepared for customers to come knocking at your door. When your campaign is launched, make sure you prep your staff and train them on the offer and its specifics. Also, make sure that you have sufficient stock of your particular product or item. The worst thing you can do is disappoint customers who are willing to buy.

A well-planned direct mail campaign can be a great stream of revenue and new customers. A direct mail piece can deliver the results you want: increased awareness, new customers and higher sales if executed correctly. Make sure to avoid these five pitfalls for maximum results.