Direct mail creates a one-on-one connection that’s hard for other media channels to match and allows businesses to stand out from the crowd.
Below are a list of common direct mail mistakes made in campaigns:
- The wrong list
This is the most common and avoidable mistake when planning & executing a direct mail campaign. Using a list that doesn’t represent your target group usually results in a campaign “flop”. Always use the most up-to-date list and target recipients who want to use your product/service.
- Crappy Copy
Even if you’re only using 20 words, they need to be the right words. Take the time to run the copy by team members to make sure that the message you’re trying to convey is clear, concise and meaningful.
- No Call-to-Action
People are like sheep (yes, even me) and need to be told what to do. What do you want them to do? Call you? Email you? Buy something? Be clear or people won’t respond.
- Lack of Substance
Yes, you can use all the flowery statements you want, but if you’re not clearly conveying the actual benefits of your product/service your direct mail piece will end up in the recycling box.
- Copy Errors
Time & money has been spent on this great campaign but no one is responding. Then Joe from Facilities stops in to tell you he tried to call the 1-800# on the direct mail postcard and the number is that of a shady escort service. Imagine – proofreading would have saved you and your campaign, so always always PROOFREAD the copy!
- Pitiful Headlines
You only have a few seconds to capture the reader’s attention so stay away from over-used headlines. Create headlines that speak directly and clearly about the offering or once again your direct mail piece will be living in the recycling bin.
- Beauty over Benefits
You’ve spent hours finding the right graphics and your mail piece is beautiful – but if it doesn’t contain clear & concise copy, what’s the point (you know by now, it’s in to the recycling bin).
- No Follow-up
You can send out all the postcards, flyers, brochures or catalogues your heart (and budget) allows but if there’s no follow-up – what’s the point. Call, email or send more information – choose what works best for your business, just make sure you have a follow-up plan in place.
- No Expert Advice
Direct mailing works, and has for years, so there’s no need to go it alone. Reach out to an expert who knows how to create direct mail pieces that get the desired results.
At Micro Mailing Canada we’re helped 100’s of businesses with their successful direct mailing campaigns. Visit us today and see how we can help you avoid common direct mailing mistakes – we promise you won’t be disappointed!