Direct mail is a great way to get people's attention, and you only have about 8 seconds to make that happen. In those few seconds, your prospects need to be able to understand what you’re offering and how it will benefit them.
Unfortunately, there are all kinds of mistakes that can be made when it comes to direct mail that may sabotage your marketing efforts. To make a direct mail campaign work, it’s important to avoid common mistakes that can be in your copy, your list, and even on what you put on your mailer. Here are 5 common mistakes to avoid.
Your CTAs should be clear and concise, and they should tell people exactly what they need to do when they see your ad. If someone has already made up their mind about the purchase, there's no point in trying to convince them further—you want them to take action now!
This is going to sound like a pretty obvious mistake, but it actually happens all the time! If you're sending out too many ads at once, people will just ignore them all because they don't know which one is worth paying attention to. Try sending out one ad every two weeks or one per month so that each ad gets its own spotlight. It’s important to have a clear strategy and goals to know what the best cadence for your direct mail campaign is. Find a direct mail partner that will help you set those goals so that you can be sure to see results.
Don't send out a direct mail campaign without considering your audience. In order to succeed with direct mail, you need to know who you're targeting and why they'll be interested in your message. Not everyone will want what you're selling, so make sure you segment your audience into groups that are likely to respond well to your marketing approach. Time is also an important factor when sending direct mail; make sure you hit the target audience when they're most receptive to your message.
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People are going to judge your product immediately based on the quality of design elements like typography, colors, and photos used. To create a tactile message, try using textured paper, embossed designs, or even an element intended for visual pop like high gloss spot UV coating. Consider die-cuts or tip on cards. These additions will help people remember your message and brand longer. A good direct mail partner can help you stay on budget while giving you the best value possible.
Personalization has been shown to increase customer satisfaction and engagement. Personalization is not just including customer names on a mailer. It’s much more than that! Leverage your customer database to include messaging and images tailored to each one of your customers based on their demographics and buying history. Creating unique designs for each individual person is unrealistic, so that’s where variable data printing comes in. This technology gives you more flexibility when designing your campaigns, so you can include information that speaks directly to each recipient based on their behavioral information such as age, gender, income, zip code radius, and even past purchase history.
This approach will allow you to reach your customers with relevant content and messaging in a way that builds brand loyalty, brings you closer to your customers, and fuels their purchase decisions. Want to learn more about the power of personalization in marketing? Read our eBook, The Customer Experience Just Got More Personal.