Avoid These Direct Mail Mistakes
It takes just 0.05 seconds for your prospects to form an opinion about your brand based on the direct mail material. Holding their attention and driving home your message is vital for the success of your direct mail marketing campaign.
Some of the common mistakes that can make your direct mail marketing ineffective include using tiny fonts, confusing CTAs, or long texts.
Here are the top four mistakes to avoid when designing an effective direct mail campaign.
Top 4 mistakes to avoid in your direct mail
#1 Not Making an Offer:
Marketing experts know that a compelling offer has much more power than all other elements to influence the response rate of a direct mail campaign. Instead of sending details on a product, including an enticing offer will get your reader to respond.
Ensure you include a carefully thought-out offer with every piece of direct mail. Some offers that you can make to boost your postcard marketing success rate include offering
- Technical information
- Demonstration
- Consultation
- Product sample
- Discount n services
- Free trial
- Guarantee
#2 Not Focusing on the Design:
To grab your prospects' attention within this time frame, it is vital to have an attractive, clean design. Apart from a clutter-free layout, including eye-catching graphics and fonts that are easy to read are equally important.
If your direct mail is dull, cluttered, or has long texts, flashy colors, and a confusing layout, it can fail to deliver the impact you seek.
#3 No CTA (call to action):
A crucial element of an effective direct mail campaign is the call to action or CTA. If there is no CTA that tells your readers what action they should take, the purpose of sending the piece is lost.
Other CTA mistakes include
- Using small fonts that make the CTA go unnoticed
- not using color contrast to help the CTA stand out
- using vague or confusing words (for instance, a coffee beans store using "join the adventure" as CTA)
- placing the CTA in an obscure place
- Having too many CTAs in the mail
Direct mail advertising companies can help you design an effective direct mail material with an impactful CTA.
#4 Not Targeting the Right Audience
Too often, brands make the mistake of trying to reach out to as many people as possible in the effort of boosting leads and sales. Far from being a clever marketing strategy, targeting everyone will waste your marketing dollars and time. Direct mail marketing does not work every time, on everyone. It is important to take the time to do your research, create your buyer persona and segment your audience.
For instance, if you own a supermarket store, you may want to target new movers in your area with a catalog, postcard with a coupon, or just a welcome letter. Having an accurate mailing list, such as the new movers' mailing list, in this case, is vital to designing a personalized direct mail marketing campaign. This will help you reach out to the right audience at the right time.
This is where the accurate mailing list provided by a reputed direct mailing services company comes in. The more accurate and segmented your database, the more the impact of your direct mail campaign.
Got questions? Ready to get started? Call Mail King USA to discuss your unique needs and campaign goals or request a direct mail quote online
