Direct mail still stands as one of the best approaches to drive out an effective channel for marketing campaign. However, it proves to be successful only for the marketers who know how to deal with their communications in the ideal way.
Direct mail is a profoundly significant marketing channel for many businesses, but you just can’t simply create a campaign and flood your clients’ inboxes with irrelevant thoughts. Each and every one components of a direct mail campaign needs to cooperate in accord to be genuinely successful and hit the right chord connecting to your audience.
As email marketing took upon the marketing world over the past decade, direct mail has lost out on its acceptance. But, there are times when getting a piece of paper bode well with people than contacting them by email. This signifies that sometimes direct mail campaign can get you even better results than email marketing if done in the ideal manner.
So here we are with a set of the biggest direct mail mistakes marketers do while dealing with a direct mail campaign. We have also included the set of solutions and instances how you can avoid doing the marketing blunders.
Stay away from these direct mailing mistakes and you eventually end up with excellent outcomes.
Utilizing BAD DATA
There’s nothing more terrible than sending your piece of direct mail to an old address, a deceased individual, or simply to the wrong person that can result into an undeliverable mail piece. After investing tremendous energy and capital on making, executing and conveying your campaign, all that exertion is squandered if it goes to the wrong individual. Everything about your campaign can be bargained on if it doesn’t achieve the right email inbox.
Solution: Ensuring that you are contacting the right audience with your direct mail offer is crucial. Having the correct information is the principal precept of regular direct mail. In the event that you buy a database, you have to guarantee it contains the correct information.
What’s more, all information must be relevant, updated, and accurate. In case you’re utilizing a current database, list cleanliness is fundamental or you could wind up with obsolete contact data or copy information.
Regardless of whether your mailing lists contain clean, updated data, your direct mail campaign can even fail if your recipients aren’t keen on your services or products. To avoid these kinds of issues, it may sound smart enough to purchase a lifestyle database list to assure that the intended group of audience is the appropriate target market for your offer.
Indeed, even for this situation, it’s as yet essential to consider just sending one mailer for every family unit, instead of individual pieces routed to every inhabitant. Likewise, you have to check addresses against “Do Not Mail” documents to guarantee you aren’t sending messages to somebody who has quit receiving promotional email content via the direct mail.
DOING TOO MUCH
Clients can easily get involved within the appeal of achieving thousands or a great many potential clients with just one mailer. The greater your scale, the greater you achieve, right? Off-base. Drafting a direct mail campaign that points an expansive group of people can be a formula for disaster as well.
Solution: While it might seem appealing when there’s a drastic increment in your client database potential with one mailer, but it scarcely fetches you brings a decent response rate or even better campaign ROI. Rather than bombarding a large base of recipients with a standard direct mail, it might be a better plan to send a targeted email campaign to an exceedingly precise group of clients.
Focusing on a smaller group of people enables you to genuinely customize to the expectations and the issues of your targeted customers. A focused on campaign can represent an accustomed offer for your specific audience, a resource that reverberates with their lifestyle and even be a language that talks directly to them. A focused on campaign will bring about better response rates and largely above all better ROI.
Not Investing Enough
One of the colossal things about direct response marketing is that you get to know how each of your single dollars is performing—directly down to the half-penny!
Solution: Dissimilar to advertisements that exclude a direct response component, (for example, numerous magazine and widely broadcasted ads), you will never have to be in dark about where each piece of your marketing dollar is going into.
One preferred advantage here is that your direct email campaigns will be “more slender” than non-direct response techniques. But, in the meantime, you shouldn’t be hesitant to spend as much as possible on desired results.
Obviously you shouldn’t spend more than you need to—however you shouldn’t spend less, either.
Not Backing Up Your Claims With Facts and Statistics
Similarly as terrible as utilizing awful information with your direct response email campaign is excluding any insights, facts, or other relevant information at all.
Solution: These insights and statistics enable to build in trust form in your offers. They are more critical to many readers than to others. Above all, they might be critical to the person who controls all the money matters in the family!
Invest some time in researching and putting across some facts and figure supporting to the information you intend to draft in your direct mail. You might not know but numerical figures tend to communicate in a better pitch to get your message delivered. This is normally more essential in specialized market domain such as technical sections than others.
However, even non-technical based customer markets also value these statistical data points. More than anything, these raw numbers are trust components that let your group of audience know that the transaction they made via you is safe and secured.
Ignoring USPS REGULATIONS
Very regularly, clients configure pieces that look appealing yet end up being denied by the direct mailer services. Top of the line mailings, specifically, have a tendency to have a higher risk of being turned down by the direct mailers. Organizing, pop-ups, or even terminations can make a mailer be rejected for by USPS for not clinging to direct mail based mailing controls. Not being able to send direct mail piece is expensive in more than one sense; a deferred conveyance, squandered printed pieces, and printing expenses and charges.
Solution: Before completely executing and creating your standard mail piece, it’s imperative that you confirm that your piece will meet USPS’ rules for direct mailing. An accomplished print provider ought to have the capacity to direct you en route to guarantee deliverability of your piece. In any case, you can likewise work with the USPS Mailpiece Design Analyst group to direct you amid the underlying outline phases of your marketing effort.
Your direct mailing provider or USPS Mailpiece Design Analysts can enable you to decide:
- Test paper for adequate thickness unbending nature, bar code identification print resistances and more
- Characterization of your piece
- Analysis of automation compatibility and readability
With a team located in different time- zones, the USPS Mailpiece Design Analyst group can generally find you a solution inside 48 hours. Contingent upon your piece, you may need to send photographs, estimations or even a prototype for full investigation. While it might appear like a great deal of work, it is worth getting USPS support before going into full production.
Despite of everything else about the campaign has been first rate—from the list to cross-channel incorporation— creativity can wreck the viability of the mail piece. Dull, boring and uninspired creative can ruin the success ratio of any direct mail campaign. Mismatched colors, awful font sizes, terrible offer placement or allegory can cloud the effectiveness of your direct mail piece’s adequacy.
Solution: As a matter of importance, the imaginative needs to coordinate first to your intended interest group’s inclinations. If it isn’t done, it won’t drive conversions. A creative ought to reflect your brand image, targeted crowd, and the offer together.
For instance, neon hues may not be the best decision for monetary services mailers. Also, superfluous illustrations may divert recipients from the message. The more you add to direct based mails, the more improbable the clients will tend to recognize one clear takeaway.
Other than to colors choices, there are yet different things that can turn out badly with your imaginative. For instance, stuffing excessive message onto a little postcard can be muddling. Similarly, your copy ought to be succinct and suitably clear for a client to readily understand it.
Absence OF MEASURABILITY AND TESTING
How would you know whether a campaign is working if you have no real way to track it? It is hard to decide quantifiable profit (ROI) of a campaign if you don’t utilize a call tracking phone number or an altered URL. An essential step of any standard direct mail campaign is to decide how to gauge the viability of your campaign. Absence of parameters for estimation is what might as well be called shooting oblivions. How would you track whether your campaign worked or not?
Solution: When working with organizations, agencies and marketers, measurability is basic for tracking the campaign performance. Coupon codes and customized URLs are one method for tracking the adequacy of your campaign. Although, even before launching on your campaign, it’s prescribed that you test with sample groups. In spite of whether you utilize small groups of people or convey to a larger audience of your mailer for testing purposes, you may find surprising results.
Testing for various images, verbiage, or even colors can have a major effect on response rates. Paper stocks, placement of offer, coatings, and an alternate method for introducing the offer can increase reaction rates drastically.
Ideally, campaigns ought to be tried prior to deciding how they will affect with your niche audience. An untargeted campaign with an ineffectual creative is again just a waste of your marketing dollars. A decent method to check how your direct mail campaign will perform is choosing the desired outcome and working in reverse to figure out what you should do to hit those objectives.
Not indicating calls to take action
If you don’t advise your readers what you need them to do, it invalidates the purpose of sending the direct mail campaign piece.
Do you need them to call you? Email you? Send in the encased postcard? Purchase something? Influence it to clear what they ought to do or they won’t react.
Solution: One of the greatest missteps newcomers to direct mail marketing make is failing on how to “close a deal.” You would prefer not to have anything ambiguous about your offer. When prospects finish reading your piece, they should know precisely what to do. That, as well as they ought to have a feeling of desperation to answer to your “limited time” offer. Hence make it clear what they ought to do (order this item, agree to accept a free trial), how they ought to do it (call, email, and etc.), and when they ought to do it (immediately, in a time of 10 days or when).
Not displaying a convincing offer
There must be a motivation behind why individuals should react to your offer.
Solution: If you simply send a piece with details about your item, and no exceptional offer, there’s no explanation behind them to react instantly, regardless of whether they’re intrigued. However if you are putting forth an exceptional price, a two-for-one offer, a reward or discount, a year of free marketing alerts with your financial course, or some other rare or unusual benefits, individuals will probably read your piece, and request for your products.
Your message is indifferent.
The more you can customize your message, the more your prospects will feel that you are talking directly to them – it shows that you comprehend what they need and act accordingly to their needs. Try not to discuss “people in general” terms. Use terms like “you” – very often.
Solution: Compose copy that shows you know their outlook. If you can put their name in the piece, that is even better. Far better is putting forth them a customized URL (PURL). You need your prospects to read your business piece and feel just like you are talking to them sitting next to kitchen table, representing your message as if you were an old companion. If you can set up that sort of compatibility with your readers, your orders will tend to build up rapidly.
Have you launched any direct mail campaign? Yes, what mistakes did you make in past and what did you learn from them?
Let us know in the Comments section.