Direct mail campaigns are growing in popularity as many businesses have transitioned their marketing focus to the Internet. While the best marketing mix will include traditional marketing and newer modern Internet marketing tactics, direct mail can lower your marketing costs and increase brand awareness if it is done right. Unfortunately, many companies are making common mistakes with their direct mail campaigns that are affecting their response rates and keeping sales down. Here are 5 mistakes that you should be avoiding if you are relying on a direct mail campaign to bring in new business.
Mistake #1: Sending to the Wrong People
An email may be free to send, but direct mail costs every time. The response rates may be higher for direct mail than email, but you need to be sending to the right lists and not individuals who are not interested in your mailings. You need to know your clients interests and target prospects who want to know more about you if you want your mailings to be read and not recycled.
Mistake #2: Failing to Personalize Each Mailer
It may take a little extra time and money to personalize a mailer, but it will make a major difference. Recipients are highly more likely to spend time reading a mailer when it is addressed to them. If you are not using a customer’s name, the envelope is not likely to be open. By printing out address labels with each recipients name on them, you can watch your response rates grow and expand your sell sheets.
Mistake #3: Failing to Focus on the Customer
Customers simply do not want to read about your business and its history. When you are sending direct mailers for marketing purposes, you need to focus on the customer, a problem they have, and how you can offer a great solution. Stress how your reader is going to benefit from buying what you are selling in the opening of your copy.
Mistake #4: Failing to Use the Magic Word
Believe it or not, free is the magic word that they eye gravitates to. If you have been avoiding this word because you do not want your company to look cheap, you are making a mistake. Customers want something for free and are much more likely to contact you if you stress that quotes and consultations are free of charge.
Mistake #5: Failing to Start with the Offer
Tell your recipient what you are offering up-front. While you might think that building up to the offer is best, in most cases sales letters are not read all the way through unless you spark the readers curiosity. Be up-front, ask an intriguing question, and quickly explain your offer and how the reader will find value in it.
By avoiding these very common mistakes, you can make your direct mail marketing campaign more successful and earn a Return on Investment. Build your client base, reach more people in your community, and do not fall into the direct mail trap that many marketers are stuck in.