There are so many reasons to invest your marketing dollars in a direct mail campaign.
Investing in direct mail marketing is an affordable way to get your business’s name out there and generate sales. Customers who receive mailers are more likely to actually open them, take the time to read them and act on them when compared to customers who receive marketing e-mails — all of which make direct mail marketing an effective approach. However, even though investing in direct mail marketing can be incredibly lucrative, it’s also not completely fool-proof, and making common mistakes could cost you. In our last blog, we went over a few direct mail marketing mistakes to avoid, so if you haven’t already, check it out. Keep reading to learn about more common direct mail marketing mistakes:
Mistake #5. You didn’t personalize your message.
One of the reasons why many people feel that direct mail marketing is outdated is because there is a perceived lack of personalization, but the fact is that you can personalize your direct mail marketing campaign just as effectively as you can personalize an e-mail marketing campaign. Not only is personalization an option, it’s an option that you should definitely take advantage of. Different customers and clients will be compelled by different benefits, and each one has their own unique pain points that need to be considered. When one of your mailers is opened, the immediate benefit to that particular reader should be clear right away.
Mistake #6. You don’t test your mailers.
In order to provide your readers with the most effective direct mail marketing materials, you may need to do a little bit of testing. If you send out just one version of your mailers, how can you possibly know that there’s nothing you can do to improve them or make them more effective? Tweak something every time you send your mailers out, whether it be the design, your call to action, your price list or anything else. This kind of testing will help you determine what works best for your clients and what will get you the most bang for your buck.
Mistake #7. Your call to action has too many steps or is overly complex.
As we mentioned in our last blog, getting your audience to take the leap from just reading your mailers to actually taking action is the entire point of investing in a direct mail marketing campaign to begin with. However, it’s important to make sure to include the right kind of call to action. The longer it takes or the more steps that have to be taken to take advantage of your offer, in the readers’ eyes, the more it diminishes the benefits they can receive. The easier you can make it for your readers to take action, the more likely they are to actually do it. So make sure that your calls to action aren’t overly complex or don’t involve too many steps.
Mistake #8. You don’t track the results of your campaign.
How will you ever know if you’re getting a good return on your investment in direct mail marketing if you don’t keep track of the results of your campaign? Tracking the results of your campaign is a must, and while it might be slightly more challenging to track the results of a direct mail marketing campaign than it is an e-mail marketing campaign, it is still very possible. One great way to track your results is by having your clients bring in a physical coupon when they take advantage of an in-store offer, or by entering a coupon code from the mailer when they take advantage of an online offer.
Avoiding these common direct mail marketing mistakes can make for a more lucrative and effective campaign. But in addition to avoiding these mistakes, it’s also important to send your mailers in the right envelopes, and Worcester Envelope Company can help. Shop our bulk envelopes online today!