Stop wasting your marketing dollars on direct mail tactics that just don’t work.
At Worcester Envelope Company, we are in the business of manufacturing the best bulk envelopes for direct mail campaigns. We know for a fact that direct mail can be an effective marketing strategy. After all, consumers trust direct mail much more than they trust email, and what’s more is that your audience is much more likely to actually read your direct mail than they are an email. But the thing is, regardless of how well direct mail performs across the board, like any marketing channel or strategy, how you implement it will determine how successful you are. If you throw your marketing dollars at the wrong tactic, all your doing is wasting your money. Luckily, our experts at here to help. Here are a few of the most common direct mail tactics that just don’t work and you’d be better off avoiding:
Tactic #1. You use misleading subject lines to try to lure your customers into opening your mailers.
Have you ever gotten a mailer that said something along the lines of, “time-sensitive account information” or “immediate response requested,” and when you opened it, it was just an announcement of a sale or promotion? While both of these subject lines will certainly get your readers to open the envelopes, if you use them to trick your audience into reading a regular offer, they’re not likely to get them to take action on your offer. As we mentioned earlier, consumers see direct mail as more trustworthy than email, but you can easily lose that trust if you betray your audience with misleading subject lines.
What should you do instead?
Use a subject line that is both compelling and honest, so that you can give your audience a legitimate reason to open your mailers. If you are sending an offer about a sale, instead of having a misleading subject line, like “time-sensitive account information”, use a more honest subject line, like “take advantage of our money-saving offer before it’s too late!” Both of these subject lines create urgency, but the latter won’t make your audience feel like they are being misled.
Tactic #2. You send mailers to your audience that are irrelevant to their needs.
Thanks to the many ways that we are now able to collect data, businesses have a wealth of information about their clients and customers. After someone makes even a single purchase from you, you’ll have enough information to form at least a basic personalized campaign for them. Too often, businesses waste their time by sending their clients and customers information that isn’t relevant to their own specific needs. For example, a dentist may send an offer about a special deal they’re having on braces, but the person they are sending it to already has braces or has just recently had them taken off. This is a direct waste of your money and your customer’s time, and it may even cause them to lose some level of trust in your business.
What should you do instead?
Use the data available to you to make your campaigns personal for each and every one of your clients or customers. Personalization is important for so many reasons, but it’s more than just adding a name instead of “dear customer.” You need to be able to gear the best possible offer towards your customers appropriately in order to get the best possible results.
Don’t let the wrong direct mail tactics cause you to waste your marketing dollars. Take the first step towards creating a more effective campaign by purchasing the custom envelopes you need with Worcester Envelope Company. Visit us online now to get started, and be sure to stay tuned for our next blog to learn about a couple more direct mail tactics that don’t work.