Direct mail marketing can be lucrative, but if you make common mistakes, it could cost you.

As far as the many kinds of marketing campaigns you could choose from, investing your marketing dollars in direct mail marketing is a smart choice for many reasons. In a previous blog, we talked about a few surprising stats about direct mail marketing that show just how lucrative and powerful it can be for many different kinds of small businesses. But if you make mistakes in your campaign, they can cost you. Here are a few of the most common direct mail marketing mistakes for you to avoid in your own campaign:

Mistake #1. You haven’t identified a target audience.

One of the most important things you can do in any direct mail marketing campaign is to send your mailers to the right audience. When you use a target audience, rather than just sending out your mailers to all of the residents in your particular area, you’ll get a much better open rate. Plus, you’ll be sending your mailers to an audience that is much more likely to act, which is really what makes the investment in direct mail marketing worthwhile in the first place. When refining your targeted audience, it’s important to consider their age, gender, income level and interests.

Mistake #2. Your mailers don’t inspire your readers to take action.

The entire point of sending out mailers is to spur on some kind of action, whether it be getting a client to your website or brick and mortar store, making a sale or getting them to sign up for a service. Too often, businesses send out mailers that don’t call their readers to action at all, or their calls to action just aren’t compelling enough. When you create your mailers, it’s important to consider what kind of action you are trying to get your readers to take, and then take steps to compel them into taking that action.

Mistake #3. You send your mailers too far.

Whether you own a retail store in a specific location or you provide services to a particular area, it’s important not to send your mailers to people that are too far away to take advantage of what you have to offer. It’s important for your audience to know that they don’t have to travel far or put in a lot of effort in order to reap the benefits of what you have to offer, and your campaign will be much more successful if you keep your mailing area close to home. When determining your mailing area, think about how far you’d be willing to commute to take advantage of the services or products you are offering.

Mistake #4. Being too stingy about the benefits you are offering.

As we mentioned earlier, there’s no point in even going forward with a direct mail marketing campaign if you are not able to compel your readers to action, but how do you do that? If you give your readers enough of a benefit, they’ll take action — it’s as simple as that. But when you’re offering those benefits, you need to make sure that you make them enticing enough to compel action, and if you’re too stingy, your calls to action just won’t be all that effective. Here are a few example offers that can compel your readers to take action:

  • Bonus Gifts
  • BOGO Deals
  • Limited Time Pricing

At Worcester Envelope Company, we are dedicated to helping you create an effective direct mail campaign with custom business envelopes and insider knowledge. Visit us online today to shop our personalized envelopes, and stay tuned for our next blog to learn about more direct mail marketing mistakes to avoid.