Don’t waste your valuable marketing dollars on ineffective direct mail marketing tactics.
Marketing is essential for every business, regardless of the size of the business or the industry that it’s in. However, not all marketing is created equal, and even when you are putting your marketing dollars in a historically effective marketing strategy, like direct mail, you can still get poor results if you go about it the wrong way. At Worcester Envelope, we do more than just provide you with custom business envelopes for your direct mail campaign; we also want to help make your campaign a success by sharing our valuable knowledge and experience with you. In our last blog, we went over a couple of bad direct mail tactics that just don’t work, and if you haven’t had a chance to read it yet, we invite you to do so! Today, we’ll be finishing up this blog series with these last couple of common marketing tactics to avoid in your direct mail campaign:
Tactic #3. You use a purposefully blank envelope to make your mailers look like they are coming from the bank or another source your audience does business with.
As we mentioned in our latest blog, as well as in many of our previous blogs, one of the biggest advantages direct mail has is that people find it to be trustworthy. While many people would be skeptical of opening an email they may feel is spammy or if they are unsure about who sent it, people have much fewer qualms about opening mysterious mail. And tapping into that curiosity by misleading your audience about what may be inside your mailer may be a great way to get them to open your mailers, but it doesn’t do anything for you when it comes to earning your audience’s trust.
What should you do instead?
Instead of trying to mislead your audience about what may be inside the envelopes you are sending to them, be upfront and honest with them. If your offer is really something that will add value to their lives and you are offering a fair price for it, then your audience is going to be compelled to open your mailers anyway!
Tactic #4. You don’t make it obvious to know how to act on the offer.
Sending mail that compels your clients to act on an offer is not enough; you also have to tell them what they have to do to act. Too often, mailers will do a great job of explaining a special offer, but they’ll make their audience search for the steps they need to take to act on the offer. Your call to action (CTA) should not be hidden in a corner somewhere; it should be prominent so that your audience knows exactly what they need to do to take you up on your offer.
What should you do instead?
Instead of hiding your CTA or making your audience guess as to what they need to do to take advantage of your offer, make your CTA loud and proud. Your CTA should be the main act of your mailers, and it should immediately draw the eye when your mailers are opened.
Knowing what not to do in your direct mail marketing campaign is the first step towards success, but the second step is to order the perfect custom envelopes from Worcester Envelope Company. With our advanced knowledge, innovative tools and years of expertise, the sky is the limit. Let us show you what a difference the right envelopes make in your campaign. Visit us online today to learn more about our business envelopes.