Avoid These Direct Mail Marketing Mistakes
Marketers are always under pressure to deliver. If the company isn’t reaching its targets, marketing gets blamed. When cuts need to be made, it’s often marketing that sees some of its budget disappear. But this shouldn’t be discouraging. As a marketer, you need to be more precise and more effective. That’s where direct mail comes into play.
Direct mail marketing today has evolved. Technology has been integrated into the delivery of direct mail marketing campaigns to increase its efficiency. Marketers are getting better results than ever using dynamic techniques that engage clients on multiple levels.
Despite its effectiveness, there are definitely some dos and don’ts when it comes to executing a direct mail marketing campaign. Let’s take a look at some common mistakes every marketer should avoid.
Renting a Bad Mailing List
Nothing will halt a campaign faster than an inadequate mailing list. Everything starts with sourcing qualified leads. And if this foundation is off, then absolutely nothing you can do will get you the conversions you are looking for. The best way to avoid a bad mailing list is to work with a reputable list broker such as Macromark.
Your Offer Isn’t Compelling Enough
If consumers don’t feel motivated to take the next step, then you haven’t made your offer intriguing enough. You must give customers a reason to act. Your reason should be clear and should contain some extra incentive that pushes them to make a move.
If you think a poor mailing list will stall your campaign, try sending out cookie-cutter mail. Those days are long gone. Today, consumers expect you to read their minds and know exactly what they want. If they feel for a moment that you aren’t speaking to them and them alone, then expect your mailer to end up in the trash.
You’re Not Testing All the Time
It doesn’t matter whether your initial campaign failed or hit the mark. When using direct mail, you constantly need to be testing. People’s expectations are always changing and you need to find ways to gain or keep their interest. Implement a tracking system in your mailings and measure and adjust your campaigns as you go.
One area where many marketers fall short is in the follow-up. You do everything else well, but if you’re not responding to inquiries or following up after a sale to ensure everything went smoothly, then you’re missing out on an important aspect of customer relationship management.
Macromark knows better than to make any of these mistakes. We have three decades of experience in direct mail marketing, and we’ve been able to adjust throughout the times and continue to thrive as one of the most responsive list brokers in the industry.
Macromark is ready to help you launch your next campaign and make sure you avoid all of these mistakes. Contact us now for more info on our mailing lists.
Simpson, C., “10 Direct Mail Marketing Mistakes to Avoid,” The Entrepreneur, August 8, 2016; https://www.entrepreneur.com/article/279157