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If Your Direct Mail Doesn’t Work, Maybe You’re Committing These Mistakes
Posted on 05/30/2011
Every day you go to your mailbox to see it you have mail. As you hover over the trashcan to sort, how do you decide what piece you’ll read and what piece will fall through your hands to its demise? While direct mail is an effective tool in your marketing campaign, there are some easy ways to foil your efforts. Here are a few tips to keep your mail out of the recycle bin.
First, you must understand your target audience. Second, you must find a way to obtain their mailing address. If you’re planning to purchase a list, look to your current customers as a source for demographic and psychographic information. Current customers are also more likely to respond to direct mail, so consider a campaign for repeat business.
No Call To Action
The whole purpose of direct mail is to get people to do something. For businesses, that usually means purchasing something from you. It’s important that you have a clear call to action and that the offer is compelling. Make an offer they can’t refuse and the response rate will raise.
The quickest way to get a person to look at your direct mail is by having a clean design. Conversely, the quickest way to get them to toss it is to have a design with no purpose. Here is where you want to call in the professionals who can create the perfect piece for your needs.
How will you know whether your direct mail campaign was successful unless you include a way to track it? Include a special promotional code or make customers bring in the direct mail piece. It is important to know if you got a good ROI to determine if you want to mail again or make adjustments.