Direct mailing is the process of sending hard copy promotional messages, such as brochures, letters, and newsletters to prospects via postal service. The goal of direct mailing is to get your customer’s attention for long enough that they will either read the message in full or at least open it. It can be an effective way to reach out to potential customers, but it has some pitfalls that you should consider before starting your campaign. This blog post by the Dot Graphics Inc. team in Scottsdale, AZ, looks at five direct mailing blunders that cost companies money and offer solutions to avoid these mistakes!
Incorrect Target Audience
The first blunder is using the wrong mailing list. Surprisingly, it is an obvious mistake that is made more commonly than you think. Make sure to research your target audience and only send mail to people who are likely to be interested in what you’re selling. Sending a promotion for a new product that your audience will not use is a waste of money and will likely result in a low response rate.
One Message for All
Another common mistake is not personalizing your message enough. Generic letters that don’t mention the recipient’s name or specific interests are often ignored. Personalized messages that show you know something about the person you’re addressing stand out from the crowd and are more likely to be read.
Conciseness is Vital
Additionally, a brochure or letter that’s too long will likely be ignored. People are busy and don’t have time to read through lengthy documents. Keep your message short and to the point, and include only the most essential information.
A Missing Call-to-Action
Do not forget why you’re sending the direct mail in the first place. Not adding an attractive call-to-action or using an unclear call-to-action can cause people to not act on your message.
People ready to make a purchase will take the time and effort necessary to determine how they should proceed, so don’t leave them hanging! Be clear about what you want them to do next, whether purchasing something or giving you their contact information for future marketing efforts.
Finally, make sure your marketing material is appropriately designed. Poorly designed material looks unprofessional and can damage your company’s image. Use good quality paper, professional graphics, and easy-to-read font.
As long as direct mail is used appropriately and correctly targeted at the right audience, this classic form of advertising still has power that shouldn’t be overlooked. By avoiding these blunders mentioned above, anyone with access to some essential tools can create effective campaigns that get results.
Making these common mistakes can cost you money in lost sales and adverse customer reactions. Avoid them by doing your research beforehand and personalizing your messages as much as possible. If you think your company in Scottsdale, AZ, needs the best printing solutions to up your direct mailing, get in touch with Dot Graphics Inc. Get a free quote now.