Consumers love direct mail, but just because your beautifully designed letter or postcard arrives in their mailbox doesn’t mean they are automatically going to read it. Even with the most eye-catching pieces, common mistakes can hinder your success. Let’s look at five top mistakes to avoid in order to get the best results.
1. Inaccurate targeting
Your piece may look great, but if you’re sending it to the wrong audience or not including relevant information, it’s going to be a dud. Instead of delighting your audience, you’ll get lower response rates and risk damaging your business reputation.
2. Poor data quality
When was the last time you cleaned and updated your mailing list? Whether they’re changing jobs, upsizing (or downsizing) their homes, or just looking for something new, Americans move an average of 12 times in their lifetimes. In the business environment, the average worker makes a career change every four years. Keep your mailing list up to date!
3. Overlooking personalization
Even something as simple as personalizing a piece using the recipient’s name causes them to take a second look. Adding relevant information based on what you know about them holds recipients’ attention even further. Personalize your mail pieces, even if it’s just their name. This will increase response rates, increase engagement, and create opportunities to deepen connections.
4. Ignoring print quality
Thinking about using a lower quality of paper or going with a cut-rate printer to cut costs? Don’t! Even with a great list and a powerful call to action, a poorly printed piece risks being sent right into the trash. Plus, it looks very bad for your brand.
5. Not integrating with digital channels
We live in a busy world in which your audience is constantly being bombarded with marketing messages. Don’t risk getting lost in the noise. Integrate your print and digital campaigns to keep your name in front of your audience. Combine print, email, social media, and events. Drip, drip, drip your messaging until it breaks through.
Successful mailing campaigns aren’t rocket science. Focus on accurate targeting, personalized content, and seamless integration with other marketing channels. With careful planning, attention to detail, and a commitment to maintaining high-quality data, you can see a huge payoff in the end.
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