Contrary to popular belief, direct mail marketing campaigns are still incredibly effective. It seems that as long as there is snail mail, direct marketing campaigns will keep going strong. However, there are a number of mistakes you can make when devising your direct mail marketing campaign that can make the whole campaign a flop. If you want to get the most out of your direct mail marketing campaign, it is important to know what some of these major mistakes are. Direct mail campaigns can not only cost a lot of money, but also time, so the key is to get the best ROI, or return on investment. Here are some of the most common reasons why direct mail marketing campaigns fail.
One of the most common reasons why a direct marketing campaign fails is because the campaign does not relate to people. Either you have blanketed the wrong demographic or the campaign itself does give anyone what they actually want. If you don’t make it abundantly clear what you have to offer, the chances are incredibly high that your postcard or mailer will end up in the waist bin. So, when you are devising your marketing plan, make sure to know your demographic first and understand their needs and wants.
Another big mistaking is not feeling the water first before you take a cannonball dive. How do you know that you will get a good response? How do you know that your direct mail marketing campaign will work? The answer is that you don’t – not in the least. This is why it is important to test it out before you blanket an entire address list. It is recommended to choose a single neighborhood and then wait for the response. If the response is good, you can probably bet on the fact that a wider blast will get a good response as well. When it comes to direct mail marketing campaigns, you never want to bet blind.
Also, a big reason why direct mail campaigns fail is because they weren’t effectively mailed. This is why using a shipping and fulfillment company to mail out your direct marketing campaign is so important. For instance, KD mailing and fulfillment has the power to mail out a direct mail campaign to an entire country in only a couple of days. When it comes to efficiency, this is something that most businesses can’t accomplish on their own. However, a mailing and fulfillment company does have this capacity, which means that you can start seeing results right away.
Lastly, you want to hire an excellent graphic designer and copywriter to create the text and imagery on the directly mail campaign. A copywriter can write an excellent sales pitch and a graphic designer can place the text in a way that illustrates the best points. Also, a good graphic designer will know how to make imagery and graphics work to your campaign’s advantage. When it comes down to it, you want people to look through all their mail and put your mailer aside for closer inspection and the only way to do that is to make it stand out.