- On April 27, 2022
Direct mail marketing can make a big difference for your business. With a well-crafted campaign, you can reach more prospects and turn them into happy customers. But, it’s important to handle your direct mail properly or you may end up wasting your money.
The Print House has helped countless businesses with their direct mail needs. We have seen it all and can tell you that there are a few big mistakes that every business owner should avoid when sending mailers to potential clients. Watch out for these problems:
Be Specific with Your Goal
It may seem surprising, but it’s easy to fail with your business promotion due to a lack of a specific goal. If you’re currently very busy with clients, it may be a good idea to focus on brand awareness for projects down the road. If you have certain products overstocked, marketing materials geared towards those products can help get them off the shelves.
Know your goal before you create any direct mail.
Target Your Audience
It’s vital to understand your audience. No matter how good your product or service is, there are many people who simply don’t need it or don’t want it. Researching your market and thinking about demographics before you begin a direct mail campaign can lead to a much better response.
Focus on What Your Audience Wants
It’s easy to get carried away sharing the wrong information in your business promotion mailings. Business longevity, company certifications, and other accolades may be impressive, but readers want to know about your product or service. Focus on the benefits of what you offer and your reasonable pricing to turn more readers into customers.
Be Precise with Your Visuals and Text
Branded materials should look appealing, but there is a line where it becomes too much. You don’t want to bombard the senses with flashy visuals that actually distract from your message.
At the same time, you don’t want to go the other way with your marketing materials. Some companies fill their direct mail with paragraphs of text that the audience won’t want to read.
Strike a balance between visual appeal and concise copy to have a better chance at success.
Include the Right Personalization
Personalized messages can make all the difference in every area of marketing, but it needs to be done correctly. We’ve all been referred to as “dear valued customer”, after all.
Consider the demographics of the people you are speaking to and be sure to speak their language. Use wording that fits their style and, wherever possible, use their first name in the messaging for a more personal touch.
Ensure You Are Tracking The Right Data
Many companies don’t have any idea how to track the success of their marketing campaigns. If you don’t know how your clients found you, how will you know if a campaign was effective?
Providing offers that require a customer to present your mailer can show you how many sales you received due to the mailing. Tracking the addresses where you sent the mailer and comparing them to new customer addresses can also be helpful.
Create Some Variable Testing to Help Measure Success
Testing your direct mail campaign is essential to its success. Create a few different versions of the mailer you intend to send, then show it to friends and colleagues. Ask them to take a quick look and determine what the offer is and if it looks appealing. You can also select a few different mailers, sending them to different people and tracking the success of each. Use this information to inform your next round of direct mail marketing.
Outline a Follow Up Plan
Just because a prospect doesn’t become a customer immediately doesn’t mean your direct mail campaign failed. They may say ‘no’ today by ignoring the flyer, but if you’re the only person sending them a monthly flyer, they are much more likely to say ‘yes’ in the future. Stay in the forefront of your prospect’s mind and they may come around.
With a clear message and beautifully printed materials, your direct mail campaign can lead to more success than you ever imagined. Contact The Print House today to start planning your next marketing campaign.