Despite the rise of digital everything, direct mailings are still thriving as a profitable marketing outlet. That is, if you know how to properly plan and execute your campaign.
Successful direct mailings take more than designing an offer, acquiring a list, and paying for postage. If you want to get the most out of your next direct mail campaign, avoid these five common mistakes.
Focusing on Design Over Message in your Direct Mailings
A good design can go a long way in turning prospects into customers, but the design can’t save an ill-crafted marketing message. For direct mailings, remember the 40/40/20 rule: 40% of your success comes from the quality of your mailing list, 40% comes from how compelling your offer is, and 20% comes from everything else (color, size, design, delivery date, images, etc).
Spend more time on creating and tailoring your message or offer, then design your direct mailings around that message.
Failing to Target Your Audience
As dictated by the 40/40/20 rule, the quality of your recipients plays a huge part in your direct mailings’ success. Blanketing an entire ZIP code helps you reach a large audience, but unless your offer is something that every single person would be interested in, you’ll see better results when you laser-focus your audience segments.
Before you purchase a list, decide what factors will be most important when choosing your most likely buyers:
- Income Level
- Geographical Proximity
- Buying Behaviors
- Household Size and Occupants
- Businesses vs. Residential Addresses
Forgetting to Proofread Your Copy
Creating direct mailings, especially when starting from scratch, takes time and resources, and you don’t want to botch all your hard work with a typo in the final product. Once you have a final version of your mailing, have someone else proofread the copy to ensure you haven’t made a minor mistake. Set it aside and review it with fresh eyes the next day before sending it to print.
One seemingly tiny mistake on your part could be a glaring error to your recipients, which may make them question the validity of your offer or the quality that you can provide.
Not Tracking the Right Metrics to Gauge Response
Counting the redemption rate can illustrate immediate interest, but it isn’t the end-all metric to determine your campaign’s success.
Aside from the number of purchases, you should also look at how much each conversion is worth, whether that customer continues to purchase from you, and from where your new customers are coming. This can help you better tailor your future direct mailings and get a better feel for your campaign’s success.
When you regularly benchmark against the Response Rate Report, it enables your company to measure changes in performance relative to best-in-class companies.
Source: Data and Marketing Association
Stopping After One Campaign
If you didn’t get the results you expected, that doesn’t mean your campaign wasn’t successful. Keep in mind that direct mailings can help you build brand recognition and trust with your audience, even if they do not take immediate action on your offer.
Studies show that it takes multiple impressions to make an idea stick, so you may get better results with a series of direct mailings rather than a one-time campaign.
Do you have any questions about direct mailings? Just ask. We’ve been printing and fulfilling direct mail for decades!