Just like any other form of marketing, direct mail marketing requires discipline and a defined marketing strategy in order to achieve great results. The following are a few very costly direct mail marketing mistakes you can make, and how to avoid them.
Focusing Too Much on Branding and Not Enough on Intent
One of the biggest rookie mistakes many individuals can inadvertently make is focusing too much on the branding components and not enough on driving a certain action, or intent, with the marketing piece. Before spending thousands of dollars on your direct mail marketing campaign, you need to define a core action or intent for the campaign. Do you want to directly drive traffic to your business? Are you trying to promote an event or seminar? Is your intent to prospect for new clients?
Determining what the intent is for your direct mail campaign is first and foremost, since the design, copy and format of the piece should reflect that. Although branding is still an important element in direct mail, it should not be the core element of your direct mail marketing campaign.
Personalization is a very powerful tool in marketing. It has been proven time and time again that personalizing marketing material has an encapsulating effect; in fact, studies show that up to 40% of consumers buy more from businesses who personalize the shopping experience across channels. The reality is that costumers want to feel special and are significantly more likely to engage with your material if it looks and feels personal.
Not Having a Defined Audience
One of the costliest mistakes you can make with direct mail is not having a defined targeted audience. Certain topics and marketing material are likely to appeal dramatically different between age groups and demographics. Having a defined audience allows you to hone in on certain characteristics of your target market where your value pitch is much more relevant and compelling. Additionally you may also realize that certain prospects wouldn’t be qualified buyers. Wasting money on customers who either can’t afford your services or who aren’t in need of your product is extremely wasteful and increases the likelihood of a failed marketing campaign.
We hope you found this article insightful. If you have any questions about what we do, or how we can you help you on your next direct mail marketing campaign please feel free to contact us.