Serious Direct Mailing Mistakes You Should Avoid

Direct mailing is an effective way for businesses to develop and maintain relationships with potential customers as well as with existing clients. In Dallas, direct mailing allows you to get into the homes of your prospects and reach out to so many people. Dallas direct mailing vendors can help you plan and implement your campaign. However, a direct mail campaigns is more than just sending out a brochure or postcard. Many companies fail in their direct mailing efforts because of this mindset and the following common mistakes:

Using an inaccurate mailing list
One major goal in implementing a direct mailing campaign is to create awareness about your goods, service or brand. Reaching the right recipient is crucial in achieving this goal. This is why you should know who your target market is. Make it a point to keep your mailing list up to date. If you are purchasing or renting a list, get it from a trustworthy source.

Writing poor copy
The issue with direct mail pieces is that a good number of them would go straight into the trash bin without being opened or even read. The advantage of having good copy is your message gets easily noticed and captures your recipients’ attention. The best thing to remember when writing copy is to remind yourself of your customers’ needs. You may also want to highlight the benefits more than the product features. Clearly state how the solution you are offering will benefit them. Ultimately, keep your copy simple and easy to read.

Not including a call to action
Seeing your brochure or a letter wouldn’t exactly make your customers giggle with excitement. So you need more than just an offer of discounts and promos to motivate them. You need to present an offer, followed by an urgent call to action. A call to action tells your prospects what you intend them to do and how they will receive the reward for doing so. An offer of free trials, gifts and money-back guarantees are among the most common offers in direct mailing.

Failure to test the campaign
Another cause of many direct mailing letdowns is that companies don’t take into consideration the changes that are happening in the marketplace that could have been checked by testing. To do this, you may select a small core set of customers from you mailing list then test your campaign on them. Make an effort to analyze and act on the results of your tests. Some of the questions you should watch out for are the number of leads that were generated and the number of qualified prospects that were obtained. Testing will allow you to develop the necessary strategies to improve the outcome of your next campaigns.

Direct mailing may be a bit cheaper done other forms of marketing but failing to do it right can cost you so much. Aside from looking for the best Dallas direct mailing campaign, make sure to remember the mistakes listed above so you can avoid them in implementing your own campaign.

For more easy tips and wise ideas about cost effective and impressive print materials visit: Dallas direct mailing.


January 27, 2012 | Author: | Posted in Print Advertising

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