Don’t Make These Direct Mail Mistakes

So you are considering direct mail in your marketing strategy. Congratulations!

Direct mail is one of the best mediums to skyrocket your ROI. If well-executed, direct mail can be the golden child of your marketing campaigns. But for the strategy to be effective, there are some critical decisions to be made.

We will be honest… some pitfalls can be very expensive in this game if you don’t follow some basic principles.

And you don’t have deep enough pockets to tolerate an expensive marketing campaign that is a flop.

Let’s help you prepare by sharing some of the most common mistakes and how to avoid them.

Trying to do it all yourself

At Active Mail, this is our core business. We’ve been in the mailing service game for decades, and we intimately know how much time and effort goes into a successful direct mail campaign.

Companies that attempt to take on a direct mail campaign strategy all themselves get overwhelmed very quickly. Sometimes it is easier to take a few things off your plate and hand them to a business whose sole focus is the direct mail campaign.

Yes, you may be thinking that it will save you money, but partnering with Active Mail can also help cut down on mail expenditures and possibly lower other costs in the long run… not to mention the headaches and stress.

Hit and miss on the target audience

It’s often very enticing to try to target a considerable cross-section of potential customers to capture everyone. But you often fail to reach anyone with this technique.

While the intention is well-meaning, it raises the bar on difficulty and overall success.

Targeting a specific, narrowed audience makes it possible to develop a concept, message, and call-to-action that speaks directly to the particular customer’s needs. When that is refined, move onto the next target audience.

Absent or hidden call-to-action

Too many mailers have the call-to-action hidden in the depths of the content… some don’t even have one at all.

Why put all that money into making a fantastic piece that entices people in… to have the person reading it confused on what they need to do next.

How effective do you think that is going to be?

Nothing is more important than a clear and concise call to action. The direct mail recipient should see the call-to-action immediately and know precisely what their next actionable step needs to be.

Cutting costs where they shouldn’t be cut

We get it, every business is out there trying to make money, and part of that equation is saving money in areas where quality is not required or directly impacts the company.

However, printing costs are not the place to sacrifice quality for a lower price.

Direct mail is an extension of your brand and business. If you deliver poor quality mailers, bland design, substandard or faded colours, and a garbled message, the result is a direct reflection on how YOU do business.

We understand campaigns aren’t always cheap. But wouldn’t you rather have a piece that gets the attention of your target audience and entices them to act than a piece they chuck in the garbage with the rest of the rubbish.

At Active Mail, we have numerous examples of businesses that have invested in premium design and high quality digital or offset printing, creating successful direct mail campaigns that stand out in the crowd and generate significant returns.

Go big before you test

You should send out a few test pieces before committing to a big production campaign.

There are several reasons why you should do this.

• It would be best if you were confident the money you are about to spend is worth it. Make sure you have a good amount of feedback on the quality and readability of the mailer before sending any designs out the door.
• You need to know if the post office can mail your specific mail size (for the people who have gone innovative). And it is valuable knowing how long the piece of mail gets to the mailbox. This is particularly important if you have a specific delivery date for a limited time offer.

Leaving direct mail to do all the heavy lifting

We’ve heard many complaints over the years from customers who tell us that their past bulk mailing campaigns weren’t effective (clearly not done with Active Mail!) Then they reveal they didn’t follow up the direct mail piece with any other communication. Big mistake.

Don’t send out a mailer thinking life is going to change, and people will be beating down your door within 24 hours. You wouldn’t expect that sort of magic from one Facebook ad.

A good marketing strategy integrates printed pieces with other well-designed marketing tactics, such as social media campaigns or follow-up calls or visits.

The most important principle you should follow – include your printer from the start. The team at Active Mail are experts in direct mail campaigns. We can guide you on the right campaign for you, depending on your budget and goals.

Active Mail can answer all your questions and prepare you for a well-designed campaign that will deliver effective responses. Every. Single. Time.

Let our experienced staff take the stress and headaches out of your next Direct Mail campaign and find a solution to fit your unique business.

Take the first step now, and contact us for a no-obligation consultation.