Common Errors in Direct Mail Marketing
By : Admin
Direct mail marketing could be considered as one of the best methods of building a business online. It is fast, cheap and effective. However, one has to be very careful while taking e-mail marketing campaign into consideration because even a single mistake can lead to a drastic loss!
You need to be very careful while reviewing a campaign at the beginning, in the mid-course and of course, in the end. Most of the errors lie in the planning only and these results due to trying to rush into the mails without even sitting down and thinking properly! Trust me, it is not unusual to mistake in direct mail marketing campaigns!
Let us know have a look on the common mistakes that occurs:
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Use of wrong list: Always make sure that the list you are using is current and targeted to meet your needs. Because most of the times marketers use list which is not targeted, which results in no response.
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Wrong message: It’s mandatory that your direct mailer clearly communicates your message to your audience. It should be able to speak more effectively to different target audiences.
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No call to action: Always make it clear to your readers that what you want them to do. Do you want them to mail you, buy from you or something else, so that they might not feel perplexed otherwise you will be loosing the motive of sending mail?
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No testing: It is always advisable to test out anything you plan to use to market or advertise your business in order to see if it makes an impact, rather predicted impact!
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Do not hype: It is a common practice among the new marketers and the olds that they hype their product or service without telling the readers, the benefit that they could derive out of it! Try to highlight the actual benefits!
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Not proofing the copy: Always make sure that you do not miss on the necessary information like the phone numbers, addresses etc. Try to make an effort on proof reading so that the copies will be error free.
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No focus on headline: Pay due consideration to the headlines. It should be catchy enough. We know that the marketer has only a short span of time or precisely, a few seconds to grab the attention of the reader, and this could be done effectively through putting great stock on proper and attractive (catchy) headlines.
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Much focus on the design: This is among the most common errors that we stress much on the colors, graphics, shapes and designs and thus, overlook the content. Due consideration should be given o the content as it is the king of the web!
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No follow-up plan: Proper follow up should be done which includes calling, mailing, and not sending fliers and brochures only.
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Not personalizing your mailing: Make sure that your sales letter carries as much personalization as it can. A customer’s name is the most important word to the prospect and it should be used more often!
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Forget about the envelope: Remember that your envelope is your first contact and it attracts attention too, so try to use strong teaser copy and/or an odd shaped envelope as this would certainly work for you!
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Running over budget: Try to run the campaign under budget because if in any case it would go beyond the budget you have estimated, then you will be the only who suffer!
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Ignoring timing: Remember that your goal is to give your customers the right message and try to send it when they are apt to take the time to read it. Try to time your message to exactly when you think your customer is going to act on it.
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Over targeting: Be careful to avoid over-segmenting your data base in your efforts to reach your target audience as it is going to benefit you only!
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Not having an offer: Remember that the direct-mail package should sell the offer, not the product itself because an offer attracts reader when he knows that he will be getting something in return of responding to your mail.
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Failing to appeal to senses: Try to plan a mailing adding a solid object, fragrance or even a sound. Think about making it more powerful.
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Not reviewing direct mail: Get reviewed your direct mail campaign by the panel of experts who have in depth knowledge of direct mail marketing. Always try to resort to the experts who have given their life in gaining experience and they are the masters of the art of mail marketing!
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Forgetting that size matters: Don’t forget that size because an unusual size or shape can make a big difference in terms of which mailer stands out in a recipient’s mailbox.
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