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10 common direct mail errors and how to avoid them
Successful direct mail does not need to be elaborated in full color or creative design. The main factors that contribute to a successful direct mail program are in the planning and implementation of the program. Avoid the following common mistakes when developing your next shipment.
1. Ignoring the important factor : the list.
Not spending enough time and effort in advance when selecting your list can lead to wasting money and time. In direct mail, a mailing list is not just a way to reach your market: it is your market. Engage your advertising agency or list broker in the early stages to help you identify and select the best list.
2. No follow up or test. Many sellers rarely test one piece of mail against another. As a result, they repeat their failures and have no idea what works.
3. Give up very easily. Marketing specialists must be patient with emails. Prospects may need to see your name several times before taking action.
4. Not have an offer. A well thought out offer is essential for a successful shipment. A perspective needs something to respond to. Studies have shown that the most shocking word is "free."
5. Too detailed. Go to the point quickly. Prospects are too busy to read and interpret extensive (and sometimes boring) content.
6. Save the best for last. Saving the strongest selling point to the end and waiting to reach a climate conclusion will guarantee the disaster. A typical potential customer reads only a few seconds before deciding whether to continue reading or throwing his mail in the trash.
7. Bad follow up. Your shipment will give better results if you call your prospects shortly after shipment. In addition, the slow fulfillment of literature requests will destroy the initial interest that worked so hard to build.
8. Do not use magic words. Free gift, no obligation, details inside, limited time only are examples that still get results.
9. Starting with the product, not with the perspective. You or your product are not important to the potential customer. The reader just wants to know, "What's for me?"
10. Creation and editing of direct mail by committee. The fewer people involved, the better. Copy rewriting and graphic design changes can cost money and time and generally have little effect on the results of the shipment.
