There are many variables to making a great direct mail marketing campaign. When it comes to direct mail there a handful of things that can be overlooked or done incorrectly in a campaign rendering them less successful. Open Letter Marketing is here to help by showing you some of the top direct mail marketing mistakes and how to avoid them. Read on for these tips!
Get a Solid Lead List
One of the biggest mistakes companies can make is to ignore building a solid lead list. These lists are comprised of motivated prospects that could be your next deal. If you’re just starting out, send a mailer using first class postage and remove the addresses from your list once you receive returned mailers. A solid lead list of recipients will make your campaigns more effective. Another common mistake is to not scrub your list. List scrubbing will save you a lot of time and money if done before mailing.
Continue Testing on the Content/Styling of your Mailers
Testing your mailers success can be hard work. Many businesses choose to do one test and continue the rest of their campaigns on that data. We do not suggest this strategy. Continuous testing will help you decide which call to actions reap the most reward and help you refine your lead list. After you’ve sent one mailer and collected its data, send a similar mailer changing one variable and see what results that campaign yields. For instance you may decide to change colors or a call to action. The key is to keep refining and evolving!
Create Personalized Campaigns
Potential customers get tons of mail every day, a big mistake companies make is not making their campaigns stand out. The best way to make your mail stand out is to personalize it. Using fonts that mimic handwriting help your customer feel that you care for them enough to connect with them. Also making sure that you mailers are personalized to each individual will give you an edge over other investors. Rather than Dear Homeowner say Dear John, it will make them feel more comfortable about picking up the phone and giving you a call. Personal connection will help you increase trust which is invaluable in making a sale.
Make Your Content Clear
The content of your mailer is of vital importance. You must include clear information regarding the services or products you provide in an enticing manner. The call to action portion is equally as important. If your copy feels wordy or unfocused, a rewrite is in order. Overall you want to ensure that your mail piece communicates clearly and concisely what you are able to do for these individuals and how they can get in touch with you.
Keeping track of your direct mail marketing variables may seem overwhelming. We’re here to help you understand how to create your effective lead list while testing your actionable mailers. We’re also around to make your mailers stand out from the crowd with gorgeous personalization and pops of color. Your direct mail marketing campaign success is our bread and butter, so reach out to us today if you’d like a hand at beating out the competition.