The Dos and Don’ts of an Effective Direct Mail Strategy

Are you planning a direct mail marketing campaign? Even in this heavy  use of digital marketing, there’s still a place for direct mail. People are bombarded with thousands of emails and online ads everyday, so a piece of physical mail can help your brand stand out and get the attention of your potential customers. Your direct mail campaign needs to be executed properly, or it will be a waste of your time and money. Keep reading to learn more about the do’s and don’ts of an effective direct mail marketing campaign.

The Dos and Don'ts of an Effective Direct Mail Strategy

Direct Mail Marketing Do’s 

Seventy percent of Americans say that mail is more personal than the internet, so direct mail is full of marketing opportunities. Here are five things you need to do to create an effective direct mail campaign:

1. Do Make Your Mailing Stand Out 

People get a lot of mail, so make sure that your design is strong enough to catch their eye and that they would want to set it aside for future reference.

2. Do Proofread Multiple Times 

During the design process, make sure you proofread multiple times. Give it to your employees to double-check as well. You can never have too many eyes on a piece of marketing before it’s printed and mailed to the customer. 

3. Do Keep It Simple

People have short attention spans. Don’t write long paragraphs of information; keep it short and  get to the point right away. Graphics are also used to convey what products and services you are selling.

4. Do Give Some Incentive 

Offering discounts or other incentives can encourage people to call you directly or visit your website. Incentives and discount codes also allow you to track whether or not your campaign is effective in generating new business. 

5. Do Include a Call to Action 

Tell people what you want them to do by including a call-to-action. If you have a store, ask them to call you or stop by. If you’re an online business, ask them to visit your website.

Direct Mail Marketing Don’ts

Now that you know the five main elements of a successful direct mail campaign, here are some mistakes you should avoid at all costs:

1. Don’t Forget to Test the Market 

You can measure ROI with your direct mail campaign. You should start with a small sample of customers and see how successful the campaign is. If you don’t get any response, you’ll need to assess your marketing piece and change your call to action. 

2.  Don’t Mail to Any and Everyone 

Your direct mail list needs to be targeted in order to get the highest success rate. Don’t just mail to everyone in your town. 

3. Don’t Forget to Follow Up 

Your direct mail piece might not be successful the first time around, but don’t be afraid to follow up with multiple pieces per year. 

4. Don’t Spam People 

While following up is essential, you shouldn’t spam people too much. Your potential customers will only get annoyed if they get pieces of mail from you every few weeks. 

5. Don’t Forget to Include Your Website and Other Contact Info

Even though you’re using direct mail as your main strategy, you shouldn’t forget to mention your website, social media accounts and other digital assets. People will likely want to visit your website to learn more about your company before they give you their business.

Start an Effective Direct Mail Campaign Today 

An effective direct mail campaign can bring in tons of new customers for your business. But you need to work with a dedicated and professional marketing company who has the resources to help your campaign succeed. Contact iti Direct Mail today for more information on how we can help your business. You can also browse our services online and get your direct mail campaign started today.

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