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What to Avoid in a Direct Mail Campaign

By Robert Johnston Subscribe to RSS | April 22nd 2012 | Views:
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Direct has been around for quite sometime now. It has long been considered as one of the tried and tested marketing strategies that help marketers deliver messages to customers and prospects. It’s actually a powerful tool if used properly, allowing you to get in touch with people in a more personal way. Sending large volumes of direct mail will provide you greater response rate especially if your materials are incredibly interesting and engaging. You will also be able to promote customer loyalty as you are able to stay in constant contact with them.

However, it’s becoming more and more noticeable that direct mail is losing its touch these days. Modern marketing techniques look trendier and cool encouraging marketers to take advantage of them. However, these modern techniques lack the personal approach that direct mail provides. So if you are seeking for a deeper and more personal relationship with your customers, it’s still worth investing in direct mail. Just find the online printer that will help you produce high quality direct mail prices. There are, however, some pitfalls in direct mail marketing that you need to avoid. They are as follows:

A poor mailing list. Direct mail requires you to invest in a good mailing list that contains the names and addresses of your target audience. It’s crucial that this list is kept up-to-date so you can weed out wrong addresses or unresponsive customers. Aside from creating the list on your own, you always have the option of renting it out from a reputable broker. You may be required to invest a considerable amount of money on the list, but the extra investment will all worth it when you start getting good results.

A poorly prepared marketing plan. Every marketing campaign should start with a plan. This will help you develop strategies that will help deliver the results that you desire. The same should be done to your direct mail campaign. You have to start with a good plan. Most direct mail campaigns fail due to poor planning or lack of it. If you don’t want to waste money on your campaign, you better start with a good plan.

Lack of irresistible offers. How can you expect your customers to take interest in your offers when you don’t provide compelling offers? No one will take interest in your business and simply throw away your direct mail material upon reading. To get a good response, you need to show people that you are worthy of their investment. You need to offer them something they will be willing to invest in.

Poor call to action. Even with an irresistible offer, you still have to tell your customers to take action right away. Give them the sense of urgency so they will be compelled to take action at once. This can be done through expiry dates and deadlines. For instance, you can offer time-restricted discounts or sales promos so people will be encouraged to take action at once. Be sure to emphasize the expiry date so they will be compelled to make immediate response.

A well developed direct mail campaign will surely deliver great revenues, loyal customers, and brand awareness to your business. There are a myriad of online printing companies that can help you produce impressive direct mail materials. Just be sure to avoid the mistakes mentioned above so you can guarantee that your direct mail campaign will be as effective as possible.

Robert Johnston - About Author:
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