We've said it before and we will say it again - direct mail marketing remains one of the most powerful advertising tools a company can use. Now there was a time when companies would send out millions of generic pieces of literature in the vain hope that someone would respond to one. Nowadays direct marketing is much more targeted, focussing on specific target audiences who are enticed by creative material.
Saying that, it only works when it is done correctly, and there are a number of common mistakes that are likely to put the recipient off following up on what they have been sent.
- Being too broad:
By sending out advertising materials to anyone with a postal address is a massive no-no. Not only is it a massive waste of money, but many recipients will be annoyed to have received completely irrelevant promotional materials. For example there is no point distributing promotional flyers for a new cocktail bar to people under 18 or pensioners. Narrow down your mailing list to match your target audience.
- Poor quality content:
As with most forms of advertising you will only have a few seconds to grab the attention of the recipient. By evoking an instant emotional response, such as fear, greed or love, you are more likely to get their attention than by using a confusing or unengaging design.
- Poor call to action:
Don’t be vague with your call to action. Generic ‘buy now’, or ‘click here’ are not as effective as actually spelling out what you want your customers to do – e.g. ‘Order on our website today’ or ‘claim your free trial today’.
- Not integrating multiple campaigns:
So you have a direct mail campaign and you have a social media marketing campaign. There is nothing more effective than combining the two. Use your direct mail campaign to drive visitors to your website and social media. This will drive engagement and will help to spread information about your company virally.
- Not following up:
It doesn’t matter how obvious this may seem, it astonishes us the number of companies who do not follow up leads and sales with follow up messages. If someone has recently made a purchase, do not sit and wait for them to call again. Follow it up by sending a new catalogue, discount code or other promotional literature to make them feel like a valued customer.
If you would like help planning your next direct mail marketing campaign, do not hesitate to contact us on 01603 488001 or
websales@col-print.co.uk.