Direct mail can be fantabulous. But, to tell you the truth, it can also be a waste of resources if it’s not done right. Here are a few things we suggest you DON’T do as part of your direct mail campaign.
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DON’T send direct mail that doesn’t have a point. Postcards the promote your business in general are much less effective than postcards that advertise a particular deal or sale you’re running. Your audience should not only learn about your business, but they should learn that NOW is the time to do business with you.
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DON’T include a boring headline. Your recipients have probably received marketing materials in the mail zillions of times before. If you want your flier to be noticed, you need an eye-catching headline that says something new.
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DON’T let your copy get too fluffy. If you were able to hook them in with an interesting headline, that’s half the battle, but the rest of the copy has to highlight the reasons your company outshines the competition. Actual facts usually work better than a string of throwaways like “great service” and “fair prices.”
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DON’T send something out that hasn’t been edited multiple times. Sometimes it takes several sets of eyes to catch a mistake, but you don’t want a potential customer to be the one that sees the mistake first.
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DON’T forget to use a mailing list. In an earlier post, we’ve chatted about how mailing lists can improve the results of a direct mail campaign, so make sure you get your hands on the right one for your business.
By the way, imPress loves direct mail more than toddlers love bubbles, so we’ve got your back if you need any help with your direct mail campaign.
