3 Mistakes To Avoid With Your First Direct Mail Campaign
While many businesses focus their efforts on digital marketing, the reality is that direct mail marketing can still be very effective. In fact, did you know that the response rate for direct mail is 13 times higher than email?
Still, if you're thinking about launching a direct mail campaign to grow your business, there are some common mistakes worth avoiding.
Not Knowing Your Audience
Even the most beautifully designed direct mail campaign can be a total failure if you're not sending your materials out to the right audience. Unfortunately, using old or outdated mailing lists is a common mistake that business owners make when they take on a direct mail campaign.
The first step you should take is to review your current mailing list and make sure your data is up-to-date. If your mailing addresses haven't been checked for accuracy in the past year or two, it may be time to purchase a new mailing list or ask your existing members to update their information before you proceed.
Missing the Point of Direct Mail
One of the biggest advantages of using direct mail is to engage your consumers' senses in a way that you cannot with digital advertising. This might mean using tactile strategies to make your direct mail campaign stand out and become memorable. Paper coatings, textures, and different materials can go a long way in making an impact with your audience, but if you overlook these possibilities and send out a boring piece of paper, your direct mail campaign might miss the mark entirely.
Overlooking the Design
Whether you're sending out a simple brochure, a flyer, or anything in between, design is key. Just as you wouldn't skimp on the design of your company website, you shouldn't overlook the importance of a visually appealing direct mail design. Specifically, be careful about choosing a font that will be clear enough for people to easily read. You may also want to limit the number of colors you choose for your direct mailing materials to two or three so as to avoid overwhelming your audience. Oftentimes, simpler is better.
These are just a few of the most common mistakes business owners make when designing a direct mail campaign. By avoiding these mistakes, you can increase your chances of a successful direct mail campaign that will yield you new customers, greater brand awareness, and a boost in your bottom line.
For more information, contact a direct mail campaign service like Wally's Printing.
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