If you’re still plugging away with your direct mail marketing efforts without seeing significant returns, you might get discouraged. The marketing world already lifts up digital marketing as the only option that will get the job done. Maybe you’re tempted to drop your direct mail campaigns and switch entirely to email and social media. Before you do, let’s take a look at some of the mistakes you might be making to see if we can help get you back on the right track with direct mail marketing.
No Understanding of Buyers
Before you send out a single piece of mail, you should know exactly who will read your postcards, flyers, pamphlets, and catalogs. Address the wrong person, and your mail will go straight in the trash.
You should have a very deep and robust knowledge of your target audience, from their genders and ages to their income level and favorite hobbies. The longer you know those buyers, the better you can craft your individual messages for them. With variable data printing, you can change the message for each and every person who receives your marketing pieces.
Not Targeting the Decision Maker
Even a solid understanding of your buyers can be canceled by a misstep on the envelope. Keep in mind that the biggest decisions within any household may be made by wives instead of husbands and moms instead of dads. With women making a stunning 80% of household purchasing choices, you want to consider them when addressing your marketing materials.
Using an Old List
People rarely stay in the same house for several years at a time anymore, and businesses often move into larger spaces as they grow. Their movements may not seem to have any effect on your mailing lists, but you’d be wrong. Consider your first two points here: with such focus on addressing the right person and reaching the right audience, can you really expect “Or Current Resident” to snag the attention of potential buyers?
Mailing lists can decay at a rate of about 25% per year. That’s one quarter of your target audience who won’t get your direct mail marketing pieces next year.
Skipping A/B Testing
Some buyers respond better to psychological cues within your message than others. You can’t find that perfect balance if you’re not willing to test each and every component of your direct mail pieces. Try variations on a headline, different graphic design, and even change the offer within your postcards and flyers. When you notice that one particular mail piece did better than others, you can adopt that change for future direct mail campaigns.
Keep in mind that there is always room for improvement. Even after you’ve discovered which variables worked in previous campaigns, test those against new versions for even better results.
If you’re willing to work at your direct mail marketing, you’ll soon learn why mail is still wildly successful—and with a lower cost per lead than any other tactic. When you’re ready to grow your business, give us a call. We’ll help you avoid the most common errors so that you can see big results every time.