things direct mail should never have

We spend a lot of time talking about the many ways you could add to the experience of direct mail marketing, from integrating digital techniques to sending out free samples. Sometimes, however, you have to think about all the things that should never be there—things that might actually detract from your message, if you’re not careful.

So, what are these things your direct mail should never have? Let’s take a look.

Bad Spelling and Grammar

This one seems like a no-brainer, until you receive yet another piece of mail with a horrifying error in the headline. No matter how long or short your message may be, have someone proofread it more than once. If you’re not sure of the wording, the spelling, or the sentence structure, always look it up. Plenty of online resources are available to help you craft a strong, grammatically correct message.

Too Much Cleverness

Hopping on board with the latest trend can definitely help you gain the attention of your audience, but don’t be too quick to adopt the latest phrases and sayings. What you think is clever and witty might simply confuse your target audience.

Before you send out any mail with trendy catchphrases or clever headlines, test your material on people you trust. Make sure those critics fit your target audience so you can get an accurate idea of how your mail will be received.

Extraneous Text

You don’t get a lot of time to catch a buyer’s attention with your direct mail. If you overstay your welcome with too much text, regardless of whether you’ve sent a postcard, flier, or letter, that piece of mail will immediately go in the trash.

Always hone your message so that the point is immediately evident. Use powerful words that need no adjectives, and cut as many adverbs as possible from the copy. Your buyers will appreciate that you got right to the point.

Cheesy Stock Images

If you want to make a real connection with your buyers, you have to be real. That means cutting out any stock photography and graphics, especially images that appear fake and overdone. You also run the risk of using images that legally belong to other people, especially if you're not fully aware of media copyright laws.

Instead, use some custom graphics, even if they’re simple. Include images of your company, staff members, and products. The transparency that occurs when you cut out the cheese and provide real images is an added bonus that helps to build trust with your buyers.

Confusing or Conflicting Offers

We know; you want to excite recipients by offering them the chance to save money. That desire to excite can sometimes lead you to cram several different offers into one piece of mail. Most of your recipients will be confused if they see more than two calls to action, and even more so if those offers seem to cancel each other out.

Instead of cramming all the offers into one piece of mail, segment your audience so the right person gets the right offer. For instance, instead of offering a discount for new customers, a buy-one-get-one for existing customers, and a free gift for loyal buyers all in the same mail piece, separate those mail pieces so they go to each type of customer with their customized offer.

As always, we’re here to help you ensure you reach your buyers with the best possible direct mail marketing. With experience in print, marketing, and postal mail practices, we’ve developed techniques that help you get the right message to the right buyer at the right time. If you’d like to explore the many ways we can help, just give us a call at 877.377.5005 or send an email.