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| 7 Deadly Mistakes Of Direct Mail Marketing |
By:
Jeffrey Jarvis |
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Are you looking for a way to successfully market your product, service or charitable organization? If so, one of the best ways to accomplish this goal is to develop a direct mail marketing campaign. Not only is a direct mail marketing campaign relatively inexpensive when compared to other types of marketing, it is also easy to track and can be quite effective when put together properly. In order to make certain your direct mail marketing campaign is a success, however, you need to be certain to avoid making these 7 deadly mistakes of direct mail marketing.
Deadly Mistake #1: Creating Poor Copy for Your Mailers
One of the biggest mistakes companies make when developing a direct mail marketing campaign is failing to create effective copy. Not only does your mailer need to be grammatically correct and professional, it also need to be persuasive and to include a call to action. After all, you want to give your readers a reason to do whatever it is that you want them to do. And, you need to be clear on what action you want the to take.
Whether your mailer is only 25 words long or 500 words long, it is essential that you take the time to make every word count and to get it right. If you are not a strong writer, you might want to consider hiring a writer to help you with creating the content for your mailer.
Deadly Mistake #2: Failing to Proof the Copy
After putting so much time and effort into stringing together the perfect words for your mailer, the last thing you want to do is to send out a mailer with typos or other mistakes. Worse yet, you don't want to send out a mailer that left off important information, such as how to contact you, or contains errors in other key information. Take the time to proofread your mailer before you make thousands of copies and send it out. Better yet, give it to someone you trust to look it over. Sometimes, a fresh pair of eyes will notice mistakes much more quickly.
Deadly Mistake #3: Creating the Wrong Address List
After you have perfectly crafted the content for your mailer, you need to be certain it gets into the hands of the right people. Even if you already put together a mailing list, you might want to consider enlisting in the help of a company that provides professional direct mail services to help you with putting together a complete mailing list. Not only can a direct mailing services company help you with organizing your current mailing list, it can also put together a targeted mailing list containing the names and addresses of people who are more likely to be interested in what you have to offer. Many times, direct mail services companies also provide addressing services, such as printing labels and metering the mailers so you can get the best postage rates possible.
Deadly Mistake #4: Failing to Do Your Research
In order to create an effective mailer, you need to conduct a sufficient amount of research regarding your target audience. By gaining a more comprehensive understanding of your target audience, you will be able to develop more effective copy that will help you get the results you are after.
Deadly Mistake #5: Disregarding Headlines
The headlines you use within your mailer are more important than you may realize. If your headlines fail to grab the readers attention, he or she won't read the rest of your mailer and all of your time, money and efforts will have been wasted. Remember, you only have a few seconds to grab the readers attention, so make those seconds count with effective headlines that are not boring or gimmicky.
Deadly Mistake #6: Spending Too Much Time On Design
Although it is certainly important for you to create an attractive design layout, you shouldn't place all of your emphasis on graphics and color. Content is key when it comes to creating an effective mailer, so place more emphasis on this area and consider the graphics as secondary.
Deadly Mistake #7: Failing to Test
Before you hire a bulk mailing services company to print up thousands of copies of your letter, it is in your best interest to test out your mailers on a small target group if possible. By putting your mailer through a test run, you will be able to determine whether or not your marketing campaign will be successful. If things go well, it is time to move forward with the campaign. If not, you might want to make a few tweaks before printing off thousands of copies and investing a significant amount of money into your mailers.About Author:Jeff Jarvis is the founder and CEO of Jarvis Direct Mail, Inc., which is a New Jersey direct mailing services company that provides direct mail services to businesses and organizations throughout the country. Visit JarvisDirectMail.com to learn more about his bulk mailing services and to download his free direct mail marketing book. Visit 7 Deadly Mistakes Of Direct Mail Marketing.
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