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How Not To Run Your Next Direct Mail Campaign
We spend a lot of time discussing how to go about correctly conducting direct mail campaigns. We’ve given examples of how companies have effectively utilized direct mail to generate interest in an event, attract media, gain new customers, and in some cases earn millions and even billions of dollars.
Just as important as knowing what it takes to conduct a successful direct mail campaign is recognizing what not to do. From time to time, we like to offer some advice on practices that can negatively impact your campaign and ultimately cost you valuable dollars. Here are a few to stay away from:
Starting With a Bad List Leads to a Bad Finish
There’s a reason this is number one. Everything pretty much starts and ends with the targets on that list. If you don’t take the time to properly filter your list with high-quality targets, then nothing else you do following will make much of a difference.
Poor Design
No matter the demographic of the targets, people have always been more visual. That means that whether your design is simple or robust, it must be aesthetically pleasing to look at. In basic terms, your design cannot be ugly. Apart from sending mail to a customer that has no interest at all in your product or service, nothing will end up in the recycling bin faster than a poorly designed image.
Ignoring Postal Regulations
Not understanding or following the rules set out by the postal service can increase your charge of mailing. Further than that, and perhaps more damaging to your campaign, not conforming to rules such as placement of recipient addresses, not having the proper distance between the edge of the postcard and the barcode, or not having postcards shaped in the right kind of rectangle, can result in your pieces not even being mailed. These regulations are not insignificant by any means and need to be adhered to with strictness.
Only Mailing Once
Direct mail marketing is based, in part, on repetition. You need to be sending mail, analyzing results, then sending more pieces using what you’ve learned from the previous campaigns. Sending out one piece of mail one time is not going to get you the results your business is looking for.
Working With Just Any Direct Mail Marketer
Direct mail is not a game for beginners, nor is it a system you should try to do on your own. Working with a direct mail company who doesn’t have a strong reputation, proven results, and a wealth of experience will cost you much more than what you think you’re saving by trying to either go with a less expensive company or worse, doing it yourself. Direct mail campaigns require discipline, tact, and a team that understands every step of the process intimately.
It takes a lot to execute a successful direct mail marketing campaign. Many moving parts have to come together seamlessly and that takes communication and a clear vision on the goal of the campaign. Macromark has close to 30 years of experience providing lists and leading direct mail campaigns from start to finish. Our reputation speaks for itself and we are strongly focused on results. Learn more about how we can prepare your next direct mail campaign by visiting our web site.
David Klein
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