With over 20 years experience in the industry, we now know a thing or two about what not to do when it comes to direct mail marketing, as well as exactly what to do when it comes to great design, packaging and distribution. So take some advice, read this list of common mistakes and avoid them at all costs! Or make your life easy by calling us. We’ll take care of the rest!
- Not prioritizing the mailing list. As much as great design, formatting, graphics and content are essential, having an appropriate mailing list is essential. It doesn’t matter how great your presentation or product is if you can’t get it in front of the right people–you are wasting your time. The best list you can utilize is a list of customers and prospects that have already made bought from you or that have shown interest in previous ads or products. Most businesses that take advantage of an ‘in house’ list see double the return compared to a list provided by an outside organization. Using both can be a power combination.
- Pitching the wrong thing. An ancient and well-respected rule in the world of direct mail marketing is to highlight the benefits of a product or service (such as saving time or money), with less focus put on specs and features. Recent studies have shown that this might not always be the best way to do things though, as it all depends on your target audience. For example, research conducted with engineers showed that they were more interested in mailers that contained hard data and specifications, rather than broad advertising claims. The point here – know your customers!
- Ignoring content for design. Don’t get us wrong, we are ALL about great design and fantastic images, but when you are advertising a product or service you really need to have solid content as a foundation. Pretty and vague doesn’t work, there must be substance and detail. People want to know why they should buy, exactly what they are getting and where to get it. Don’t spend lots of money on color, images and layout then scrimp on quality copy. A great way to combine great visuals and quality content it to use a direct mail DVD.
These are just a few things to be aware of, and you can check next week’s blog for more information on the subject. If you need design, content, or direct mail marketing help, give us a call today or visit our website at www.mediafast.com.