An expertly designed direct marketing campaign can spark interest and generate a response, but certain mistakes can mean the downfall of any good campaign. Not only can these foibles waste money, but they can also keep you from achieving your sales goals. Here are some costly direct mail mistakes that marketers should avoid.
Avoid Marketing to the Wrong Audience
An effective marketing campaign should target the demographic most likely to be interested in the product. Going too broad with direct mail advertising not only wastes money, but it also can irritate potential customers of future campaigns.
Avoid Weak Calls to Action
A good call to action, or CTA, nudges the consumer to take immediate action, and proper phrasing can make a world of difference. A successful marketing campaign will avoid vague language in the CTA by telling the consumer exactly what they should do next. Rather than “sign up today,” try “sign up for your free trial today.”
Don’t Forget to Follow Up
Make sure to maintain a relationship with the consumers that you have established a connection with. If you've made a sale, follow up with a "thank you" email or call to show appreciation. If the consumer didn’t buy the product, follow up to find out what went wrong.
Keep in mind that direct mail marketing is relationship building with the consumer—it may not guarantee a sale every time, but it opens the door of communication. The consumer will be more open to buying from you at some point in the future, if not today.