When it comes to direct mail, oftentimes knowing what types of things you should be avoiding is just as important as knowing as much as you can about current trends, tips and best practices. Direct mail is not a zero sum game – there’s no one “right way” or “wrong way” to do this. But there are certain pitfalls that could derail even the strongest campaigns before they’ve ever had a chance to really strike a chord, which is why there are a number of key mistakes that are absolutely worth taking a closer look at.
The Critical Direct Mail Mistakes You Need to Avoid
By far, the number one direct mail mistake you need to avoid involves taking absolutely any element of your campaign for granted. Plastic postcards are effective materials for your marketing campaign, for example, for reasons we’ve gone into great detail on in the past. But they are not enough to get the job done in and of themselves.
You still need to pay attention to every element of your graphic design to guarantee that your message is being conveyed in the best possible way given your audience. You still need to use targeted mailing and direct mail analytics to make sure your message is getting in front of the right people in the first place. Even if something works, you still need to employ techniques like A/B testing to help it work even better.
All of this needs to come together to form something that is greater than the sum of its parts – you’re trying to build a true experience in every sense of the term and that won’t happen if you still think that any one part of your marketing campaign is more or less important than any other.
One of the biggest examples of this is the classic uninteresting offer. Even if your copywriting is perfect and your audience has been carefully cultivated, it ultimately won’t mean a thing if your offer just isn’t good. You still need to offer something that is time sensitive to create a sense of urgency that will ultimately motivate people to act fast.
If you’d like to find out more information about the types of direct mail mistakes you should be working hard to avoid, or if you’d just like to sit down and discuss the specifics of your own situation with someone in a little more detail, please don’t delay – contact us today.
