Top Mistakes You Need to Avoid with Direct Mail Marketing Campaign

By: Steve Morgan  |  Posted In: Direct Mail Marketing, Marketing  |  June 3, 2024

Direct mail has the characteristics that an effective marketing campaign should have. It is a great conversation starter that connects brands with their customers. Moreover, it produces the best results as people love to get mail.
However, some mistakes with direct mail marketing can lead to a mailing campaign’s failure. Due to execution or planning issues, the whole thing can go south. But what’s great is that there are ways to avoid these problems. Let’s find out how.

  • Sending Our Poorly Designed Postcards
  • Designing for your direct mail printing is more than just making it look good. The design influences the outcomes of the campaign and impacts the conversion rates.
    A well-designed postcard will direct the eyes of the reader to the most crucial information on the card and make them take the right action, whether it is to stop by your store or call to make an appointment. This is called user experience.
    However, the user interface is sometimes neglected as direct mail postcards are created to look sharp, rather than leading the recipients to take the right action. In case you make a mistake, you can send direct mail postcards that look attractive but fail to engage your business.

  • Focusing Too Much on the Features of Your Products or Services
  • Your EDDM postcards should be more audience-centric. They should focus more on the benefits of the products or services. the postcards should build on their pain points and make them believe that your company can solve the issue and enable them to tap into new markets.
    When you display the benefits of your service or products on your direct mail brochure, you can enjoy the following advantages.

  • Appealing to the emotions and pain points of the target customers to convince them to buy.
  • Focusing more on the issue faced by the potential audience rather than using technical jargon to describe the products and services.
  • A better degree of personalization and a chance to display your brand expertise.
  • Creating a Mailing List with Outdated Data
  • A mailing list is a crucial prerequisite for an effective folded brochure mailer. It contains information about your target customers, including their names and addresses. But a mailing list is only valuable when the information is validated and authentic.

    It is important to analyze your mailing database every 3 to 6 months. A few individuals might shift to a separate business or just change their address. This implies that the direct mail campaigns will be sent to people other than your target audience. Rather it will impact the response rates.

    Create a high-quality mailing list for your full service EDDM by acquiring a comprehensive mailing from reputed data vendors, using content marketing for acquiring user data, and segmenting your prospects into groups, and optimizing resources. A mailing list needs to provide adequate information about the location and industry of the prospect.

  • Including an Unnoticeable CTA
  • Your direct mail marketing campaigns are incomplete without an effective call to action, which will motivate the target audience to take the next step. Change the design elements to add a visible CTA and steal the attention of the user to the course of action after they are done reading your brochure. Highlighting CTA on the flyers will encourage a reaction from the audience and make it easier for them to take the next step.