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Want a Successful Direct-Mail Marketing Campaign: Avoid These 7 Mistakes

Direct-mail marketing is one of the oldest methods of marketing and was said to be started back in 1917 although some claim the roots go further back than this. Although social media marketing is now the most popular medium for any marketing campaign, many companies still find direct-mail marketing profitable.

There are still a large marketable audience that doesn’t use the internet. If it seems to be unsuccessful, there must be a mistake in implementing it. Today, we will cover seven mistakes you should avoid in order to make your direct-mail marketing campaign successful.

 

Seven Deadly Mistakes of Direct Mail Marketing Campaign

Direct-mail marketing is one of the oldest methods of marketing and was said to be started back in 1917 although some claim the roots go further back than this. Although social media marketing is now the most popular medium for any marketing campaign, many companies still find direct-mail marketing profitable.

There are still a large marketable audience that doesn’t use the internet. If it seems to be unsuccessful, there must be a mistake in implementing it. Today, we will cover seven mistakes you should avoid in order to make your direct-mail marketing campaign successful.

 

Seven Deadly Mistakes of Direct Mail Marketing Campaign


1. Have the Right Demographics

Currently, some demographics have been growing faster than others in the US according to the latest research. For example, if you wanted to target the baby-boomer generation that are retiring now for joint ointment, then you would need to have a research of a public relations group that knows where the majority of these people live. Another example would be that of targeting the Latino population for you’re the right demographics, again you would need a research company or a Latino Public Relations company that can tell you more about this specific demographic.

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2. Not Using a Letter in Your Mailing Package

Some marketer’s direct mail only includes brochures. It’s true that brochures may contain your complete message. However, many people would still consider this junk mail. If you include a letter, your mail will become more personalized and interactive. As a result, your mail will most likely get a response. Just don’t forget to include your call to action in your letter.

3. Feature vs Benefits

It has always been the practice of many companies to emphasize benefits more than features. This is effective in some cases, especially in actual sales presentations. On the contrary, this is not the case in business-to-business marketing. Most companies process mail and have their marketing specialist’s study what is offered. Companies are interested more on specs than on benefits that are repeatedly mentioned by almost all marketers.

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4. Not Having an Offer

Direct-mail marketing is all about an offer, not a product or a service. The mistake that most marketers make is to send mail that only talks about their products or services. An offer is something like freebies or advantages that receivers may enjoy upon responding to your call to action. One good example is to ask receivers to sign up to get some freebies or free subscriptions. Use such free offers to expand products and service’s market.

5. Superficial Copy

Don’t send mail that contains vague messages. Your mail is not intended to inform or provide knowledge. Instead, your mail is intended to get a response.

6. Overselling

People are now apprehensive about sales pitches. If your company has been trying to expand its public relations pitches, and you seem to be hitting a wall you don’t want to oversell. It’s best to go to a bigger company like that of Fineman PR to bring you the success you need so you don’t over strategize.

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7. Starting with the Product – Not the Prospect

Make your receivers feel they are important. Talk about them in the initial part of your copy before you go on to your pitch. Don’t make them feel that your product is more important than them.

Conclusion

Direct-mail marketing is still relevant today. Although smartphones and the internet have made it easier to reach customers online, postal mail can still catch attention of a vast audience and will so for years to come

Source
http://www.marketingsource.com
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