Direct mailing is a form of advertising that includes a variety of materials: brochures, catalogs, newsletters, postcards, flyers, and sales letters. It has been the go-to marketing strategy for the decades before the advent of digital marketing since it’s an effective and profitable way to reach out to existing and prospective clients.

BRING YOUR A-GAME IN DIRECT MAIL BY AVOIDING THESE MISTAKES

Engaging in direct mail advertisements has several advantages – including well-planned marketing campaigns that increase brand recognition and solicit sales. However, there are also a few drawbacks when a business engages in direct mail campaigns. But they can be avoided - just lookout for these common mistakes:

INCONSISTENCIES AND UNPREDICTABILITY CAUSED BY POOR SCHEDULING

In today’s digital culture, all marketing strategies have one thing in common: efficient scheduling. As a digital marketer, your goal is to be consistent and constantly present in all the social media channels and other online platforms that are relevant to the brand you are marketing.

Poor scheduling of marketing assets (Facebook posts, YouTube videos) will lead to inconsistencies that can disconnect you from your clients. It will tarnish your online presence, which is something brands definitely cannot afford nowadays.

Unfortunately, many brands and businesses often overlook the importance of creating a proper schedule, especially in direct mailing. When your client has been typically primed to receive mail from you on a regular basis, skipping one or two schedules can worry them or make it seem like your business doesn’t quite have everything together.

CAN COME ACROSS AS OFFENSIVE TO OTHER CLIENTS

When you send a customer direct mail, it is creating a personal connection with them. And as a marketer or business, if you pursue this route of marketing strategy, you must be prepared to make important adjustments like knowing the contact information and details that make up a client’s identity.

One of the worst things that can happen is to send direct mail to a client with content that is either insensitive or politically incorrect. We are living in a new generation where people’s rights are championed and we value equality and fairness. Brands and businesses must observe proper etiquette and language to make sure that their message is not offensive, or worse, oppressive.

This goes beyond just creating a negative impact on your brand, but about exercising cultural and social rights and liberties and making sure customers of all kinds are equally represented.

LOW RESPONSE RATE DUE TO POORLY RESEARCHED AND CURATED DATA

Data management practices are essential for ensuring that researched and curated data are of high quality, well-organized, and accurate. Using direct mail to generate interest and extend your product’s usefulness will help maintain customer engagement and increase favorable response for your product. Be more personal and consistent with your messaging while observing how data and curation of information evolve from time to time.

TWEAKING DIRECT MAIL TO FIT TODAY’S TIMES

PERSONALIZATION

No one wants to feel like just another customer nor get an automated message that looks dull. People tend to engage more with individual attention – as exchanging emails can be as good as having a real conversation. It’s why personalized emails become a relevant approach to getting the audience’s trust and loyalty.

ENHANCE YOUR TARGETING MEASURE

When it comes to marketing, it’s a difficult feat to try to make your messaging applicable to all demographics. Vague and generic messages are far less likely to be effective and resonate with audiences than specific, direct communication.

Keep your marketing intact by applying targeting measures to break a large market into smaller segments. This will make it easier to focus on a specific group of customers.

DIRECT MAIL IS HERE TO STAY

Direct mailing is still a formidable method of marketing that drives results, enables you to reach your audience, captures their attention, and connects with them on a personal level.

Direct Mail provides the missing personal touch in an incredibly busy environment that’s overrun by overtly digital interfaces. Don’t discount the value and impact of an analog approach. And marrying technological advancements with tried and tested marketing strategies such as direct mail equates to lasting market impact.

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