Direct mail marketing can produce some of the highest conversion rates. The average campaign converts at a 4.4 percentrate, which is significantly higher than electronic mail's .12 percent average. However, you can only expect these optimal results by running a smart campaign. To get the most out of your direct marketing efforts, avoid these costly pitfalls:
1. Not choosing the right prospects.
You first step should be deciding who you are approaching in this campaign. Are you targeting new residents? Parents of young children? Choose your list carefully to assure that every cent spent on postage is used pursuing the people who are going to be most receptive to your message and product.
2. Burying the lead.
A call to action feels like it should be the pay-off at the end of a lengthy and exciting buildup. Yet you should also have some sort of incentive for people to open, in the first place: Make sure that you have something to invite people into your mailing, and then another message near the top of your front page to incite them to keep reading and see what you have to offer.
3. Not personalizing your mailing.
By personalizing a message, you have a much higher chance of getting someone to open it and respond. It starts by addressing the recipient by name. Mail addressed to a person by name instead of as "resident" is far more likely to be opened. On the inside of your mailing, speak directly to the person you are addressing. When people feel that an offering is relevant to them, they are more likely to respond.
4. Failing to tie in your social media presences.
Make sure to mention your Facebook, Instagram or other relevant social media profile somewhere in your mailing. This way, prospects have the opportunity to stay in touch, even if they are not ready to buy. Over time, you can begin to build trust and familiarity that can convert into a lasting and profitable relationship.
5. Making it all about your product instead of prospects’ needs.
Another way of thinking of this is features versus benefits. Don't only write about all of your product's specs and features. Your recipient doesn't know your product, and, frankly, has no reason to care. What the prospect does care about is what is in it for him. Start by talking about the benefits of your product and why it will solve a problem or enhance his life.
6. Not tracking results.
It's impossible to improve if you don't know what you are currently achieving. In every mailing, use unique identifiers that can help track your success rate with measurable results. This can be a specialized landing page URL, a coupon code or a dedicated telephone extension. By tracking what works and what doesn't, you can continue to create more effective campaigns over time, increasing your direct marketing ROI.
7. Not following up.
It can take several touches to close a sale. If you send one mailing and never contact that prospect again, you are dramatically lowering your chances of success. Send a remarketing campaign a few weeks after the original, and it will strengthen the initial offering.
Every facet of your direct marketing campaign should be formed through careful deliberation and attention to detail. Consider hard questions about how you would feel about a campaign as the recipient, knowing nothing about your company. By seriously contemplating these answers, you can create the most appealing campaign possible, increasing your chance of closing the sale and building a fruitful relationship.