Most Common Direct Mail Mistakes

January 23rd, 2013

There are many stories on direct mail mistakes – marketing pieces that were missing phone numbers, addresses, e-mail addresses, web sites and other key information. You must proofread your copy several times. If you feel you are lacking in these skills, hire someone to proofread the copy for you – or ask a colleague to review the text.

Focus on your headline – one of the most common reasons we all send direct mail to the trash is because it doesn’t have a captivating headline. You only have a few seconds to grab the reader’s attention; create an attention-grabbing headline so the prospect will want to read further. Make the headline something that will catch someone’s eye without insulting their intelligence.

Don’t over think the design – we’re all attracted to eye-catching colors, interesting shapes and four-color graphics. Don’t lose the content somewhere in the process – the content will sell your product.

Follow up – you spend money on print material; you need a follow-up plan. Be prepared to either call, mail out additional information or fulfill requests for additional information. This will optimize the success of your campaign.

Talk to the experts – companies have spent many years mastering the art of direct mail. They have figured out how it works, the right words to use and the best way to get optimal results. Do your research and ask questions from people who’ve mastered this process; they’ve made the mistakes and you could shortcut your road to success!