Blog Post | Oct 29, 2024
Top Tips to Avoid Becoming a Direct Mail Horror Story
It’s every direct marketer’s nightmare: creating an expensive campaign that does not get results and achieves poor ROI. But by preventing simple mistakes around print quality, list hygiene, and weak calls-to-action, you can easily avoid becoming a direct mail horror story.
It’s a direct mail marketer’s worst fear: not a blood-curdling scream or something going bump in the night, but total silence.
As in, the sound of no customers walking into your store, no cash registers ringing, and no one smashing the “Buy Now” button.
It just takes a few simple mistakes to transform a beautiful direct mail campaign into a beast. What’s really scary is that even experienced direct markers make them, too: these are costly errors that can happen to anyone!
So, in honor of the spooky season, let’s look at the common mistakes that can turn a direct mail piece into a horror story.
Slashing Quality Can Result in Terrifying Consequences
If you want to be terrified, Google “faded Wendy’s sign.” That’s what can happen if you don’t choose the proper materials for the job. Those fast-food signs did not hold up to the elements and faded in ways that made the logo look downright ghoulish. If you don’t choose the right paper, coating, and ink, your direct mailer can also look much worse for wear.
Direct mailers continue to flourish because your audience welcomes them into their house and holds onto them, too. Some studies indicate that direct mailers are kept and read for as long as 17 days! The materials you choose should stand up to repeated handling and look great, too.
Direct mail is one of our specialties, and we’d be happy to help you select the paper, printing techniques, and finishes that will make your piece look great. Contact us to learn more.
Beware of Zombie Addresses in Your Mailing List
Over time, all mailing lists will degrade: people move or change their minds about a brand, or the address will be wrong due to human error (e.g., copying and pasting the wrong information).
If you’re not practicing database hygiene, you could be experiencing a higher-than-average number of undeliverable pieces or mailers that get marked “return to sender.” Over time, these ‘zombie mailers’ can be costly. So, what can you do about it?
Being proactive is a good start. If you’re purchasing a list, execute your due diligence to ensure a high-quality list with attributes that look like promising customers. If you’re building your list from scratch, use double opt-ins to confirm you’re getting leads who really want to be marketed to. Your list will probably contain email addresses, too, which can make it easier to engage with lapsed subscribers so you can either get them further into the funnel or, if they don’t respond, eliminate them completely.
Don’t wait until spring: regularly cleaning and maintaining your list can help you avoid those zombie addresses that can take a bite out of your ROI.
Is Your Call-to-Action More of a Trick Than a Treat?
An engaging and highly visible CTA can make or break the success of your mailing piece. Simply including a URL or QR code isn’t enough. Your CTA should set up the expectations for what comes next: what action your audience should take and what they’ll get in return. Some examples include:
Establish trust by letting your audience know exactly what to do and what they’ll get in return. Even ‘informational’ or top-of-funnel mailers should still direct the audience to take action and continue their journey.
Great Direct Mail Campaigns Aren’t Magic
But they are the right combination of strategy and creativity. We are much more than a trusted printer! We can help with all aspects of your direct mail and marketing campaigns. Don’t be scared: there’s no obligation, so call us today to learn more.
As in, the sound of no customers walking into your store, no cash registers ringing, and no one smashing the “Buy Now” button.
It just takes a few simple mistakes to transform a beautiful direct mail campaign into a beast. What’s really scary is that even experienced direct markers make them, too: these are costly errors that can happen to anyone!
So, in honor of the spooky season, let’s look at the common mistakes that can turn a direct mail piece into a horror story.
Slashing Quality Can Result in Terrifying Consequences
If you want to be terrified, Google “faded Wendy’s sign.” That’s what can happen if you don’t choose the proper materials for the job. Those fast-food signs did not hold up to the elements and faded in ways that made the logo look downright ghoulish. If you don’t choose the right paper, coating, and ink, your direct mailer can also look much worse for wear.
Direct mailers continue to flourish because your audience welcomes them into their house and holds onto them, too. Some studies indicate that direct mailers are kept and read for as long as 17 days! The materials you choose should stand up to repeated handling and look great, too.
Direct mail is one of our specialties, and we’d be happy to help you select the paper, printing techniques, and finishes that will make your piece look great. Contact us to learn more.
Beware of Zombie Addresses in Your Mailing List
Over time, all mailing lists will degrade: people move or change their minds about a brand, or the address will be wrong due to human error (e.g., copying and pasting the wrong information).
If you’re not practicing database hygiene, you could be experiencing a higher-than-average number of undeliverable pieces or mailers that get marked “return to sender.” Over time, these ‘zombie mailers’ can be costly. So, what can you do about it?
Being proactive is a good start. If you’re purchasing a list, execute your due diligence to ensure a high-quality list with attributes that look like promising customers. If you’re building your list from scratch, use double opt-ins to confirm you’re getting leads who really want to be marketed to. Your list will probably contain email addresses, too, which can make it easier to engage with lapsed subscribers so you can either get them further into the funnel or, if they don’t respond, eliminate them completely.
Don’t wait until spring: regularly cleaning and maintaining your list can help you avoid those zombie addresses that can take a bite out of your ROI.
Is Your Call-to-Action More of a Trick Than a Treat?
An engaging and highly visible CTA can make or break the success of your mailing piece. Simply including a URL or QR code isn’t enough. Your CTA should set up the expectations for what comes next: what action your audience should take and what they’ll get in return. Some examples include:
- Call today for a free trial.
- Sign up now to claim your discount.
- Donate now, and we’ll match it at 100%.
Establish trust by letting your audience know exactly what to do and what they’ll get in return. Even ‘informational’ or top-of-funnel mailers should still direct the audience to take action and continue their journey.
Great Direct Mail Campaigns Aren’t Magic
But they are the right combination of strategy and creativity. We are much more than a trusted printer! We can help with all aspects of your direct mail and marketing campaigns. Don’t be scared: there’s no obligation, so call us today to learn more.