Direct Mail Marketing done wrong
We often wonder at Pinnacle Lists what it takes to mess up with a direct mail marketing campaign. We always try to provide our clients with the most effective targeted marketing lists for their direct mail projects. However, that is one variable of many.
I have located some good articles on the web that really speak to issues that need to be resolved prior to sending out a direct mail marketing piece.
1. Here is an article entitled: How to Fail at Direct Mail – This article highlights how over emphasizing a URL for instance can be a mistake. Another issue they highlight, which is close to my heart, is an out of date address. I always emphasize to my clients that I work with data that has a very high accuracy rating and is updated monthly.
2. Here is an article called: Using Social Media to augment your Direct Mail Campaign – One very good point that the article makes is: it is not about market saturation, it is about interest. Another challenge that was mentioned was tracking and knowing how many people actually opened the envelope vs. an email message or social media invite.
It is very important to review your mailing piece many times and pass it by several different reviewers to ensure accuracy, etc. since you are investing so much into printing, postage, and quite often a good list. Therefore, give yourself more than enough time to incorporate quality control in your direct marketing project flow.