Direct Mail – What NOT to do

Direct Mail – What NOT to do
  • By VPP
  • Jul 14, 2014

Direct mail is one of the most powerful ways to market your products and services, but it’s ineffective if it’s not done right. Don’t waste your resources by blindly sending out pieces and hoping for the phone to ring.

Do NOT:

NOT identify your audience. We realize this is a double negative…in other words, make sure you identify your audience! Mail gives you the ability to target specific individuals, so take advantage of that strength and decide which segments will most likely respond.

Do NOT:

Rely on unclean data. Scrub your house list to ensure you’re not mailing pieces to inaccurate addresses, the deceased, people who have asked to be taken off your list and targets who have moved or changed jobs.

Do NOT:

Present a so-so offer. You’re sending a piece to motivate people to act, but your mail will do just the opposite if an offer is just so-so. Make your offer appeal to the target audience.

Do NOT:

Fail to indicate a call to action. When creating your call to action, ask yourself: “Does this offer create a sense of urgency?” Clearly spell out how people can take advantage of your offer and provide a variety of ways to act (phone, email, website).

Do NOT:

Use a mediocre design. Professional copywriters and designers can help you best communicate your message. If you prefer to design the piece, keep in mind that simple is usually best. Make the offer clear and concise and the design should match your brand.

Do NOT:

Forget to follow-up. Be prepared to quickly fulfill any orders or interest generated by your piece. If you disappoint a target who has raised his or her hand, why did you go through the effort at all?

More than ink and paper.