Businesses who pin their hopes on a single direct mail marketing campaign are almost always disappointed when things don’t turn out as planned. Why is this? Despite all the effort that went into the project, the response is dismal. Somehow the message doesn’t seem to have gotten through, and the overall investment produces a very small return for the business in question.
When this happens, business managers sometimes assume that direct mail marketing simply doesn’t work in the digital age. They resolve to steer clear of it from that point forward. Doing so, however, is based on a false understanding of why the campaign failed. It’s not because direct mail marketing isn’t relative today, or simply can’t reach people the way digital marketing can. In fact, there’s a lot of evidence to show that direct mail marketing is becoming more effective as the level of spam and promotional email increases.
But if direct mail marketing really can work in this day and age, then what exactly is responsible for so many failed campaigns? In particular, why do so many campaigns fail to generate a meaningful number of sales leads?
1. Focusing on yourself
It’s tempting to want to tell potential customers all about you and your business, but that’s not actually what interests them. What interests them is what’s in it for them. Many direct mail marketing campaigns fail to generate a meaningful response because they don’t offer a clear incentive to hold the reader’s attention from the beginning.
2. Bad timing
Depending on the business you’re in, there are different timing factors to consider. Don’t think that sending out your mailing will have the same effect any time of year. There’s also the question of frequency. These analytics factors are a huge part of every successful direct mail marketing campaign — and they’re almost always missing when a campaign is unsuccessful.
3. Bad targeting
Even if you have a perfectly crafted message, your campaign won’t get anywhere if you target the wrong people. Don’t be fooled by the size and scope of your direct marketing campaign — it’s really all about targeting. That means understanding your audience and knowing the demographics you’re trying to reach. It means working with a direct mail specialist who can produce mailing lists that align with your goals and your message.
A partner you can actually trust
Finding good business partners isn’t always easy in this day and age—but make no mistake about it: When you hire a direct mail marketing specialist to carry out your campaign, you are taking on a partner to help you directly with your business. You’re hiring more than just a printer. You’re hiring an analytical partner who understands the ins and outs of direct mail marketing.
That’s why it’s a mistake to choose a specialist without doing much research. By finding a reputable direct mail marketing firm who takes a proactive approach to the success of their clients, you’ll be much more likely to end up with quality results—and real, verifiable sales leads that help your business.