Direct mail can help in grabbing the attention of your potential customers. You should make it an important part of your marketing strategy. If you spend a good deal of money on direct mail printing, you can generate a good return on investment.
If you are able to execute it well, direct mail marketing printing can be the most efficient aspect of your marketing campaign. But if you don’t follow some basic principles, you can end up making some costly mistakes with direct mail marketing.
So, here are the mistakes you need to avoid with direct mail printing for your business.
1. Using Low-Resolution Logos and Images
Low resolution images for your direct mail marketing materials can stop it on its track. Rather than the message within the direct mail marketing, low-resolution logos and images are going to stand out. They might also make your direct mail postcards appear cheap. This, in turn, will reduce the credibility of the brand.
So, make sure that the images and logos are saved to 300dpi. You can also provide the largest image size to the chosen printing company.
2. Not Including a Call-to-Action
Many direct mail campaigns fail to a missing call-to-action. The direct mail piece should have one call to action. It has to be bold, enormous, and easy enough for someone to notice it.
Pretend like your prospective customer is going to put away the direct mail but will remember it after days as they know how mail works. If the call-to-action is something that is easy to remember, your customer is more likely to take an action.
Here are a few tips you can follow
· Add only one call-to-action
· Make it bold and colorful
· Give it a personalized touch by using a personalized QR code or URL
3. Giving it a Poor Layout
Often, businesses make mistakes with the postcard printing and mailing strategy. You have to create a layout onscreen and then get it approved for printing. But if they are lucky enough or after the print stage that a certain page, perforations, call-to-action on the marketing material are wrong in some way. If you have a poor layout, it will prove expensive in time to come. But you can easily avoid this issue.
All you have to do is create a mock-up of the artwork before you send it to the mailing service or printer. This will help you check if the perforations are aligned.
4. Not Adding a Clear Message
The design and message of the direct mail printing should go hand in hand. A great mail design is only as good as the message. It is one of the most common mistakes with direct mail. A printer might not be able to analyze the message of the direct mail since they will not know your goal.
Your direct mail campaign should have a specific goal. So, make sure you make it evident in the mail you are printing. Your potential customer should not be in doubt.
5. Using It Only As a Coupon
At times, a direct mail coupon is a great idea but unless you have already established a relationship with your customers, these coupons can initiate the wrong kind of action. Surely, you do not want a customer that is simply looking to save a dollar. These people will drop you fast to save a few pennies.
Here are some tips that will help in getting the same benefit-
· Offer them a discount if they refer you to a friend. Add all the details in the direct mail.
· Send out a customized catalog based on the choice of your customer. This makes them feel that the products have been curate for them.
Bottom Line
These are a few mistakes that you need to avoid when you are using direct mail marketing to promote your business. If you use it the right way, it can help with branding and increase the sales of your business.
