1. Using the Wrong Targeted Mailing List
The biggest mistake made in direct mail marketing ad campaigns is using the wrong mailing list. No matter how great your ad copy is it is not going to be effective unless you reach the right targeted market.Purchasing mailing lists is not easy because many companies will sell you lists that are too broad. Companies that offer to mail on your behalf often send your ads randomly to unidentified populations.
Be sure you buy or rent your mailing lists only from reputable companies.
2. Poor Ad Copy
Reaching the right market is only the first step. You need to have ad presentation and copy that catches the readers' eye and attention.People do not immediately start reading the "meat" of an ad. The first impression is made with your ad's visual presentation, the second with main words or phrases that pop out and then consumers read ad copy.
Be sure your ad is visually appealing, displays slogans, titles, or words that stand out. Ad copy should be brief, descriptive, and call for a response.
If your ad copy has typos, poor grammar, or misspelled words consumers are less likely to respond.
3. No Call For Action
Direct marketing is aggressive. It is not well-suited for simply announcing your business. You must include a "call for action," or encourage a response from consumers.A call to action might be a coupon, sales event, call for free consultation, etc. But if you do not include some reason for the consumer to respond (an incentive) they won't.
4. Busy Layout - Confusing to the Eye
Direct marketing is not a good advertising vehicle to go crazy with design. Save the fancy stuff for marketing brochures and websites where readers have come to find out more information about your business.Direct marketing most often involves reaching new markets which means unsolicited intrusions into the lives of consumers.
The very nature of direct marketing calls for you to be brief. You are taking up consumer's time - respect that in your ad!
Ads are typically postcards, inserts in mass mailers, a small banner ad in a publication, etc. Do not try to cram visual elements or words into small ads. If the space is small design the ad in proportion to the space.
5. Doing it Yourself - Not Using a Professional Marketer
Unless you are a graphics designer and marketing professional it is unlikely you will able to develop the best campaign for your buck.Hiring someone to help with your direct mail marketing is expensive. But doing it wrong will cost you more because you will get unfavorable results.
The saying "If you build it they will come" only applies to the movie "Field of Dreams." Sending poor quality ads, or even high quality ads to the wrong people will not work.
