Direct mail remains one of the most effective marketing tools available, but only when it’s executed well. A single mistake can waste money, damage your brand, and kill response rates. The good news? Most of these mistakes are completely avoidable when you know what to look out for.
Here are the most common direct mail pitfalls and, just as importantly, how to fix them.
1. Outdated or Sloppy Lists
What not to do: Rely on old data, wrong codes, or undeliverable addresses. It wastes postage and puts your message in the wrong hands.
What to do instead: Regularly clean and update your lists. Use segmentation to ensure your offer is relevant to the people receiving it.
2. Weak or Missing Calls to Action
What not to do: Send a beautiful piece that leaves readers wondering what to do next.
What to do instead: Be direct. Use strong, benefit-driven CTAs and give people multiple ways to respond such as QR code, personalized URL, phone number, or reply card.
Read the rest of this feature on Printing Impressions.
