It’s no secret that many of the most successful retailers in the world today rely on direct mail marketing. The strength and value of this type of marketing is undeniable, and it can deliver results that retail establishments have waited to see. But while direct mail marketing offers a wealth of benefits to business owners, it’s important to be cautious about how you go about using it. Following are four common mistakes to avoid when using direct mail marketing to your advantage:
The first mistake people make with direct mail marketing is sending out thousands of pieces to people who don’t even shop at their store. While this method of marketing can certainly get results, doing so will leave your customers without a way to contact you, which can lead to lost sales. Instead, focus on targeting those customers who do frequent your store or who have already shown interest in what you offer.
The second mistake that many retail store owners make with direct mail marketing is mailing to people who already have an established phone number or address for their business. While it is possible to succeed with this type of campaign, there are two major problems with it. First, it can be very expensive to use this strategy. Using it to target businesses with phone numbers or addresses that you don’t currently sell to can result in a significant loss of profit. For this reason, it’s important to only send direct mail marketing letters to those customers who have shown an interest or an ability to purchase from you in the past. For more information and questions just visit this site at https://www.orangecountyprinting.net/direct-mail/.
The third mistake to avoid with direct mail marketing is failing to target the audience you want to reach. Some people mistake an advertisement for being a form, and therefore they take it literally. Instead of looking for businesses that would be a fit for them, they’ll look at every business in the phone book and decide which one to contact based strictly on the advertisement. However, this is rarely the case, and many businesses fail simply because they sent the direct mail marketing letter to the wrong recipients.
Direct mail should always be done in an individualized way. Don’t use the same generic template that everyone else is using, or worse yet, send the same letter out in several different forms. If you have the opportunity to send a special promotional mailer to customers in an area that you don’t typically market to, then do so. But for the majority of your business, sticking to the tried and true method of mailings is a good idea.
Finally, the last mistake to avoid with direct mail marketing is passing on the merchandise to customers before they’ve even opened the actual letter. By doing this, you run the risk of the customer thinking that the product you’re trying to sell to them has expired or is damaged. This could not be more wrong for most people than trying to sell car parts to someone who has never had a car before. Instead, let the recipient open the mail and then give them a look as you casually explain what your product is. Many customers will happily take the time to look at the advertisement before they actually pass judgment on the product, and many others will completely ignore it. All because you sent the mail marketing advertisement to them in the first place!