20 Plus Direct Marketing Dos and Don’ts

by on October 19, 2010

20 Plus Direct Marketing Dos and Don’ts

In a previous post I gave you five direct mail tips to improve your direct marketing efforts.  Here is a list of direct marketing dos and don’ts that should help you improve your marketing results:

Do:

  • Focus on your target audience as well as who you don’t want to mail to
  • Personalize your messages
  • Use direct mail to acquire, retain and win back customers
  • Make it easy for me to respond (include 800#s, URLs, mail response and
    today, mobile text messaging and social media)
  • Think through your strategy and make sure everything is in order before
    the mailing (sales, fulfillment etc)
  • Create a sense of urgency
  • Provide an offer or incentive for me to respond
  • Get creative and think about what is going to make me take notice of your mailing
  • Test everything (lists, offers, formats, messages, etc)
  • Make your mailings interactive to get the reader involved
  • Use active and directional words in the copy
  • Set goals and read results
  • Use direct mail to sell your products or generate leads
  • Hire a specialist if you never worked with direct mail – you won’t be
    disappointed.

Don’t:

  • Focus exclusively on the creative or offer – the list is the most important part of the mailing
  • Mail dated material to close to the due date
  • Copy your competition – how do you know their mailing works?
  • Try to wow me with fancy creative and forget about the benefits (what’s in it for me)
  • Forget a call to action – you would be surprised how many mailings miss this one
  • Try direct mail once and give up – it takes time to build a great program
  • Rely on one media channel
  • Get complacent with your mailings or results – you can always test and do better
  • Assume since you like something your audience will too
  • Use direct mail as a branding tool and expect sales results
  • Refer to direct mail as junk mail

OK that is more then 20 and I am sure there are more.  If you have additional points you want to make please share them in the comments section.

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