4 Direct Mail Tactics to Avoid like the Plague


Direct-Mail-Tactics-to-Avoid-like-the-PlagueAlthough direct marketing has proved over and over again to be a successful way to keep clients and to gain more new clients, it has to be done properly to prevent your business from losing money. Maximize the results of your direct mailing campaign by avoiding these 4 mistakes like the plague:

Tactic 1 – Using the Wrong Size Mailer

Most people are under the impression that the size of the mailer they use for their campaign doesn’t really matter, but in this case size definitely DOES matter! While you might save a few cents by using a small mailer, it can cost your business plenty of money in the long run.

Two very important reasons for using the right size piece for your campaign are:

Eye-catching – the larger the mailer, the more eye-catching it is, and the more attention you get for your campaign. This means more opportunities for your business to make a sale.

Reputation – Businesses that consistently use larger postcards (and envelopes) for mailing campaigns gains a reputation for being a reputable and profitable company. When clients can see that you are a stable, successful company, the more likely they are to do business with you.

Direct mail providers normally give you the option of choosing cards, from 4×6 (small), 6×8 (medium), and 6×11 (large). Although large cards do work better, not every company needs to use them.

Tactic 2 – Not Being Competitive Enough

How often do companies similar to yours conduct marketing? If no other companies market your product or service, then a small card will be just fine for your campaign. You can use a medium size card if other companies do a light to moderate amount of marketing. However, if there is a moderate to heavy amount of marketing from other companies, then you will need a large card for your campaign.

Do your competitors use postcards specifically in their campaigns? If not, then you can go ahead and use a small card, but if they do use postcards, then yes, you will definitely need a large size card.

How much information needs to go with your offer? A small card is fine if not much information is required, and a medium size card will do the trick if your offer needs just a little background information. If on the other hand, you need to include a lot of information with your offer, then there is no doubt that the large size card is what you will need.

Tactic 3 – Developing a Mediocre Design

The design printed on the card you use in your campaign is just as important as the size, if you want it to be a real attention-grabber. According to those in the know, the following are essential design elements to include for postcards to be successful in a mailing campaign:

  • A clear headline
  • Supporting graphics and color that “pops”
  • Interesting sub-headings on the back of the card, that lead to benefits
  • Benefits and enticing offers
  • A call to action with an expiration date, if any, for your offer
  • Your company name and logo, as well as a return address
  • Your contact details, such as web site, phone number, map, and so forth

The above elements will grab the attention of clients, and make them interested in your offer. If your card is unclear and non-compelling, potential clients will lose interest before they even read the offer.

Tactic 4 – Sending To the Wrong Audience

Even if you use the correct size card and your design is fantastic, if you send it to the wrong group of people your mailing campaign will be ruined. So do some research first to make sure that you are targeting the right audience for your particular campaign.

Direct Mail Best Practices