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Marketing Resource Blog

When Direct Mail Disappoints

Lynndell Epp - Monday, December 16, 2013

Expectations are high, right along with the piles of direct mail pieces ready to go. But, results don’t measure up. What went wrong?

According to an article published by jacobsclevenger.com, a digital direct marketing agency, it could be a lot. The article, entitled “Why your direct mail is underperforming” offers insights. They include:

Assuming your audience is just like you

People consume and process information differently. Provide enough options to capture a wide audience. According to the article, “This is why a direct mail best practice is to include a letter and brochure in each package, presenting redundant information in different formats. Additionally, the direct mail letter should present the information in two different ways. The content should include full content in paragraph form in the body, with key bullets called out in either the right-hand column or within the letter itself. This allows the audience to read the content however they prefer, i.e., in-depth or by scanning.”

Over crediting recipients’ ability to take action

According to the article, “A successful direct mail campaign is generally built off direct mail letters that underscore the urgency in making response easy for the user. A standard direct mail best practice is to provide a call-to-action multiple times within the direct mail letter, and to be extremely clear on the desired action.”

Not doing enough to break through the clutter

Bottom line, make it personal. The article points out, “The average person gets 9,000 emails a year…Digital media has increased the number of messages that inundate prospects and customers, further underscoring the need for relevancy and personalization. Relevancy is the only hope marketers have to get users’ attention and their response… customers prefer and have come to expect personalized communications. Furthermore, successful direct mail campaign tests show that personalized information, including personalized URLs (PURLs), empower and reinforce your direct mail communications.”

Eliminating clutter is particularly critical—both in your marketing decision-making and how your messaging addresses the marketplace. I grew up on a farm, where it’s common to separate wheat from the chaff. In somewhat the same way, I want to help you separate out unnecessary clutter to get to the heart of what’s most important marketing-wise.

Interested?
Let’s talk: Lyndell@mailmasters.net, 303-607-9424.

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