Direct mail is a great way to connect with current and potential customers. But when you invest so much of your budget into a campaign, you want to ensure it’s being run right. So, how do you avoid common direct mail mistakes? Here are some common mistakes and how to avoid them.
- Not updating your CRM with all information. Customer records should include all information that you have – that includes the contact phone number, address, company, etc. If you only have name and address, you might be missing out on important touchpoints.
- Not recording customer behavior. Customer behavior helps you determine what they like and dislike. If you don’t record this behavior, your marketing message might not hit upon your customers’ wants, needs and pain points. Your direct mail should be customized. You can’t do this without knowing your clients’ preferences.
- Not having accurate information. You need to validate the information in your CRM and purge as needed. Data will get out of date – people move and change their address for example. So, you need to clean up your data list as well as merge duplicate contacts. Sometimes, different people will put in the same contact with slightly different information. You need to merge these people to ensure that they’re not getting multiple pieces of mail.
- Failing to produce the right pieces. Your direct mail pieces must meet postal regulations. If a piece of mail is too big, it can cost you more money to send it. It’s important to work with a competent printing partner who understands the direct mail production process. You don’t want to overspend! needlessly.
- Not coordinating channels. When you send a direct mail piece, it should coordinate with your other channels, for example, such as digital and print. This ensures that you are hitting up people with the same message across many different channel touchpoints. This can increase brand awareness as well as improve the chances of your campaigns being successful.
Need Help with Your Direct Mail Pieces?
Then, turn to Allegra. We’re a full-service marketing company, and we can assist you with creating your customized marketing and print solutions. Contact us today to learn more.
