Direct Mailer Mistakes to Avoid
Whether you are a newbie or an experienced direct mailer, there are some common mistakes you should avoid. These mistakes can sabotage your efforts and ruin your campaign. By avoiding these common mistakes, you can avoid wasting your money and damaging your brand image.
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One of the biggest mistakes you should avoid is sending too much direct mail. Whether it’s mail or email, you want to limit your campaign to only the people you want to target. You don’t want to be sending spam to people who have no interest in your products or services. By limiting the number of people on your mailing list, you’ll increase your response rates.
It’s also a good idea to avoid sending direct mail to children. While it’s not illegal to market to children, you’ll need to age-screen them. In addition, you’ll need to include your company’s sales license number. You can also use a certified mailing service to make sure only the person on your mailing list receives your mail. The United States Postal Service will prosecute you if you’re not following federal mail laws.
You’ll also want to avoid sending out a direct mailer on a Sunday. Most households will be out of town for the weekend. Unless you have a really good reason for sending out direct mail on Sunday, it’s best to avoid it. Similarly, avoid sending out direct mail on a Monday. It’s not the best day to send mail because people are more likely to be at work. If you need to send out a mailer on a Monday, you may want to consider sending out a postcard instead.
You should also avoid sending out direct mail on bank holidays. Many people will throw away your direct mail if it comes on a bank holiday. If you have a special offer, make sure that you give the prospect a clear idea of what to do after reading your piece. In addition, you should offer a timeframe on your offer. Creating a sense of urgency is a good way to boost your response rate.
Another common mistake direct mailers make is failing to screen out people who aren’t interested in what they’re offering. Especially if you’re targeting a specific demographic, failing to screen out potential non-buyers can impact your return on investment. You also want to make sure that you’re not sending out too many direct mailers, as this can erode customer trust.
You’ll also want to be sure to follow consumer data protection laws. These laws are designed to protect consumers from having their personal information collected and misused by companies. If you’re unsure about the laws in your state, you can consult a direct mail professional who can advise you. The FTC Act is a federal law that protects consumers from misleading and unsolicited direct mail. It also provides the Federal Trade Commission with the power to investigate and take legal action against companies that violate the law.