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Direct Marketing » Tips & Facts, Best Practice | 07.05.2015

2 direct mail marketing mistakes and how to avoid them

Direct mail is still an effective way to engage with your customers but is your business getting it right? To help you make the most of your direct mail campaign, here are two common direct mail mistakes and how to avoid them.

1. Poor content

Poor content will kill a direct mail marketing campaign. You only have your reader's attention for a split second, and badly written, confusing content isn't going to keep them reading.

How can you avoid this? Producing great content isn't as hard as you might think. Think of it like any other writing exercise - you need to grab your reader with a short, punchy headline and then deliver the information clearly whilst keeping them interested. The 80/20 rule applies to most marketing content, which means that whilst 80% of people will read the headline, only 20% will read the rest - so make sure you start strong. Many brands also make the mistake of not adding a human touch to their direct mail content. Adding something as simple as a joke, or writing from the personal perspective of one of your employees or owners can make your content more relatable and keep people reading.

2. Bad design

Like poor content, bad design could mean the end of your direct mail campaign.Whilst you need to make sure that your message and offer is clear, design is just as important. Far too many brands use outdated templates, mismatching colours, and unreadable fonts - don't be one of them.

So how can you avoid this? Ensure that you take care with your design, and make sure it reflects the values of your brand. Using the same colour scheme and font across all of your marketing materials is a great place to start, as it creates consistency and strengthens your brand. Steer clear of templates, and instead create a unique design that is tailored to your brand, your content and your customers. Make sure your images are professional and of the highest quality, and that overall your design is easy to comprehend at a first glance. If it's too confusing from a distance, no one will try to read it up close. Your font needs to be simple and clear, and printed large enough to ensure all of your customers will be able to read it.