Dos and Don’ts of Direct Mail Marketing

The benefits of direct mail can be massive when campaigns are run properly, according to those at Full Tilt Direct, experts when it comes to direct mail marketing services. With that in mind, here are a few dos and don’ts when it comes to direct mail advertising.

Do Target a Specific Audience

It is particularly important to choose your target audience. Think about the product or service you are trying to promote and then consider who you think would benefit from it. Maybe you are targeting existing customers, in which case you can use your house list for your campaign. However, it is more likely that you will want to attract new customers. This might mean paying for a targeted list of people based on the demographics you have selected.

Do Set Goals

Consider your objectives carefully and choose one goal per marketing campaign. If you try to promote a variety of products as well as a special event or sale you are holding, your audience could easily become overwhelmed and simply throw the marketing materials in the trash. Choose your main goal and make it something that the recipient will not want to refuse.

Do Consider Hiring the Experts

If you have never run a direct mail campaign before, you may benefit from using the services of the experts who know what they are doing. Those who specialize in mail advertising will be able to easily access the mailing lists required and will know how to compose content that will drive sales upwards. There will obviously be a cost involved but using the experts tends to help companies see better results.

Do Make Your Call-to-Action Count

Your call-to-action (CTA) should clearly outline the offer you are making and entice your potential customer to want more. To make it count, you need to add value and be sure that it is concise and simple. Avoid clutter and over-complicating things or your whole campaign will be wasted.

Don’tForget to Personalize Your Content

If you want a potential customer to be interested in your content, you must make sure it is personalized. Include your prospective customer’s name at the very least but taking things a step further will increase your chances of getting the result you desire. Make your offer relevant to the recipient and even if they do not act on it immediately, there is a strong chance they will save it for future reference.

Don’t Send Mail Without Value

If your content does not provide any value to the recipient, you are unlikely to see any positive results. You need to offer the reader something that they did not even realize they needed or wanted. This might be a discount on a new product or service you are selling or an invitation to a pre-sale where fantastic offers and discounts can be had. It is important that taking the time to read your mail item is going to be worth their while. Do not forget to avail the advantages of mail merge while sending mails to multiple persons.

Don’t Rush Your Campaign

A direct mail marketing campaign can increase sales of a particular product or service, but it does involve a cost. You might choose to hire experts in mail marketing to take care of the campaign for you. If this is the case, you can rest assured that they will know what they are doing. But if you decide to run your campaign yourself, it is important that you take the time to make sure you do it right. There is no point in spending money on marketing materials and postage without ensuring that you have done everything you can to achieve the greatest return.


Sudarsan Chakraborty is a professional writer. He contributes to many high-quality blogs. He loves to write on various topics.