|
Back to the Help Desk
7 Reasons Why Your Direct Mail Campaign Didn't Work
by Eileen Coale
|
A small business owner
recently said to me, "Direct mail doesn’t work. I tried it once."
That’s like saying you don’t like boat rides because you tipped over
in a canoe once. Direct mail, especially at the local level, is
underappreciated and underutilized. Done right, it can be a stealth
weapon that outsmarts the competition. If your direct mail efforts
have fallen flat in the past, chances are it was for one of the
following seven reasons. |
|
|
#1 You used a crummy mailing list.
The quality of your list is the single most important factor in a
direct mail campaign. If you’re going to buy mailing lists, learn
all about them first, because it’s easy to get a list that doesn’t
perform well for you. If you’re a very small business, build your
own. A couple years ago, I promoted my copywriting services to
marketing, graphic design, and ad agencies. After researching my
prospects and building the list myself, I sent a single postcard to
63 people at 60 agencies. I got 8 phone calls, 7 appointments, and 6
new clients – a 12% response rate, when the average response rate
for direct mail is just 1% or 2%.
#2 Your direct mail piece lacked a compelling offer.
A laundry list of your services is not a compelling offer. A special
package deal, a limited time offer, or a one-time discount can all
be compelling offers. Make sure you have one.
#3 Your piece didn’t have a compelling headline or well written
copy.
You’ve got literally 2 seconds to catch the reader’s attention
before he throws away your mailing piece. A good headline will do
that for you, and draw the reader into the copy. If you don't keep
the reader's attention, it's a slam dunk into the trash can.
#4 Your piece didn’t tell the reader what to do next.
Don’t make the reader guess. Tell her to call a phone number, visit
a web site, or fill out a form. Make sure it’s clear what the next
step is.
#5 You only mailed to the list once.
Once just isn’t going to do it. Create a campaign that reaches out
to your prospects at least three times over the course of a couple
months.
#6 Your timing was off.
Sometimes the timing is within your control and sometimes it isn't.
Travel agencies who promoted overseas travel packages by direct mail
the week before 9-11 were the victims of bad timing.
#7 You mailed the wrong format.
Postcards, letters, direct mail packages, self-mailers -- testing
various formats is the only sure way to figure out what works best.
For starters, use common sense. Trying to sell someone your $5000
custom consulting package with a single postcard just won’t work.
Instead, use a postcard to offer a free report or low-cost seminar,
and begin building the relationship from there.
As with all other types of marketing, there are no guarantees with
direct mail. You must continually test and refine your mailings
until you’re satisfied with the results. When used properly and
consistently, direct mail is one of the most efficient and cost
effective ways to market your business.
**************************************************
Eileen Coale is a freelance copywriter specializing in web copy,
direct response copy, brochures, articles, and more. For more
information or to sign up for her free monthly e-zine, Third
Thursday Marketing Tips, visit her web site at
http://www.eileencoale.com.
|
|
