We are excited to continue a series of articles that we’re sure you will find informative. The twelfth and final is at the bottom of this e-mail. If you missed the previous articles, please visit our website at www.mailmgmtgroup.com and click on the Newsletter tab.
The 12 Most Common Direct Mail Mistakes
And How To Avoid Them
- Reduce the review process. The fewer people who are involved, the better. At most, the mailing should be checked by the communications manager, the product manager and a technical expert (for accuracy).
- Resist the temptation to meddle. Point out technical inaccuracies and other mistakes. But don’t dictate the piece’s content, tone, or style.
- Make a commitment to judge direct mail not by what you like or by aesthetics, but by results—which can be measured accurately and scientifically.
- Become more educated in direct mail by reading books. I recommend “Successful Direct Marketing” by Bob Stone (NTC Business Books, Chicago, Ill. (800) 323-4900; 496 pp.; $29.95) as a good place to start.
- Know what’s going on in the industry. Subscribe to at least one of the direct marketing magazines: Direct Marketing, Zip Target Marketing, DM Nexus. Also, keep in touch with industry developments by reading the more broadly based marketing publications, such as Business Marketing and Advertising Age.
- If you challenge your direct mail pros, be willing to spend for a test. In direct mail, the answer to “Which concept is best?” is the same as the answer to the question, “Which mailing piece pulled best?”