10 COMMON DIRECT MAIL MISTAKES AND HOW TO AVOID

10 COMMON DIRECT MAIL MISTAKES AND HOW TO AVOID
THEM
by: avery manko
successful direct mail does not need to be
ELABORATE FULL COLOR PRINTING OR CREATIVE
design. the major factors contributing to a
successful direct mail program are in the
PLANNING AND IMPLEMENTING OF THE PROGRAM. AVOID
the following common blunders when developing
your next mailing.

1. ignoring the most important factor in direct
mail success: the list.
NOT SPENDING ENOUGH TIME AND EFFORT UPFRONT WHEN
you select your list can lead to wasting money
and time. in direct mail, a mailing list is not
JUST A WAY OF REACHING YOUR MARKET: IT IS YOUR
market. get your ad agency or list broker
involved in the early stages to help you
IDENTIFY AND SELECT THE BEST LIST.

2. not tracking or testing. many marketers
SELDOM TEST ONE MAILING PIECE AGAINST ANOTHER.
as a result, they repeat their failures and have
no idea of what works.

3. giving up too easily. marketers need to be
patient with mailings. prospects may need to see
YOUR NAME SEVERAL TIMES BEFORE THEY TAKE ACTION.

4. not having an offer. a well-thought-out offer
IS ESSENTIAL IN A SUCCESSFUL MAILING. A PROSPECT
needs something to which to respond. studies
have shown that the most impactful word is
"FREE."

5. too verbose. get to the point quickly.
PROSPECTS ARE TOO BUSY TO READ AND INTERPRET
lengthy (and sometimes boring) content.

6. SAVING THE BEST FOR LAST. SAVING THE
strongest sales pitch for the end and hoping to
build to a climatic conclusion will ensure
DISASTER. A TYPICAL PROSPECT READS FOR ONLY A
few seconds before deciding whether to continue
reading or throw your mailing in the trash.

7. poor follow-up. your mailing will yield
greater results if you phone your prospects soon
AFTER THE MAILING. IN ADDITION, SLOW FULFILLMENT
of literature requests will destroy the initial
interest that you worked so hard to build.

8. not using the magic words. "free gift", "no
obligation", "details inside", "limited time
ONLY" ARE EXAMPLES OF CLICHé PHRASES THAT STILL
get results.

9. STARTING WITH THE PRODUCT - NOT WITH THE
prospect. you or your product is not important
to the prospect. the reader only wants to know,
"WHAT'S IN IT FOR ME?"

10. creating and editing direct mail by
COMMITTEE. THE FEWER PEOPLE WHO ARE INVOLVED THE
better. copy re-writes and graphic design
changes can cost money and time and typically
HAVE LITTLE EFFECT ON THE RESULTS OF THE
mailing.

ABOUT THE AUTHOR:
avery manko is the owner of the manko company, a
marketing consulting firm in west chester, pa.
HIS FIRM SPECIALIZES IN DEVELOPING AND
implementing marketing programs for small and
medium sized businesses. contact him at
610-725-9844 OR AVERY@MANKOCOMPANY.COM FOR MORE
about the manko company, go to
www.mankocompany.com [2]

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