Direct mail can produce results, but in order to get those results you have to execute it correctly. Here are five common direct mail marketing mistakes you’ll want to avoid:
Launching a mishmash of marketing efforts without an overall plan. In order for your direct mail marketing program to be a success, you’ve got to embrace every stage of the customer lifecycle:
Lead-generation phase – Everyone understands this stage. This is when you try to attract the attention of potential customers.
Nurture phase – Once you’ve developed some leads, your next challenge is encouraging those prospects to take the next step. This is the time to feature customer testimonials, make special offers, compare your products/services to those of competitors, and send out regular announcements regarding any awards, improvements or new offerings.
Purchase phase – Once money changes hands (or contracts are signed), the purchase phase is in play. Your goal at this stage is to maintain the customer’s trust and confidence so they’ll happily segue into the “loyalty” phase. At the very least, send a welcome card that congratulates the person on their purchase and reiterates some of the benefits and advantages of your product or service.
Loyalty phase – Instead of letting customers fall through the cracks after they’ve made a purchase, offer them special discounts on follow-up services, upgrades and new purchases; ask for feedback (surveys are great); and request their help with referrals.