Common Direct Mail Advertising Blunders

1. The quest for instant gratification: The ad that causes people to respond immediately through freebies is the ad most likely to be forgotten immediately once the offer expires. It is of little use in establishing the advertiser's identity in the mind of the consumer.

2. Trying to reach more people than the budget will allow: For a media mix to be effective, each element in the mix must have enough repetition to establish retention in the mind of the prospect. Too often, however, the result of a media mix is too much reach and not enough frequency. Will you reach 100 percent of the people and persuade them 10 percent of the way? Or will you reach 10 percent of the people and persuade them 100 percent of the way? The cost is the same.

3. Assuming the business owner knows best: The business owner is usually uniquely unqualified to see his company or product objectively. Too much product knowledge leads him to answer questions no one is asking. He's on the inside looking out, trying to describe himself to a person on the outside looking in. It's hard to read the label when you're inside the bottle.

4. Unsubstantiated claims: Advertising mailers often claim to have what the customer wants, such as "highest quality at the lowest price," but fail to offer any evidence. An unsubstantiated claim is nothing more than a cliche the prospect is tired of hearing. You must prove what you say in every ad. Do your ads give the prospect new information? Testimonials? Do they provide a new perspective? If not, prepare to be disappointed with the results.

5. Improper use of passive media: Non intrusive media, such as newspapers and yellow pages, tend to reach only buyers who are looking for the product. They are poor at reaching prospects before their need arises. The patient, consistent use of intrusive media, such as direct mail, telemarketing and radio, will win the hearts of relational customers long before they're in the market for your product. A 10 cent refrigerator magnet is sometimes better than a $10,000 yellow page ad.

6. Creating ads instead of campaigns: It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros: They make a single point, powerfully. An advertiser with 7 different things to say should commit to a campaign of at least 7 different ads, repeating each ad enough to stick in the prospect's mind.

7. Obedience to unwritten rules: For some insane reason, advertisers want their ads to look and sound like ads. Why?

8. Great production without great copy: Too many ads are creative without being persuasive. Slick, funny or cute are poor substitutes for informative, and persuasive.

Things to consider with your direct mail marketing

 

* Personalize your offer. Personalized mailers with variable data merges are more likely to resonate with the recipient and generate responses.

* Send multiple rounds and do A/B testing to see which version gets the best response rate.

* Include all of your information— (website, social media)—on your direct mail advertising so potential customers can find out more about your business.

* Make certain your call to action is clear, actionable and compelling. Tell the recipient exactly what you want them to do

Whether you are looking to drive foot traffic to a brick and mortar location, generate inbound phone calls or drive traffic to your web site ... Mailer Warehouse can help.



* Insert a QR code into your mailer that recipients can scan with their smart phones to be instantly directed to your web site. QR codes are a great way to drive traffic to your web site and we will provide one free of charge that directs them to any web page you desire.

Direct mail marketing is a one of the most cost effective ways to GROW your business.

Please use the Mailer Samples link on top of this page to see samples of our postcards and mailers and give us a call to discuss targeting the ideal customer for your direct mail marketing.

 Sales/Info   (239) 257-5060   10am-6pm EST

 

ROI projections using Mailer Warehouse advertising mailers

Scenario #1:

5,000 mailed ... 1% response rate = 50 Phone Calls
(10%) of total inbound calls closed = 5 closed loans
Total Avg. Revenue @ $3000 per closed loan = $15,000
RME total cost = $2,550
Return on Investment = $12,450

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Scenario #2:

5,000 mailed ... 2% response rate = 100 Phone Calls
(10%) of total inbound calls closed = 10 closed loans
Total Avg. Revenue @ $3000 per closed loan = $30,000
RME total cost = $2,550
Return on Investment = $27,450

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Scenario #3:

5,000 mailed 3% response rate = 150 Phone Calls
(10%) of total inbound calls closed = 15 closed loans
Total Avg. Revenue @ $3000 per closed loan = $45,000
RME total cost = $2,550
Return on Investment = $42,450

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This is a sample analysis using a mortgage company postcard marketing campaign as an example. These are estimates and will vary with different commission structures.

Also, you must consider the life-time value of a newly acquired customer including repeat business and their referrals