5 Fatal Flaws of Direct Mail

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5 Fatal Flaws of Direct Mail

Written by Grant Dunning

Thursday, 31 October 2002 16:00

Flaw #1: Ignoring the importance of the mailing list

Too many dealerships shop different direct mail companies based on price-per-piece without taking into consideration the value of the list. The quality of the list is the most important factor in direct mail success. The cost of the list varies based on the criteria used. Don t sacrifice the quality of the list to get a better price-per-piece. You may pay less per mail drop, but your true cost per up and actual sale will be significantly higher.

Flaw #2: Failing to use a letter

A package with a letter will nearly always outperform a postcard, a self-mailer, or a stand-alone brochure. Why do letters pull so well? The answer is because a letter gives the impression that you are communicating directly with your prospect rather than advertising.

Flaw #3: Not having an offer

An offer is a tangible benefit that the reader gets when he or she responds to your mailing. A direct mail piece should sell the offer in addition to the product. To maximize your response, there needs to be a well-thought-out offer in every mailing.

Flaw #4: Falling for the graphic trap

Too many marketers are overly concerned with the graphic design of a direct mail piece. Direct mail is not meant to be pretty. Its goal is not to be remembered or create an image or make an impact, but to generate a response NOW. It s different if you are only concerned about building a brand. However, the majority of businesses that do direct mail are doing it for one reason only...to generate new business today.

Flaw #5: Not measuring the results

Too many dealerships spend valuable ad dollars without adequately measuring the success. This is especially true with direct mail. There are numerous ways to track the success of a direct mail campaign. If your piece has a special offer, it usually requires that the prospect bring the piece to the dealership. You need to have a process to track leads that are generated from your direct mail piece. If you accurately track the ups and sales generated by your direct mail campaigns, you can determine your true ROI.

Final Thoughts: Go hunting with a rifle not a shotgun! Direct mail is one of the unique advertising methods that truly allows you to target your audience with pinpoint accuracy.

Grant Dunning is President and CEO of On-Target Direct. Since 1986 Grant Dunning has been providing dealers throughout North America with turn-key direct marketing programs. You can contact Grant Dunning at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .