5 practices to avoid in your direct marketing campaigns

5 practices to avoid in your direct marketing campaigns

Direct marketing can help businesses engage with their audience and improve their operations when done correctly. If you’ve found that your marketing campaign isn’t having the affect you want though, you could be making one of these five mistakes. Read on to see which pitfalls you need to avoid for better click through rates, open rates and returns on investment…

1. Failing to make a call to action – The point of marketing campaigns is to encourage customers or potential clients to take a particular action, such as purchasing a product or signing up for an event. Failing to make a call to action or offering a weak proposition means that customers are likely to turn away. Make your call to action engaging and clear.

2. Not using personalisation – Direct marketing means you can take advantage of adding personal touches, making customers feel more valued and connected to your brand. Digital tools and databases now mean that it’s simple to add a client’s name to emails or newsletters, for example. You can go one step further and make recommendations that suit their needs and habits.

3. Sending to irrelevant people – When we receive irrelevant marketing material, whether physically or digitally, they typically go straight in the bin. If you’re not targeting who you send your direct marketing to it will only have a limited impact. Selecting a relevant target market and delivering your message through the right channels will mean your campaign is more successful.

4. Using poor content – Poor content means people will quickly switch off. Make sure your marketing materials have something to say, whether it’s offering a discount code or providing useful tips to customers. Your content should also reflect your overall brand image, if you’re a company targeting businesses to provide an IT solution, marketing materials that are written informally could give the image that you’re unprofessional, for instance.

5. Relying on unclean data – Your mailing lists need to be cleansed regularly to ensure your marketing is successful. Unclean data means you’re contacting people with outdated or inaccurate addresses. Cleansing your data of duplicates and inaccuracies means your information has a better chance of reaching the right people every time. While data cleansing can take a lot of time, it can be outsourced and it ensures that your company gives off a professional image, improving marketing outcomes.

 

Tags: direct marketing campaign, data cleansing, targeted marketing,

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