Digital technology makes it a cinch to analyze online marketing results, especially when in comparison to traditional methods. Technology has not, and likely never will, allow businesses to see open rates of direct mailers.
Failing to realize Direct Mail Analytics
Analyzing the results of social media, email and pay-per-click marketing, while not simple for novices, is a snap when compared to traditional marketing methods. After all, individuals cannot click on a direct mailer and have open rates sent automatically.
This does not necessarily mean, however, that you should not analyze what works and what fails in direct mail marketing. Different markets will have different results when it comes to mailers. You must look closely at what is bringing in new customers and focus on replicating that success.
Failing to Offer Motivation
It is understandable that you want to boost your product or service’s visibility in the local community. This is no excuse, though, to simply send out mailers that do not offer some form of a compelling offer. Whether it is an upcoming sale, discount for first-time shoppers or any other incentive, it is merely crucial to give people a reason to come in.
Not Integrating Other Marketing Platforms
Even if you are totally new to marketing, you likely know that certain marketing platforms are easy to integrate. Including a social media button in emails, for instance, can do wonders. One of the most significant mistakes local businesses make is not integrating offline marketing, such as direct mailers, with digital. This could be as simple as offering a discount for people who “like” a social media page or simply listing a unique domain name. Integrate without exceptions.
Statistics prove that direct mail marketing isn’t a thing of the past. If you can make use of the tool correctly, and avoid the aforementioned mistakes, you too can find success through the Postal Service.