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5 direct mail mistakes and how to avoid them

In a world where direct mail doesn’t always have the best connotations, it’s more important than ever to get your direct marketing campaign right first time. With so many direct mail companies out there, how can you be sure you’re getting the right advice for your audience? At Calderstone, we’ve summed up the five biggest crimes against direct marketing which we’ve seen.

A feature of direct mail is you can link all marketing together

There are so many ways you can keep in touch with existing and potential customers, and it’s never been easier to keep them all linked together for an all in one experience. Send out a mail shot through the post using postcards or letters, or go high tech and keep it digital on the many social media platforms. Make the most of each platform, and use others to help expand it. Received some really great feedback from one customer? Fantastic – mention it on Twitter, and then link to your Facebook page, where character limits don’t exist, and you can wallow in your greatness. Use your printed materials to encourage customers to join you online. Curious customers can follow a link, and go directly to what they want to know.

Consider your audience before choosing your direct marketing method

When you’re creating your campaign, it’s important to know who you want to reach out to. Here’s an example. Looking for millennials? They’re usually found on social media or browsing the internet, and are most likely to respond to adverts there. Don’t waste your money on advertising to them in broadsheet newspapers. Some industries prefer physical methods of contact, particularly where a mailshot can demonstrate what you do best, such as handcrafted invitations or customised artwork, which couldn’t be conveyed as well electronically. There’s also a tendency to think that emails can’t harm your brand. Be-sure to check through your contact list, and be sure the information you are sending will be of interest to the recipient.

Think carefully about your direct mail content

You know what they say about only getting one chance to make a first impression. Waffling and time wasting will not make you look good. The same goes for the content of your mailings. People are time poor, and your mailing is going to have to grab their attention in just a few seconds. Make sure it tells the recipient straight away that you have something to offer them. Don’t patronise them, or try to be too wordy. Get to the point, demonstrate your benefits, and engage them with open ended questions.

Give your recipients a reason to contact you

Don’t just hope your recipient will know what to do. Chances are you’ve invested heavily in your direct mail campaign, and you want results which reflect this. Tell your customer exactly what you’d like them to do to interact with you. Simply asking them to “Call me” really isn’t good enough. Explain why they should pick up the phone, and how they’ll benefit from it. “Call me now for your free sample”, or “Click the link to download our latest discount vouchers”.

Don’t forget to follow up your direct mail campaign

As long as you’ve provided them with a good product or service, your existing customers are a great chance to get repeat custom. Ask for feedback, or any suggestions they’d make to the product or service received. Your customer will feel valued, and far more likely to come back to you if they know that you want their input. A happy customer is also more likely to recommend you, without you having to lift a finger!

All Calderstone customers can be sure that your campaign will reach who you want, when you want, with the message you want – and get more of the results you want!

Direct Mail Planning Guide

To help you create a perfect direct mail marketing plan we’ve produced a handy FREE direct mail guide with details on the steps you need to take to create your own perfect catalogue.

You can download our guide here.


Knowing what approach to take with your direct mail marketing campaign is often the hardest step. To help guide you and to see how you can get the most out of your spend, you can get in contact with us.

As a direct marketing company we have years of experience in both B2B and B2C direct marketing and can take you through the entire process from idea generation and printing, right up distribution.