As email has become a part of daily life, some people tend to forget about the old-fashioned mailbox and the letters they contain. Of course, most trips to your mailbox result in you returning with a handful of direct mail marketing pieces that are immediately sent straight to the trash. The same can, of course, be said for email marketing as well, as the potential for spam is there for both marketing channels. But as email marketing is expanding and becoming more successful, direct mail marketers are learning from this and applying many of these lessons to their own operations. Here are some common email marketing mistakes that direct mail marketers can find themselves making as well:
Misleading Subject Lines That Increase Urgency
There is important information about your account in this paragraph! But really, there isn’t. But just telling you that can make you feel deceived and violated. Fortunately, most people will relieve their anger over this marketing failure by ripping up, crumpling, setting fire to or otherwise destroying the mailing. Of course, this is not the end result you are looking for.Does this look like your mailings? A better plan is to follow the lead of successful email marketing subject lines, which use clear, accurate and attention-grabbing headlines to draw in the reader without creating any deceptions. The reader knows what to expect by opening the email and gets it. Your mailings should include the same honest — yet exciting — spin on what’s inside the envelope.
Whoever You Are
Hey You, resident, open this letter and buy what’s inside. Think your neighbor got the same letter? Probably. Cold, impersonal mailings can turn off potential customers and demonstrate an unprofessional attitude. But good email marketing is often sent from an email with a name, giving the recipient the impression that they are in direct communication with the marketer. No impersonal envelopes with vague return addresses. In order to effectively reach someone, your email and direct mail campaigns should look like they come from a person, not an agency.
Missing the Targets
It’s not ironic that you got a direct mail piece for a product or service that you just bought. It’s poor marketing. Getting a flyer for something you don’t need doesn’t just waste paper and time, it also saps you of the resources you need to find the right customers. But email marketing does this too, right? Yeah, bad email marketing. However, successful email marketing, like direct mailing, relies on customer databases to find the right potential customers for your product. Segmenting lists and adding relevant personalization is key to any good marketing campaign.
Cheap Value Propositions
Money Back Guarantee! Get a Real Deal! Prompts like these may seem like they can draw customers in, but in reality they communicate a cheap message. A money back guarantee means it’s likely to break and the only alternative to a real deal is a fake one, making consumers wonder if they are heading into a trap with this marketing. How do good email campaigns handle value propositions? By being simple and direct, explaining how the product or service solves a problem or provides a benefit without needing to overhype the potential. If it’s a good deal, the consumer will see it, and in these cases, believe it is the real deal without having to be told.