7 Mistakes to Avoid In Every Door Direct Mail Marketing

Have you ever heard of Every Door Direct Mail Marketing? It's a powerful way for businesses to get their message out to specific neighborhoods and areas without the need for a mailing list. And the best part is that it's relatively inexpensive compared to other forms of marketing. But like anything else, there are common mistakes that people make that can hurt their results. That's why we're here to help! 

In this article, we're going to explore the most common mistakes businesses make when using EDDM, and give you some tips on how to avoid them. Whether you're a small business just starting out or an established company looking to reach a new audience, these tips will help you get the most out of your Every Door Direct Mail Marketing campaigns. So let's dive in and see what you can do to improve your results.

1. Poor Targeting

One of the most common mistakes businesses make in their EDDM campaigns is poor targeting. Without proper targeting, your message may end up in front of people who are not interested in what you're offering, resulting in a waste of time and resources.

To avoid this mistake, you need to understand your audience and target them specifically. You can start by using demographic information such as age, gender, income levels, and even household size to identify your target audience. You can also use geographic information such as zip codes, neighborhoods, or specific areas to ensure that your message is being delivered to the right people.

Another tip for improving targeting is to create buyer personas. These are fictional representations of your ideal customer based on real data and insights about your audience. By creating buyer personas, you can tailor your messaging and marketing efforts to speak directly to your target audience and improve your chances of success.

2. Neglecting Design and Content

Another common mistake businesses make in their EDDM campaigns is neglecting the design and content of their mail pieces. Your mailer needs to grab the attention of your target audience, communicate your message clearly and effectively, and provide a compelling reason for them to take action. Otherwise, they will simply throw it away without reading it - and again, to you, it would mean a huge waste of time and resources.

To avoid this mistake, it's important to put time and effort into the design and content of your mail piece. It should be visually appealing and stand out from other direct mailers that your target audience receives. This can be achieved by using high-quality images, bold colors, and clear, easy-to-read fonts.

In addition to the design, your content should be well-written, concise, and easy to understand. Your message should clearly communicate the benefits of your product or service, and provide a call to action that encourages your target audience to take the next step - more on that later!

3. Lack of Call to Action

Moving on to the elusive CTA, as promised! Yet another mistake businesses make in their EDDM campaigns is a lack of a clear and compelling call to action (CTA). A CTA is a statement or directive that encourages your target audience to take a specific action, such as visiting your website, calling your business, or making a purchase.

Without a strong CTA, your target audience may not know what action to take next, resulting in missed opportunities and a lower ROI.

To avoid this mistake, it's important to include a clear and compelling CTA in your mail piece. Your CTA should be easy to understand and prominently displayed in your mailer. Use action-oriented language, such as "Call now," "Visit our website," "Sign up today," or "Learn more," to encourage your target audience to take the next step.

Another tip for improving your CTA is to make it time-sensitive. By creating a sense of urgency, you can motivate your target audience to take action sooner rather than later. For example, you can include a deadline or offer a limited-time discount to encourage your target audience to act quickly.

4. Incorrect Indicia

Indicia is the marking or imprint on a mail piece that indicates prepayment of postage. Incorrect indicia is a common mistake that can negatively impact the success of your EDDM campaign. If the indicia is incorrect or missing, your mail piece may not be delivered or may be returned to you, resulting in wasted resources and lost opportunities.

To avoid this mistake, you need to ensure that your indicia is correct and meets the requirements of the postal service. This includes the correct postage rate, the correct format and size, and any necessary wording or symbols. Additionally, if you are using a permit indicia, make sure that your permit number is correct and up-to-date.

Working with a professional printing and mailing service, or a company like Taradel, can guarantee that your indicia is correct and meets all postal service requirements. It's your best bet to ensure that your mail pieces are delivered to your target audience and increase the success of your EDDM campaign.

5. Inadequate Follow-Up

One of the most critical parts of any successful EDDM campaign is the follow-up. Failure to follow up on your mail pieces can result in missed opportunities and a lower ROI. A lack of follow-up can also leave your target audience feeling neglected and unimportant, which can harm your brand reputation.

To avoid this mistake, you need to develop a plan for following up with your target audience after your mail pieces have been delivered. This can include sending a follow-up email or making a phone call to thank them for their interest and to answer any questions they may have. You can also include a special offer or discount in your follow-up communication to encourage them to take the next step.

Keep in mind that not everyone who receives your mail piece will respond immediately, and some people will not respond at all. As such, it's important to have a plan in place for multiple touchpoints. This can include a series of follow-up emails or phone calls to stay top-of-mind with your target audience and to encourage them to take action.

6. Failure to Test and Measure

One of the most significant mistakes that businesses can make in their EDDM campaigns is failing to test and measure their results. Without proper testing and measurement, it's difficult to know what's working and what's not. Again, it would result in wasted resources, missed opportunities, and a lower ROI.

We can't stress how important it is to track your results and measure the success of your EDDM campaign. Also, you shouldn't forget about testing -  you can, for example, opt for split testing different designs or messaging to see which resonates best with your target audience. You can also test different mailing lists or delivery routes to determine which ones are most effective.

And when it comes to tracking your results, you can track the number of responses or conversions from your mail pieces and compare this to your initial goals and objectives. By measuring your results, you can determine what's working and what's not and make necessary adjustments to improve your ROI.

7. Not Following USPS Guidelines

Lastly, probably one of the biggest (and most avoidable!) mistakes that businesses can make in their EDDM campaigns is not following the guidelines set forth by the United States Postal Service (USPS). The USPS has specific rules and regulations that must be followed when it comes to the design, printing, and mailing of EDDM campaigns. Failure to follow these guidelines can result in mail pieces being rejected, delayed, or even discarded, resulting in wasted resources and lost opportunities.

To avoid this mistake, you must familiarize yourself with the USPS guidelines for EDDM campaigns. This includes understanding the size and weight requirements for mail pieces, the correct use of indicia (mentioned earlier!), and the proper formatting of addresses. It's also important to understand the guidelines for mail delivery, such as the delivery routes and delivery schedules.

Final Thoughts

Direct mail marketing can be an effective way to reach your target audience and grow your business. However, it's important to avoid common mistakes that can derail your campaign and lower your ROI. By following the best EDDM practices, such as targeting the right audience, using engaging design and content, including a strong call to action, following USPS guidelines, and testing and measuring your results, you can optimize your campaign for success.

Remember, direct mail marketing is not a one-size-fits-all solution. It requires careful planning, execution, and follow-up to achieve your desired results. If you need help with your EDDM campaign or have any questions, don't hesitate to reach out to us. We are here to help you every step of the way and ensure that your direct mail marketing efforts are a success.

Grow Your Business With Taradel

If you believe that direct marketing could benefit your business, we encourage you to contact us without hesitation. Our goal is to make the entire process as stress-free as possible, so we are available to you from the very start. Whether you have questions or are ready to begin, we are just a message away. Don't wait any longer - give us a call today and let's start growing your business together!