The 12 Most Common Direct Mail Mistakes ... And How To Avoid Them

By Robert W. Bly, Copywriter, http://bly.com/

1. Ignoring The Most Important Factor In Direct Mail Success,
2. Not Testing,
3. Not using a letter in your mailing package,
4. Features vs. Benefits,
5. Not having an offer,
6. Superficial copy,
7. Saving the best for last,
8. Poor follow-up,
9. The magic words,
10. Starting with the product -- not the prospect,
11. Failing to appeal to all five senses,
12. Creating and reviewing direct mail by committee,

Successful direct mail doesn't depend on fancy, four-color design or "creative" copy.

Mistake No. 1: Ignoring the most important factor in direct mail success

Do you know what the most important part of your direct mail campaign is? It's not the copy. It's not the art work. It's not even the format or when you mail. It is the mailing list.

A great mailing package, with superior copy and scintillating design, might pull double the response of a poorly conceived mailing. But the best list can pull a response 10 times more than the worst list for the identical mailing piece.

The most common direct-mail mistake is not spending enough time and effort up-front, when you select--and then test--the right lists.

Remember: In direct marketing, a mailing list is not just a way of reaching your market. It is the market.

The best list available to you is your "house" list--a list of customers and prospects who previously bought from you or responded to your ads, public relations campaign, or other mailings. Typically, your house list will pull double the response of an outside list. Yet, only 50% of business marketers I've surveyed capture and use customer and prospect names for mailing purposes.

When renting outside lists, get your ad agency or list broker involved in the early stages. The mailing piece should not be written and designed until after the right lists have been idntified and selected.

Mistake No. 2: Not testing >>

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