The DON'Ts of Direct Mail Marketing
Welcome to our Blog. We’re glad you stopped by today to check out what we have cooking in our blog. For our first post, we wanted to discuss some of the DON’TS of direct mail marketing.
If you search “direct mail” in your google search engine, you’ll find dozens of paid advertisements and organic listings for direct mail marketing companies. All of these companies claim to do the same thing, print your marketing material, apply the postage, and deliver the finished mailer to your prospect.
But what sets us apart from the endless digital sea of competition in this oversaturated space? Passion. That’s right – the passion we have for our work enables us to take ownership of our clients’ projects. We are constantly striving to deliver the highest-quality products possible. We take ownership of our work. The entire process, from design to data cleansing, to print, to postage and delivery, is overseen by the ownership team at Capstone Marketing Group.
At Capstone Marketing Group, our owners take a hands-on approach. We don’t outsource our work to loads of salespeople, project managers, designers, pre-press operators, and line operators. We oversee each aspect of the production chain personally, touching the product every step of the way. The end result – a direct mail marketing piece that’s not only professionally packaged but also quality controlled.
This brings us to our first DON’T.
FAILING TO PROOFREAD / QUALITY CONTROL
As simple as it may seem, a lack of quality control is a big problem in the direct mail space. With dozens of direct mail marketing companies competing in an oversaturated space, often quality control can be overlooked. Nothing will get your piece of direct mail marketing thrown into a trash bin quicker than poor print quality or an embarrassing typo. If you’re writing the copy, be sure to not only proofread the material yourself, also have coworkers and friends put an additional set of eyes on it. And don’t worry – at Capstone Marketing Group we’ll make sure to proofread your material several times before it hits the press!
Make sure to use a printer that guarantees their quality of work. Your print shop should be supplying you with a sample mock-up before printing and mailing your entire prospect list. At Capstone Marketing Group we guarantee your satisfaction. To ensure we are on the same page as our clientele, we require approval of the sample before we print your marketing material. And if you’re not satisfied, we’ll revise it to your specifications. You should never have to settle for mediocre print.
FORGETTING TO FOLLOW UP
Once your direct mail marketing campaign has been executed, you’ll find that a handful of prospects have transacted business with you purely based on your mail piece. You’ll want to track this number to determine your throughput and understand the true return on your direct mail investment. You can track your throughput a number of ways including coupon codes, requiring prospects to bring the mail piece in. However you decide to track throughput, make sure it’s an easy and manageable function. This information will allow you to re-engage with these customers that you had such success within your direct mail campaign.
Consider sending “Thank You” notes or adding these successful throughputs to a “VIP” list. Over time you’ll find that you have a large list of customers that engage with your business through direct mail marketing and respond well to your efforts. What a valuable asset!
Whether you’re a real estate professional, insurance agency, retailer, or auto dealer, or something of the like attempting to reach prospective clients, we strive to be your source for both print and direct mail. We’ll do our best to deliver a polished product at a competitive price.