We all know that direct marketing is a very effective marketing channel, if you do it correctly of course! This post is inspired by an uninspiring mailing I received in the post recently that completely fails the basic principles of DM whilst also totally failing to make me feel like a valued customer - in fact it achieved the exact opposite! My objective isn't to name and shame necessarily but to share the inexcusable mistakes.

 

So how do you ensure your next B2B direct marketing campaign fails? Check out the SEVEN DIRECT MAIL DEADLY SINS:

1. Don't segment your audience

Not segmenting your database will diminish your ROI greatly and will use a good amount of your budget too. Gone are the days where you simply mail a huge list of contacts with the same generic messaging hoping to get some response.

Now most companies are cutting back on B2B direct marketing campaigns and some are even ditching it all together and just going digital - but in order to maximise the conversion rates, you need to mail to a very selective audience. An audience worthy of that kind of marketing spend.  

Make sure you DO:

Very specific and targeted selections, ideally from your own database.  Use direct marketing for middle/bottom of the funnel, lead nurturing and post-purchase campaigns.

2. Don't have an irresistible offer and call to action

If you are only relying on "Give us a call", "For more information visit us", "Reserve your places now" and "Special discounts available" your campaign is really going to suck at converting leads.

Direct marketing campaigns are not necessarily cheap and they are not easy to implement when compared with other channels. You can have the best lists in the world and the most beautiful marketing piece, but without a compelling and attractive offer you are sure to see poor results.

Make sure you DO:

Keep in mind the what-is-in-it-for-me and the "now-what" when designing your piece. Use professionally designed collateral. Have an irresistible offer. Combine it with a value add content marketing piece and make it as easy as possible for the user to act on your CTA.

3. Don't stand out from the rest

Make your mailpiece camouflage with all the rest of the letters in your customers post! This way you can bypass "the secretary" or the "post room boy". This is how old school companies approach direct marketing. If your company is one of those then it is very likely that whatever you are mailing is "junk" and is not actually adding any value. 

Marketers need to work extra hard at ensuring your mail piece is not perceived as "junk", instead it should stand out for the right reasons.

Make sure you DO:

Think about using different type and size of envelopes. Use colour and corporate stationery. Print your logo on the surface of the pieces so they clearly identify it is you trying to speak to them. Use stamps instead of franking. Try hand writing the address instead of printing it through a machine. Get it hand delivered or even use polywrap to get it noticed.

4. Don't personalise your piece

Simply put "Dear Colleague" or "Dear valued member". Or even better send it without a letter. It might not be personalised but it will cost you less! 

If you are not prepared to personalise your direct mail piece then you need to strongly consider if DM is the best option. Cost shouldn't be the reason though, as in reality personalisation represents a minimal fraction of your total DM costs. If you don't have name details on your list then it probably isn't even worth mailing! 

Make sure you DO:

Personalise mailings with name and company at least - job title too if you have. Target the messaging according to their buying cycle, funnel stage or firmographics. Make your customers feel loved and important!

6. Cut corners in your execution wherever you can

After spending a lot of time planning and designing your piece, the likelihood is that by the time it gets to your suppliers you tell them "This project is urgent! How quickly can you turn it around?"

In the final hour of the project, the pressure's on and in some cases the campaign is delayed. It's very easy to be tempted to cut corners at this critical execution stage. In fact this is when most of the mistakes and nightmares take place!

At this stage make sure you DO:

Print your material through a professional, reliable printer. Ensure that you receive colour proofs and sample mailers with printed envelopes etc before you approve the full job. Appoint someone internally that is able to help you proof the materials. Two or three pairs of eyes are definitely better than one! Don't ever photocopy letters - Costco committed yet another DM deadly sin! 

7. Choose cheap suppliers

By choosing the cheapest suppliers around you're increasing your risk for potential problems somewhere along the process. When you squeeze your suppliers' costs, they will surely squeeze quality somewhere.

Goes without saying, but integral to a flawless execution is the suppliers you choose. They will ultimately ensure that whatever you have conceived conceptually becomes a tangible reality. Your designers, printers, fulfillment houses need to be at the top of their game.

At this stage make sure you DO: 

Negotiate a fair price for both. Agree a set of deliverables. Put clauses in place to allow for slip ups in time or poor execution. Keep in touch with each of your suppliers at every stage of the process.

Note: In this particular example it is clear that somewhere along the lines the execution failed. The letter is a photocopy (a really bad one at that). The copy was cut off from the left, the logo is very bad quality and there's also a typo!

In Summary

These seven DM deadly sins inspired by the unspiring Costco mailer, is a great reminder of some basic DM principles, that can sometimes be overlooked. 

With the current market conditions, companies need to make every single effort to show customers and potential ones that they really care. Failing to make a positive impression at every touchpoint is certainly going to damage your reputation and relationship. Not good. 

Brands are a funny thing. It's no secret that Costco is known for selling really cheap stuff, they don't really focus on customer service or a cool buying experience you might get in high end supermarkets. They're definitely a WYSIWIG (what-you-see-is-what-you-get) kind of company and as a "valued customer" could I have expected any better than this mailing?

Well, even I want to give them the benefit of the doubt. It would be criminal if Costco had actually planned to send such a disastrous direct mail piece like this - in my opinion something went horribly wrong along the process and thankfully we can learn from their mistakes (not ours). 

If you could use some extra guidance on your B2B marketing strategy, contact us today for your free B2B marketing best practice review - and ensure you attract attention for the right reasons!