When we saw this comic today, we couldn’t help but find the humor in it. Oftentimes people lump direct mail campaigns in the same category as they would a pushy door-to-door salesperson. Direct mail can open a lot of doors for your business but if you go about it in the wrong way, you may just end up burying yourself.
What’s wrong with this picture? The short list – it’s invasive, aggressive and illegal. But you’d be surprised how many people are similar to the “business” in this comic – they just don’t get it. Does your campaign need to stand out? Yes, in an innovative and catchy way. Ticking off your target market isn’t going to get you the results you want.
The easy way to find out what works and what doesn’t is through testing. Each campaign should be tested before the launch, providing you the data what went well—and what didn’t. Simply put, have an offer that your target can use (just don’t be the cause for the problem like this silly comic).
There are a lot of marketing solutions but if there’s one thing you can count on, it’s that direct mail works – you can’t argue with results. So if you’re business isn’t already investing in direct mail, the time is now. Just make sure your campaign is drawing customers in — not driving them way.