Direct Marketing Campaigns: Learning From An Unsuccessful Campaign  Direct marketing campaigns can be an excellent way to generate potential customers and leads, but what should you do when you don’t get the results you were expecting? There are a lot of mistakes that can be made during a direct marketing campaign, but there are several important things you can do to ensure it doesn’t happen again. Remember, understanding and implementing what works for your marketing campaign may take some time—so don’t get discouraged!

If you feel like your direct marketing campaign was unsuccessful, it’s time to evaluate what the problems might have been. Common mistakes that often plague a direct marketing campaign can be easy to fix; learning from those mistakes will save you from stress and disappointment in the future.

Here are some problems you might have overlooked—

 

1. Poor creative
Sometimes it all comes down to how enticing your materials are to potential customers. Whatever you send needs to be interesting and appealing—it needs to get people involved. Take the time to make your material exciting instead of rushing something out. Your time and attention will make a difference.

2. Out-of-date mailing list
It’s of crucial importance that you have an up-to-date mailing list and that you use it quickly. Mailing lists have a limited shelf-life, and if you wait too long to use a purchased list, you risk seeing your deliverability rates drop substantially. Having up-to-date information right off the bat can make all the difference. If you are purchasing lists, try to ensure you are working with a reputable list company. Some companies may knowingly sell you inaccurate data, so be sure to ask lots of questions throughout the process.

3. Targeting the wrong groups
Forming any sort of marketing campaign without a target audience in mind can be a waste of time. You’ll just be throwing your money away if you try to sell to people who have no need for what you offer. You should always be thinking about relevancy—will the people you’re targeting possibly want or need your product? Make sure your offer is finding the right audience.

4. You didn’t provide a good offer
If there’s nothing special about your offer, people will ignore your direct marketing campaign. It’s important that you do more than just list facts about your business. You need to entice potential customers with special offers worth their time and demonstrate how your product or service will benefit them. Make sure your offers expire eventually, so there’s a sense of urgency.

5. No follow up
Your direct marketing campaign will be pointless if you don’t send out materials more than once. Potential customers will need to see your message a certain number of times before they will purchase from you. It will be a waste of your time and money if you don’t continually follow up.

In order to improve your next direct marketing campaign, you need to make a conscious effort to figure out what might be going wrong. In general, make sure you find your target demographic, have an up-to-date list, follow up on all leads, and make sure you provide a good offer in a creative and exciting way. Once you have diagnosed the problem with an unsuccessful campaign, be sure not to repeat that mistake in your next direct marketing campaign. Over time, you’ll figure out what works for your business and what doesn’t and you’ll be able to develop a tried-and-true formula for successful marketing campaigns that works every time.

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