Below, you’ll find 5 common pitfalls in the world of Direct Marketing. Read them, but more importantly learn from them. They could be the difference between a campaign’s success and failure.

1. Not Having The Right List.
The importance of having the right list cannot be stressed enough. While it’s one of the most expensive parts of your campaign, getting it wrong can hurt your brand. Send age-defying cream to a 25-year-old and see what they say about your brand!

2. Forgetting To Test.
Test everything you can. Why waste money on something that doesn't work? Not sure where to begin? It’s wise to test what is most expensive first - the list and the offer. Once that is complete, then move to the smaller (and less expensive) stuff.

3. Overlooking Personalization.
It’s so important to personalize your DM pieces whenever you can. It just makes sense that customers respond better to "Dear John" than a casual - "Hey you!” If you just can't personalize then at least put a qualifier on your piece - "to the person who just can't get enough of puppies".

4. Focusing On The Product.
Don’t focus on the product itself. Instead, focus directly on what the product can do for the customer. Customers don't have the time to figure out what it can do for them - tell them - straight out. Learn from one of best - Gillette - 4 blades = closer shave and less irritation. I get it! My husband gets it!

5. Writing Too Much.
Copy that is too long loses its effectiveness! Get your point across by being as short and succinct as possible. If you are too wordy you will ultimately lose the strength of your message and you will lose the reader.

Source: OSL Insights