Direct mail marketing is considered the most trustworthy marketing by recipients, so why wouldn’t they trust your direct mail? There are actually many of reasons for this. We will focus on the top five reasons, as they are the most common.
1. Superficial/Unbelievable Content
People don’t want to be misled. It makes them very angry. Your message is your brand promise — it cannot be vague or open to interpretation. This also includes over promising — bait and switch tactics are very bad.
How To Fix It: People buy from companies they believe. Be direct and specific with your headlines, calls to action and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under promise and over deliver is your best bet.
2. Too Busy
You have included too much information for them to process. It’s too hard to figure out what they need to do. It gives them a headache just to look at it. It appears that you are trying to throw information at them and may be hiding something in all that copy they don’t want to read, so they throw it away.
How To Fix it: Use less copy with bullet points for a quick scan. Be specific in your call to action on what you want them to do and why they should do it. Use fewer images and make sure that they work with not only your branding, but also with the copy and tone of your message. Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.
When was the last time you updated your design? If you have been sending direct mail for years, many times the control piece ends up being the same as it was in 1995. That’s not good. The impression you give with an outdated look isn’t nostalgic — it’s suspicious. This can be especially true of letters. Don’t be an old school form letter. You will end up in the trash.
How To Fit It: Check your copy for out of date wording. Does it flow like 2016 language or do you need to change it? Look at your competition. How does your direct mail compare to theirs? Make sure you have relevant information — these days information gets old quickly.