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 The
10 Most Common Errors in Direct Mail Marketing
By René Gnam
Are you getting the results you’re hoping for with
your direct mail marketing campaign? If not, you
could be committing some serious errors. Database
marketing guru René Gnam shares his list of the top
10 most common direct mail mistakes.
1. IMPROPER PLANNING
Dozens of errors are included in this category, but
most of them occur by trying to rush into the mail
without sitting down, thinking first, and asking for
outside input.
2. IMPROPER TRACKING
Often a result of inadequate coding or improper
planning, but usually a byproduct of poor employee
morale or training. Example: “I forgot to ask her
what her priority code was.”
3. FAULTY ANALYSIS
Usually the product of an “I want this piece to be
the winner” or “We think this version best describes
our company’s image” attitude, but often the result
of fondling and admiring the spreadsheet instead of
examining its figures.
4. TRUSTING SOMEONE ELSE TO DO WHAT YOU SHOULD DO
YOURSELF
Yes, I do have a Judeo-Christian ethic, but I know
better than to trust anyone on a final check of
artboards or repros on my direct mail campaign. Even
I make errors in final checking. Someday, I’ll write
a treatise on what can go wrong from the time you
issue project instructions until ready-for-camera
stuff isn’t really ready but is released anyway.
5. FAILING TO SEE LISTS BEFORE MAILING
Did you look at the labels or a tape dump yourself?
Why not? How do you know whether you got the right
selection?
6. BELIEVING YOUR FAITHFUL PRINTER
Something will go wrong, even if it’s not his fault.
My guideline is to allow every printer enough time
to do the job over again. I wish I always had that
much extra time.
7. NOT ALLOWING ENOUGH TIME TO DO A GOOD JOB
When we have a solid idea for a mailing, we want it
out almost instantly. That causes us to place undue
stress on those who are trying to help us get the
mail created and mailed.
8. TRYING TO DO EVERYTHING AT ONCE
Pause a bit. Let good thoughts mill around in your
mind in the shower, at your desk, as you lunch in
the park. Take breaks. Give yourself a chance to
create your masterpiece.
9. RUMINATING ABOUT WHAT MUST BE DONE
Fretting about your workload, intricacies of design,
production schedules, and the too many things that
must be done in too short a time leads to errors.
Relax. Then get it done.
10. LETTING SOMEONE ELSE ORDER LISTS
Yes, someone else – like a good list broker – can
and should make recommendations, but the person in
supreme charge of the mailing is the person who
should make the final list determinations.
- René Gnam is
a direct response consultant and founding director
of the Association of Direct Marketing Agencies.
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