Electronic Direct Marketing (eDM) is basically sending marketing, advertising or business information materials to a group of people using email.
Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients.
Here are 10 of the most common errors to avoid in Electronic Direct Marketing:
1. Impersonal email
Your sales email should carry as much personalisation as it can. A customer’s name is the most important word to the prospect. Use it often: at the beginning and through the body of the letter. The more you can personalise your email, the more prospects you can draw to purchase your product. Your email should show that you are writing and speaking directly to the possible client. Write copy that shows you know their mindset. You want your readers to feel how much important your product is and that they should understand thoroughly what you are selling.
2. Not elaborating on the benefits of the product
Direct emails commonly explain the features of the product. Yes, the features of a product is an essential part of selling it. However, there are prospects that are searching for something more than the features of the product.
Another usual mistake of sending an email to clients is not elaborating on the benefits of the product. The mail should also include a part where it explains not only the features of the product, but also the benefits one can acquire when they purchase it. In this way, the customer has a broader idea what the product has to offer.
3. Not having an offer
An offer is what the reader gets when he has responded to your email. To be successful, an eDM package should sell the offer, not the product itself. Make sure you have a well-thought-out offer in every mailing. If you think the offer and the way you describe it are unimportant, you are wrong. Design your fulfilment literature with titles and information that will make them work well as offers in direct mail.
A successful eDM campaign will sell the offer, not the product. Why should someone care about an email if there is nothing in it for them? Offering a free brochure, free consultation, free trial use, even a free product sample will boost response rates.
4. Not testing continuously
If you’re planning to do a big campaign, testing is essential. Big consumer mailers test all the time. To keep growing your business, you have to keep up. That’s why you have to test continuously. Try new formats. New offers. Even a change in a headline can make a big difference. Do everything you can to keep improving your performance and your business will continue to grow.
5. Forget to follow up
Many businesses send out electronic brochures, flyers, and other materials with no follow-up plan. Call, email additional information, or at least be prepared to fulfil requests for the product or for additional information that you promise in your pitch.
You want to welcome your customers with open arms so they’ll have a pleasant experience and want to order again in the future. So, prepare yourself to be able to respond as quickly as possible to orders or requests for information. Get those orders filled. Prove to them that you really are everything you said you were. Make the most of every customer, and your business will grow and grow.
6. Wrong mailing list
Always make sure you are mailing to lists that are up-to-date and carefully selected according to your criteria. Perhaps the biggest mistake that you can make is to use a mailing list that does not represent your target audience. Too many people send out mailings, receive no response, and wonder why. Make sure that your list is current and targeted to clients who will use your service.
7. Not Using Strong Graphics
The mail does not need to look too extravagant. While you don’t want to overwhelm your message with crazy graphics that don’t get to the point, you still want to use graphics that catch the customer’s eye. Remember, always keep your graphics consistent with your brand.
8. Not tracking the results
A critical part of your testing program is to be able to track how each variation did at pulling in orders. A tracking mechanism must be built into your mailing plan. Make sure you quantify everything. Track the level of response and what offers work best. You can do this by including surveys, promotional codes and campaign-specific URLs.
9. Copy errors
Direct marketing pieces with wrong phone numbers, email addresses, or other key information are often sent out to the prospects. Errors in copy are a common mistake. Proofreading is an important aspect of all of your marketing campaigns. If you feel that you are lacking in those skills, hire someone to proof your copy. Or ask a colleague who has a way with words to take a look at your text.
10. Weak headlines
One of the reasons we all delete an eDM quickly is because it does not grab us. Somewhere between boring headlines and gimmicks is a smart use of a headline that catches someone’s eye without insulting their intelligence. You only have a few seconds to grab the reader; therefore you need to put great care in your headline.
Make sure to always rethink and be intelligent in promoting your products. Having one of these errors can ruin your campaign completely.