Top Mistakes to Avoid with Your EDDM Campaign

When it comes to EDDM, there is a lot that goes into it than meets the eye. Although it lets you reach out to more target audiences without restrictions, there are a few things you should consider before launching the EDDM campaign.

In case you are looking for a simple and straightforward approach to reaching out to as many customers as you can. Thus, here are a few mistakes you should avoid with your full service EDDM campaign.

1. Selecting the Wrong Audience for the Campaign

Often, businesses fail to think about their audience as they launch their EDDM campaign. Your marketing strategy should not at all be the target. EDDM isn’t going to work for all. Thus, you have to use EDDM postcard printing wisely. Study the market before compiling the postcard. Personalize the message according to your requirements.

Don’t forget that the right audience for the EDDM service can easily become the wrong audience when the timing is not right. Thus, make sure that you get the timing right. Find out when the mailer is going to arrive and schedule it in accordance with the other events in the area.

2. Using It Just as a Coupon

At times, using your EDDM as a coupon is a great idea, but unless you have developed a relationship with the recipient, direct mail as a coupon can lead to the wrong kind of action.

Nobody wants customers who only want to save money. These kinds of people tend to be mercenaries, and they can drop you as and when they find a better offer.

3. Not Personalizing

In the current marketing world, customization is no longer a luxury. Your customers are already expecting it from you.

Not personalizing in direct mail campaign can result in diminished response rates and missed opportunities. When you personalize your EDDM piece, your audience can feel more understood and valued. This, in turn, can dramatically improve the impact of your campaign.

Just adding the name of the recipient is not enough anymore. Efficacious customizations can dive deeper to reflect an understanding of the needs, past interactions, and interests of the recipient with your business. You can personalize your direct mail piece by customizing your messages, adding location-specific information, or using variable data printing.

When you embrace personalization, you can stand out in your target customer’s mailboxes. It will also enable you to communicate better with your audience.

4. Not Testing the Campaign

Top marketers are aware of the fact that testing is the key component of a successful EDDM printing and marketing campaign. If you skip out on the testing phase can result in missed chances for optimization and lower response rates.

Testing your EDDM campaign will help you understand what will work and what will not. It enables you to make data-driven decisions, which improves your ROI. Take a look at a few things you should consider testing in the EDDM campaign.

• Design- Test different layouts, schemes, colors, font sizes, and images to discover what is going to resonate most with the audience.
• Mailing List- Test various parts of the mailing list to see which gives a better response to your direct mail campaign. You can segment the mailing list by buying behavior, demographics, or other factors, which aligns with the goals of the campaigns.
• Messaging- The manner in which you are communicating your offer can have a similar impact as the offer. Test out various body copy, headlines, and calls to action to find out which one is generating a better response.
• Offer- The offer you are adding to your EDDM can impact your response rates. Test out various offers to know which one appeals the most to your audience. It can be a free trial, discount, or any other incentive, which align with the objective of the campaign.

While testing, it is important to change just one variable at a time. This will help you understand what caused the difference in the result. Through consistent tweaking and testing, you can maximize the direct mail campaign’s effectiveness.