Over the last 28 years, I have seen some great direct mail, but I have also seen some bad mistakes. Mistakes can not only cost you a lot of money, but they can damage your brand reputation.
Learning what direct mail mistakes to avoid is essential to optimizing your campaigns and increasing response rates. These are by far not the only mistakes you can make, but they are some of the most common and costliest ones that I see.
The most important thing about your direct mail is the ability for your audience to read it. If they can’t read it, they throw it away. When considering what font to use, make sure that it is easily legible. Do not pick what you consider a fun and whimsical font; it makes your copy hard to read. Let your design and images do the eye-catching work…
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