Individual blog


5 Mistakes To Avoid In Direct Mail Content

By Bobby Posted On: December 8, 2015

5 Mistakes To Avoid In Direct Mail Content

The time and manpower required in direct mail marketing can be overwhelming for most businesses, not to mention the different aspects of the process itself: from the mailing list, to the marketing objective, to the content and design.  Many companies hire designers and copywriters to do most of the work, but after all that still comes the distribution process and then dealing with inbound mail. It’s a long process from start to finish, which is why many businesses employ direct mail packages from companies like Adpost.

If, however, you decide to tackle direct mail marketing on your own, one of the most important things you will need to keep an eye on would be the content. Mistakes in content can lay your investment to waste, so steer clear of the following:


When sending direct mail, you are not simply sharing or giving information about a product or service. It would be ideal if your mail recipient automatically decides to purchase from you based on solely on your mailer, but that is hardly the case. The lack of an offer means that your potential customer ends up making a split second decision about your product, which almost always leads to a lost sale. Having an offer, on the other hand, buys you time to build your potential lead’s interest in your product by requesting for additional information or by trying an offer for a free demonstration or consultation.


Content that has no depth does nothing except maybe create a negative impression for your company. A superficial copy would also undermine you company’s expertise and credibility. Get quality content by doing intensive research and choosing the best information to use in your mailer. Use facts, be specific with details, and/or cite relevant examples. Study your product and know your audience, this way you can present information that would be both meaningful and appealing to your reader.


The most widely adopted rule in writing marketing material is to promote benefits over features.  However, you should always take your target market into consideration when creating your mailer. For instance, business-to-business marketing usually works better with the presentation of hard facts or features. Find out what’s important to your target and address that in your mailer.


Everyone knows that in any marketing effort, grabbing and holding on to your customer’s attention is of utter importance. While it may be good for a book or a movie to start slow and end with a bang, it doesn’t hold true for mailers. If you’re lucky, your recipient will open your envelope and start reading, but if nothing jumps out of the page within those first critical seconds, your mailer will likely get tossed. Always start with your best selling point.


Most general advertisers frown upon the use of magic marketing words because they are considered clichés, but just because certain words or phrases are commonly used doesn’t mean that they lose their marketing pull. In fact, using magic marketing words like “free,” “save,” or “guarantee” help draw your readers’ attention and spark interest.


Content is crucial to any marketing campaign. Find what works by testing your mailers.


145 thoughts on “5 Mistakes To Avoid In Direct Mail Content

  1. I often visit your blog and have noticed that you don’t update it often. More frequent updates
    will give your website higher authority & rank in google.
    I know that writing posts takes a lot of time, but you can always help
    yourself with miftolo’s tools which will shorten the time of
    creating an article to a few seconds.

  2. This is very fascinating, You’re an excessively professional blogger.
    I have joined your rss feed and sit up for in search of more of your fantastic post.
    Additionally, I’ve shared your web site in my
    social networks

  3. Whats up very nice web site!! Man .. Beautiful ..

    Superb .. I will bookmark your web site and take the feeds additionally?

    I am happy to find so many useful info here in the post, we need work
    out more techniques on this regard, thank you for sharing. .
    . . . .

  4. Howdy are using WordPress for your blog platform?
    I’m new to the blog world but I’m trying to get started
    and set up my own. Do you require any html coding expertise to make your own blog?
    Any help would be greatly appreciated!

  5. Do you have a spam issue on this website; I also am
    a blogger, and I was wanting to know your situation; many of
    us have developed some nice practices and we are looking to swap techniques with other folks, why
    not shoot me an email if interested.

  6. Just wish to say your article is as surprising. The clarity in your post is simply excellent and i could assume you are
    an expert on this subject. Fine with your permission let me to grab your feed to keep updated with forthcoming
    post. Thanks a million and please continue the
    gratifying work.

  7. I’ve been browsing online more than 2 hours
    today, yet I never found any interesting article
    like yours. It is pretty worth enough for me. Personally,
    if all website owners and bloggers made good content as you did, the internet will be much more useful
    than ever before.

  8. Greetings from Idaho! I’m bored to tears at work so I decided to browse your website on my iphone during lunch break.
    I enjoy the information you present here and can’t
    wait to take a look when I get home. I’m shocked
    at how fast your blog loaded on my cell phone ..
    I’m not even using WIFI, just 3G .. Anyhow, good site!

  9. I believe what you posted made a lot of sense. However, think on this, suppose you composed a
    catchier title? I ain’t saying your content isn’t good,
    but suppose you added a headline that makes people want more?
    I mean 5 Mistakes To Avoid In Direct Mail Content – Adpost.
    is a little boring. You should glance at Yahoo’s home
    page and watch how they create post headlines to
    get people to open the links. You might add a video or a pic or two to grab readers interested about what you’ve written.
    Just my opinion, it would make your website a little bit
    more interesting.

  10. hey there and thank you for your info – I’ve certainly picked up something new from right here.
    I did however expertise some technical issues using this website, as
    I experienced to reload the website a lot of times previous to I could get
    it to load correctly. I had been wondering if your
    web hosting is OK? Not that I am complaining, but slow loading instances times will very
    frequently affect your placement in google and could damage your high quality score
    if advertising and marketing with Adwords. Well I am
    adding this RSS to my e-mail and can look out for a lot more
    of your respective fascinating content. Make sure you update this again very soon.

  11. I truly love your website.. Great colors & theme. Did you build this
    web site yourself? Please reply back as I’m looking to create my own site and would love to know where you got this from or just what the theme is named.

  12. We are a group of volunteers and opening a new scheme in our
    community. Your website provided us with valuable information to work on. You have done a formidable job
    and our whole community will be grateful to

  13. Admiring the time and energy you put into your site and
    detailed information you present. It’s nice to come across a blog every once in a while that
    isn’t the same old rehashed information. Excellent read!
    I’ve saved your site and I’m including your RSS feeds to my Google account.

  14. I have been browsing on-line greater than 3 hours
    as of late, but I never found any interesting article like yours.
    It is beautiful price enough for me. In my opinion, if all website owners and bloggers made excellent content as
    you did, the web will likely be a lot more useful than ever before.

  15. buy cialis without a doctor’s prescription
    buy cialis without a doctor’s prescription buy cialis without a doctor’s prescription buy cialis without a doctor’s prescription buy cialis without a doctor’s prescription

Leave a Reply

Your email address will not be published.