5 Marketing Campaign Mistakes That Cost You ROI

Marketing campaigns must be finely tuned to produce the desired results. Jumping into executing a campaign without a clear and executable strategy ultimately leads to less than desired results. These marketing campaign mistakes commonly cause loss of ROI and a poor outcome. Let’s review so that these marketing campaign mistakes don’t negatively impact your next marketing campaign. 

1. Targeting a Large Audience

   It can be tempting to send a direct mail piece to as many people as possible hoping that a few of them may respond. You may feel that your product or service is the perfect fit for everyone, but that’s not the best way to market it. Rather than try to please every potential customer out there, narrow in on the types of customers who are most likely to complete a purchase or have a legitimate need for what you are offering. Taking the time to analyze your data to establish segmentation will give your direct mail campaigns stronger, targeted results with less money spent.

   
   

2. Not Retargeting Your Own Customers

   Why seek out brand-new customers every time you set yourself up to make a marketing pitch? Your current clients are a great opportunity to continually earn new business. It’s important to focus on retargeting those customers who have already expressed an interest in your product or service previously. These could include:

   • Customers called based on a direct mail piece but didn’t complete a purchase

   • Customers who have visited your website or given you their mailing information

   • Customers with your products or services that are nearing an expiration date

   
   

3. Skipping A/B Testing

   Cranking out direct mail campaigns that are bland and lacking in creativity is a great way to tank your marketing ROI. Every part of a direct mail piece should be creative and innovative. The best way to see what works is to A/B test different elements such as colors, headings, calls to action, and even the stock the piece is printed on.

   
   

4. Ignoring Metrics and Outcomes

   It’s important to take time after every marketing campaign to review the metrics and success of that campaign. How do you know if your marketing campaigns are working unless you track the results? Even if a campaign doesn’t lead to increased sales, there is always something to be learned from the data. It’s important to consider what key metrics you want to track, including:

   • Cost Per Acquisition – The average cost to acquire a customer

   • Call-In Rates – How many customers respond to a piece of direct mail marketing

   • Conversion Rates - The percentage of viewers who ultimately end up making a purchase

   
   

5. Trying to Do it All Yourself

   Executing a marketing campaign is not a simple task! From data analytics and modeling to design, testing, fulfillment, launch, and reporting, it’s a full-time job. If you’re trying to do it all in-house on top of a full-time job, pieces are going to slip through the cracks and ROI is going to suffer. Work with a trusted marketing partner to bring your next direct mail campaign to life.

Milestone Marketing Solutions is here to assist you with your direct mail marketing needs. We would love to speak with you to learn more about how we may be able to assist in creating direct mail marketing campaigns that produce strong results. Contact us using the form below and we will respond as soon as possible.