We all make mistakes, but years ago a teacher told me, “If you’re not making mistakes, you’re not doing enough.”
Throughout my 30-plus years of direct marketing, here are five of the most common mistakes I see mailers make. And regardless of our own experience, we can always profit from the lessons others had to learn the hard way.
1. Refusing to make a long-term commitment to direct mail
Successful direct mail is methodical. It requires a plan and the discipline to follow the plan. It is not a get-rich-quick scheme.
Not everything will go right on every mailing. Whether you are a startup or a mature mailer, some tests (more…)