
What do’s and don’ts should you follow when implementing a direct mail or email campaign?
See our checklist below for do’s and don’ts you should follow to maximize the effectiveness of your direct mail or email campaign. While there are several factors to consider when rolling out a direct mail and email campaign, following basic do’s and don’ts will help you extend your reach and attain your objectives.
Do
Don’t
Mobile devices – extra considerations
- Formatting text must be done for a smaller frame than for email viewed via a typical monitor; mobile devices typically have 20-40 characters in 12-15 lines per screen.
- Be concise and put the most important information at the top or above the fold.
- Use bullets to draw attention to key information; people tend to scan messages, not read them when they’re on the run.
- Remove images to minimize loading time and link to mobile friendly sites or landing pages.
- Because your target audience may have distractions around them, keeping your audience engaged will be more challenging. Make sure your messaging is easy to understand.
- Include clear space or padding around links to minimize tap errors on mobile devices.
Discover More…
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- Arnold, John. “File Formats for Images in Your E-mail Marketing Messages.” Dummies. Accessed February 14, 2022. https://www.dummies.com/web-design-development/site-development/file-formats-for-images-in-your-e-mail-marketing-messages/.
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- Haskel, Debora. “Direct Mail Response Rates Are at Their Highest Point in Over a Decade.” IWCO Direct. Last modified January 20, 2017. https://www.iwco.com/blog/2017/01/20/direct-mail-response-rates-and-2016-dma-report/.
- Hurley, Sharon. “13 Ways to Boost Your Marketing Email Click-Through Rate.” Retyp, LLC. Last modified February 4, 2021. https://optinmonster.com/7-ways-to-boost-your-email-marketing-click-rate/.
- Nigel. “8 Best Practices to Dominate Direct Mail.” Fundly (blog). Accessed November 18, 2021. http://blog.fundly.com/best-practices-dominate-direct-mail/.
- Nye, Carolyn. “4 Key Factors That Impact Email Deliverability.” Confluence Distribution, Inc. Last modified August 16, 2018. https://www.practicalecommerce.com/4-key-factors-impact-email-deliverability.
- Raso, Andrew. “10 Quick and Easy Email Marketing Segmentation Strategies to Try Today.” Neil Patel Digital, LLC (blog). Accessed November 18, 2021. https://neilpatel.com/blog/email-marketing-segmentation-strategies/.
- Viveiros, Beth Negus.”Millennials Still Favor Email: Survey.” Chief Marketer. Last modified October 3, 2016. http://www.chiefmarketer.com/millennials-still-favor-email-survey/.
- “What are the Laws Around Email Marketing?” Campaign Monitor. Last modified April 2019. https://www.campaignmonitor.com/resources/guides/understanding-emails-laws-regulations/.