An effective direct mail campaign can attract attention, generate high response rates, and more than pay for itself in sales or leads. Ineffective campaigns are a colossal waste of resources

Lots can go wrong in a direct mail effort. Here are the 10 most common blunders to avoid.

1. Bad lists. Even the best direct mail piece will be ineffective if the wrong person gets it.. Or if no one gets it. Your mailings benefit from the most accurate name and address information available, so be sure to use up-to-date data.
   
   
2. Missed targets. Not only do your lists need to be current but they also need to be targeted to reach the most qualified customers. Reaching the right demographics means getting the most responses and realizing the best results.
   
   
3. Impersonal mailings. Nothing triggers the recycling-bin wrist flip as effectively as the “Dear Customer” salutation. Always personalize your mailings by addressing them to customers by name, and steer away from peel-and-stick labels whenever possible.
   
   
4. Improper postage. Stay current with postal rates and regulations. If you’re mailing a tube, a box, any odd-sized package or oversized envelope, create a test package first and take it to your local post office to have it weighed and inspected for potential problems.
   
   
5. Too-obvious “teasers.” Most people have become accustomed to the “Open Now!” approach. Original, carefully crafted teasers can be highly effective – but unoriginal ones can scream junk mail.
   
   
6. No call to action. Tell customers what you want them to do—call or visit your site for more info, bring your letter in for a discount or demonstration, respond by returning a form or survey. 
   
   
7. No incentive to respond. One way to encourage a response in any of the above scenarios is to make your mailing redeemable. Include an offer like a coupon or free gift.
   
   
8. Misprints and typos. Proofread everything, including your website address, your phone number and street address, and prices and discounts.
   
   
9. Poor timing. Your mailing includes a great special offer; too bad it expired upon arrival. Be sure time-sensitive mail arrives in time. Always plan ahead especially when using postage options other than first class.
   
   
10. Failed fulfillment. You wanted your mailing to produce results, and it did! But the in-house staff was unprepared to handle the response. In fact, they didn’t even know about it. From inventory, to sales and customer service, be sure to make internal communications part of your direct-mail strategy.