Forty years ago, a marketer could put together a media plan for a new-product launch in a few hours. Today that’s just impossible. Markets are more fragmented, and there are far more media channels. Plus, consumers’ media habits and attitudes have forever changed the way marketers do their jobs.

Old-fashioned direct mail is hot again, but the “rules” have changed to meet changing consumer habits. To ensure success, you need to know what’s working and what’s not in direct mail marketing. Find out by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2009 without cost or obligation.

But even in today’s increasingly fast-paced and competitive multimedia environment, the proven maxims of direct mail marketing remain true, with some adaptation to present realities. Warren Hunter, chairman and CEO of DMW (dmwdirect.com), offers his contemporary interpretation of the four most costly mistakes in direct marketing:

1. Targeting the wrong prospects. Segmentation profiles and models provide sophisticated ways to ensure that you get the right direct mail offer to the right prospect. Combine search engine optimization metrics and new direct mail marketing techniques with good old-fashioned common sense when you are targeting offers.

2. Not using an up-to-date list. Today, in the wake of consumer privacy concerns, having a clean list not only makes good business sense, but it can also help you make sure your marketing efforts don’t run afoul of the law. Keep lists current by following state and national rules related to privacy (visit the-dma.org). You’ll save both time and money.

3. Neglecting to use the magic words. Communication is more visual than ever, but in direct mail advertising, words still have a magic all their own. A number of specific words can help you create effective, response-generating messaging. Incorporate “You,” “New,” “Free,” “Now,” “Easy,” and “Guaranteed” into your copy with frequency.

4. Measuring and tracking the wrong metrics. Click volume is easy to measure, but it’s generally a rather meaningless metric. Gross response rate is also too broad a number. Dig for more relevant measurements, such as acquisition cost per customer, or the conversion rate — the percentage who take your requested action after they’ve clicked through. Then adjust your approach based on these results.

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