Improve Conversion Rate: 5 Reasons Your Leaflet Lands In the Bin

improve conversion rate of your direct mail

Wondering why your leaflet lands in the bin instead of bringing in new sales? Here’s what you may be doing wrong and how to improve conversion rate to actually make more sales. 

It’s frustrating to design a leaflet, get it printed, send it out, and… Crickets. Although direct mail marketing is one of the most cost-effective forms of advertising, it doesn’t really help if you’re getting nothing out of it. 

The good news is that the problem is likely to be one of a short list of things. Fix these in your leaflet, and the chance of driving action will be much higher! 

Fix These Issues to Improve Conversion Rate

1. Poor Visual Design 

Your leaflet has to look good. It doesn’t matter how great your product or service is, if it’s presented in an unappealing way, nobody’s going to take the time to look past the poor design. 

  • Stick to two or three colours maximum for text 
  • Choose high-quality pictures that are relevant 
  • Space your elements nicely 
  • Don’t try to fit too much on one page 

2. Not Showing the Benefits 

The fact is, customers want to know what’s in it for them. If you aren’t telling them the benefits they’ll get, you’re on the wrong track. Don’t just list features! Explain why the features will benefit the reader. 

  • Instead of “Fast delivery”, say – Our speedy delivery will save you days of waiting! 
  • Instead of “Simple process”, say – Our process will cut your work time in half. 

Explain HOW your features will help the reader so they can imagine how their life is going to improve when they buy your product/service. 

3. Sending To the Wrong Audience 

No matter how hard you try, you aren’t going to sell gaming laptops to 80-year-olds. Or shoe horns to teenagers. If your leaflets are landing in the bin, it could be because your offer isn’t relevant to the reader. 

Segment your audience more carefully to improve conversion rate. You can segment by: 

  • Demographic 
  • Age 
  • Gender 
  • Location 
  • Marital status 
  • Occupation 
  • Income 
  • Parenthood 
  • Homeownership 

4. Small or Unexciting CTA 

You HAVE to tell your customer what to do. Your CTA is where you do that. You’ve seen them: 

  • Buy now! 
  • Get yours! 
  • Don’t wait! 

There’s one key difference between digital and direct mail, though. While online you simply click on a button, your print CTA needs to tell them exactly what to do next. IT should also have some sort of incentive. 

  • Call us now – limited products available! 
  • Shoot us an email to get your 15% discount! 

5. Working With the Wrong Distributor 

Some distribution companies aren’t super helpful. They offer no assistance with design, don’t help you segment your audience, and basically let you do all the hard work. They’re a glorified post office! 

Find a company that will help you from start to finish. Like us! From design to distribution, DMS is here to help. 

Bonus Reason: Typos! 

Nothing ruins a leaflet like incorrect spelling! Get someone to proofread your copy before printing a large quantity. Your distribution company should help there too, but get ahead of it before going to print!