Tag - direct

Direct Mail is Still King of Fundraising
10 Oct

Direct Mail is Still King of Fundraising

Online fundraising is on the rise. With websites such as GoFundMe, CrowdRise, and Fundly, the internet has made fundraising easier. However, direct mail is still the most successful way to fundraise. According to an article onNonProfitPro.com, direct mail campaigns generate a higher initial response rate. Also, direct mail-only donors tend to renew at higher rates than online-only donors. Direct mail is an effective fundraising method when done right. One of the main reasons direct mail is king of fundraising is because it allows you to directly target individuals who are most likely to respond. With TV ads and websites, you’re risking the chance of wasting time and resources on people who have a low chance of contributing to your cause. Here are three basic practices to be aware of before jumping the direct-mail-fundraising gun.

1.   Set goals for your fundraiser

Without defined goals, it is impossible to know if your fundraising tactics are successful. Set goals for each of your fundraising campaigns. For example, are you trying to get more people to sign up for a cause? Are you trying to raise a certain amount of money by a certain time? Both? Make your goal specific, measurable, and achievable.

2.   Target your audience

Okay, so you have a goal, now you have to achieve it. You need to start contacting and connecting with donors. One of the major reasons why direct mail fundraisers don’t do well is because of a poorly defined audience. Make sure you know who you want to target and make sure to use a relevant mailing list. If you don’t have an in-house list, list companies can help you. Companies like US Data Corporation have the ability to build custom targeted mailing lists based on demographics, geographic data, interests, income, and much more.

3.   Tell them a story

The content in your direct mail piece should tell the donor what problems you’re trying to solve and what strides you have made in order to solve these problems. Get your story to make an emotional appeal. The most successful direct mail tugs at donors’ heartstrings. Make sure the donor is aware where their support and money is going, and what difference they are making.

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How to Measure and Track Direct Mail ROI
10 Oct

How to Measure and Track Direct Mail ROI

You’ve launched an awesome direct mail campaign, and now you’re getting responses. That’s great news! However, do you know how well your direct mail campaign is actually doing? The only way to know for sure is by measuring the campaign’s return-on-investment, AKA the direct mail ROI. Without evaluating the success of the campaign, you won’t really know how well your marketing investment did. Also, by keeping track of the direct mail campaign ROI, you can mimic successful campaigns in future direct mail campaigns or modify them to increase ROI.

It may seem confusing at first if you have never measured direct mail ROI, but it’s not as difficult as it may seem. Some of the things you might want to measure are:

– Gross response – The overall response rate
– Conversion rate – Campaign receivers who become customers
– Lead generation cost – The campaign cost divided by the number of inquiries you get
– Acquisition cost – Either measure the direct mail campaign cost divided by the number of customers you get or the number sales you make.

However, to follow through with any of these measurements, you need a way to collect data – data about how well each direct mail campaign is doing. Here are a couple of different ways you can measure and track direct mail ROI.

Coupon Codes

Create coupon codes to use for specific direct mail campaigns. If you sent out a campaign using a code to help track the results, you divide the number of sales made using the code by the total number of mailers to determine the rate. For example, if you sent out 1,000 mailers that generated 88 sales that used the coupon code, your direct mail ROI would be 8.8%. This is the same way you would calculate for the next three tracking strategies.

Personalized Landing Pages

Use a unique personalized URL, or PURL for short, to only promote to the audience receiving your direct mail campaign. This URL will redirect the audience to a specific landing page of your choice. PURLs can be designed so that every time someone goes on to the URL, you can track them. Tracking programs like Google Analytics enable you to see how customers are interacting with the personalized landing page. Or, you can create a PURL for each individual receiving the direct mail and track them specifically.

QR Codes

Marketers love QR codes, and direct mail is a great way to use them. All you have to do is create your own QR code using aQR code generator and then print the code on your direct mail pieces. QR codes work in a similar way as PURLs. However, they may be more convenient for the recipient since all they have to do is scan the code on their phones with their QR code reader app and they will be taken immediately to a designated page.

Phone Numbers

Phone call tracking is a great way to track inbound response rates. This technique is one of the most popular ways organizations measure their marketing efforts. You assign a specific phone number to a specific direct mail campaign, that way you can identify which leads are coming from which campaign (if you have multiple). Then you can compare how many calls come in against how many mailers went out.

It’s crucial to know how your direct mail ROI is doing. This way, you can modify marketing strategies to improve them for the future. With so many different marketing mediums that are available today, it is important to know how your various campaigns are performing and where you are finding the most success. There’s no point in utilizing different types of marketing like social media, email, and direct mail if you don’t know how they’re performing. Here’s a helpful tool by Brandwise to make calculating your direct mail ROI a bit easier.

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Why Your Direct Mail Campaign Failed
10 Oct

Why Your Direct Mail Campaign Failed

Direct mail marketing is a powerful communication tool with incredible targeting abilities that can generate measurable sales results for your company. According to research by CMO Council, when direct mail is done correctly, it works very well. However, when it’s not done correctly, it can fail hard. Whether you are wondering why your direct mail campaign didn’t do as well as expected, or you just want to prepare and be ready for your next direct mail campaign, make sure to read and remember these points to help you develop and implement an effective direct mail campaign.

Poorly Targeted Mailing List

There is nothing more important to a successful direct mail campaign than a well-targeted list. Marketing to people who don’t have an interest in your product or service is a waste of your time and money. One of the easiest ways to get a good list is to identify your existing customers. This list should be filled with current customers and prospects that have previously purchased from you or responded to your marketing efforts. Another great way to acquire a targeted list is by renting an outside list from companies like US Data Corporation. They can provide you with high-quality, responsive lists according to your target audience which can help you maximize deliverability and pull in new customers.

Uninteresting Offer

Getting the right offer in front of your audience can change your response considerably. All of your direct mail marketing should include a special offer so customers have an incentive to act. The offer should be time sensitive to create a sense of urgency so your customers act quickly.

Lack of Creativity

The world of direct mail marketing is a competitive one. Therefore, it is crucial your direct mail campaign is attention grabbing. The main way to do this is with good design and creativity. Use eye-catching images, graphics, layout, color, unique pieces, and sizes. Creativity is how you get noticed.

Shoddy Copywriting

Typos and rushed writing reflect poorly on your business. It is important to take your time and edit your copy a couple of times. Have someone else proofread it for you and check it for mistakes. If you can, hire a professional copywriter if you have the budget that allows you to. Professional copy and design are expenses that pay for themselves in the form of increased response.

Not Testing

Failing to test a direct mail campaign before sending it out on a bigger scale can be a costly marketing mistake. Testing will allow you to check the effectiveness of the offer, the copy, list accuracy, and other factors.

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4 Reasons Direct Mail Marketing is Not Dead
10 Oct

4 Reasons Direct Mail Marketing is Not Dead

Direct mail still offers one of the most consistently effective forms of advertising when used correctly. According to statistics provided by the CMO Council, direct mail’s average response rate is 3.4, compared to email’s response rate of 0.12%. Direct mail may be traditional, but it is not going away any time soon. Here are 4 reasons to prove that direct mail can still be beneficial to your business.

Direct Mail Is…

Targeted

A business can purchase highly targeted mailing lists of potential customers from list companies like Email Database. Each direct mail campaign can be tailored for a specific audience, from long-time customers to new prospects, using information such as demographics, buying habits, location, and many other factors. This way, businesses are able to send relevant information to individuals who are most likely to respond to their offers.

Flexible

From greeting letters to promotional postcards to surprise boxes, there are countless different formats you can use to create your direct mail campaign. Unlike many forms of media, with direct mail you can change the format according to your budget and message. If you cannot afford customized letters with return envelops, you can use cheaper postcards with a phone number to call – and you will still obtain great results.

Tangible

Direct mail allows you to deliver a physical message into your customer’s hands, which encourages interaction and engagement. Adding a physical element to your marketing campaign can help you gain more attention, as well as an advantage over your competitors. Another tangible direct mail option is to include a freebie in your package. This strategy can help promote your business while providing the recipient with a gift. Who doesn’t like freebies? Even if it is just a small sample of a product, a pen, or a coupon, your recipient will surely appreciate the kind gesture, and will likely remember you as a result.

Measurable

Direct mail’s results are easy to analyze and measure. No complicated tools are necessary. This can be as simple as counting the inquiries you received or counting the number of coupons redeemed. If you want to get a little more advanced, you can utilize tracking numbers for your campaigns. By tracking and analyzing your results, you can see what is working and what is not, and then adjust your targeting strategy for future mailings.

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4 Direct Mail Marketing Best Practices to Follow
10 Oct

4 Direct Mail Marketing Best Practices to Follow

With the steady increase of technology and digital marketing, the popularity of direct mail marketing seems to be decreasing, or you would think it is. However, direct mail is just as effective, if not more, than ever. Direct mail can be a very powerful marketing tool if executed correctly. According to a USPS study, direct mail recipients purchased 28% more items and spent 28% more than non-direct mail recipients. In today’s blog post, we will go over direct mail marketing best practices and show you how and to work it and rock it.

“The whole is greater than the sum of its parts.”

It usually takes more than one mailing to get spectacular results. Prepare to send multiple waves of mailers and do A/B testing. Don’t  forget to integrate direct mail into your overall marketing efforts for the full marketing effect. Direct mail marketing ties in with so many other marketing channels. It can be used to generate traffic to a particular location whether it’s a brick and mortar store, a company website, social media account, email, events, and so much more.

Personalization is Crucial

Personalized direct mail campaigns improve relevancy and response rates. Personalization can enhance the viewer’s inclination to read your direct mail piece by creating a sense of familiarity. Names are very powerful things. People are conditioned to respond to their name, so even if they didn’t intend to look at your mail piece, there’s a high chance that their name will catch their eye. This technique drives a more personal connection from the get-go.

Provide Different Ways to Respond

Make sure to provide your recipients multiple ways to respond to your direct mail piece to accommodate their varied preferences. This means postage postcards, phone numbers, URLs that take recipients to a specific landing page, QR code, and coupons that be use in person and online.

Make Your CTA Clear

You’re sending your direct marketing campaign because you want a response, so make sure your CTA is prominent and easy to understand. Let your prospects know about your brand, products, and services; let them know why they need it; but don’t stop there –  tell them how to get it. Make it easy for people to respond to your CTA. Once you have told your audience what you want them to do, make it easy for them to do it.

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Deceptive Mail Prevention and Enforcement Act (DMPEA) and How it Affects Direct Mail
10 Oct

Deceptive Mail Prevention and Enforcement Act (DMPEA) and How it Affects Direct Mail

Every business wants to shake things up a bit to drive sales and attract more customers. What better way to make things a bit more exciting than with a direct mail sweepstakes or contest? Everyone likes winning, and receiving something free is almost always welcomed. Marketers have recognized the public’s affection for contests and sweepstakes, and have taken advantage of it to promote their products and services. However, marketers have to be careful. Sweepstakes and contests can definitely attract attention, but it may draw the attention of law enforcement instead of customers if done incorrectly! We don’t want that to happen to you, so we are going to go over the “Sweepstakes Law” aka the Deceptive Mail Prevention and Enforcement Act (DMPEA) that has been in effect since 2000. These are important rules to follow when planning a direct mail sweepstakes so you don’t deceive recipients or break federal law.

Legitimate companies and marketers have used sweepstakes to drive sales for years. While most companies run fair contests, a business can find themselves exposed to unwanted penalties due to laws they were unaware of. It is important to plan sweepstakes carefully so they follow applicable laws. Something as simple as the wording being off or failing to include all required disclosures on the mail piece could put your company in trouble.

According to the DMA, the DMPEA covers, “sweepstakes mailings, skill contests, facsimile checks, and mailings made to resemble government documents.” This law applies to any sweepstakes or contest that uses the United States Postal Serviceto advertise or promote. Violation of this law can lead to civil penalties by the USPS, including subpoenas, stop mail orders, and fines.

The DMPEA outlines what marketers can and can’t do when it comes to direct mail sweepstakes. One rule is that all disclosures that are legally required must be on the mailer, and these must be clearly and conspicuously displayed. These disclosures must also be “readily noticeable, readable and understandable” to the target audience, as stated in the DMPEA.

Here are some highlights of the DO’S and DON’TS of the DMPEA:

DO’S

– All required disclosures must be “clear and conspicuous”

– All terms and conditions (i.e. rules and entry procedures) must be included

– Sweepstake/contest rules must include estimated odds of winning, estimated value and nature of each prize, and schedule of payments

– Mailings must include the name of the sponsor and their address or phone number for contact

– Company must remove recipient from sweepstakes mailing list if requested

– Sweepstakes must include the messages: “no purchase necessary” and “a purchase will not increase chances of winning”

DON’TS

– Don’t state that someone is a winner if they are not in fact a winner

– Don’t use contradictory statements

– Don’t refer to any federal agency, federal program, federal department, or the Postmaster/the Postmaster General in an attempt to make recipients believe that the mailing or offer is endorsed by this entity when it’s not

Penalties for breaking the DMPEA includes:

– Fines up to $2 million dollars per project

– An additional penalty fee of $1 million dollars if a cease-and-desist order is violated

– In addition, consumers have a private right of action to sue for failure to remove their names from sweepstakes mailing lists.

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Nail Your Fundraising with Non-Profit Direct Mail Marketing
10 Oct

Nail Your Fundraising with Non-Profit Direct Mail Marketing

Fundraising is an integral part of most non-profit organizations; however, for many of these organizations, every penny counts. This makes many of these organizations cautious about investing funds in direct mail fundraising efforts, especially if they’re not sure whether or not their direct mail campaign will pay for itself in donations. However, direct mail is an extremely effective fundraising method, and when done right, non-profit direct mail is a proven channel to deliver a return on your investment.

According to research by Blackbaud, 40% of baby boomers, the group responsible for the majority of charitable giving, as well as 52% of donors ages 68 and over reported responding to direct mail fundraising campaigns. One of the biggest reasons to use non-profit direct mail is because it allows you to directly target those who are most likely to respond to your direct mail marketing. Unlike television ads, magazines, and other forms of mass marketing that aim at broader audiences, direct mail marketing can be targeted towards people who are most likely to donate, meaning that you are not wasting money trying to communicate with people who are not going to contribute to your cause. Here are some best practices to follow for a successful non-profit direct mail campaign.

Make it Personal

The more a mail piece resonates with the prospect, the higher the response rate will be. So, don’t just put the donor’s name on the direct mail piece (which I hope you are already doing), but include a targeted message based on the causes they are interested in and/or have donated to, the amount they have donated in the past, their location, etc. Take the opportunity to show that you value them and that they are important to you and your organization. Successful fundraising is all about building strong relationships, and direct mail offers the tools you need.

Tell Your Story

Make sure your donors know your mission. When it comes to a person’s likeliness to donate, the most important factor is his or her personal connection to the charity or organization. To increase donations, use direct mail to build relationships with donors over time. Some information you can share with your audience to make them feel more connected to your company or organization are: company news, future goals and/or goals already met, special achievements, and success stories or personal stories from those who have benefited from your non-profit.

Give Them Options

Make it easy for people to respond in their preferred way, whether it’s through a reply mail piece, website, email, etc. Also, give the donors different payment options. The options can range from old-fashioned checks to online payment services that accept credit cards and PayPal.

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How to Run a Real Estate Direct Mail Campaign
10 Oct

How to Run a Real Estate Direct Mail Campaign

Direct mail is a great marketing tool for all types of industries, including real estate. If you are a realtor, real estate direct mail marketing is an easy and effective way to let people know about the properties you are selling and a good way to stay at the forefront of your prospect’s mind. Even with the many marketing advancements that have developed over the years, there’s a reason why direct mail marketing is still around: it works. In fact, an article by MarketingProfs states that 73% of consumers actually prefer mail over other advertising methods. Here are a few questions to ask yourself before embarking on your first real estate direct mail campaign.

Who Are You Going to Target?

The first thing you should do when planning a direct mail campaign is determine who you are targeting and create a campaign that stands out to them. You want to advertise to people who are most likely to be interested in your service and/or homes. What type of prospect are you looking for? How old are they? What are their interests? What is their income level and etc.?

How Are You Going to Target Them?

Once you figure out who you want to target, you need a good and clean mailing list that will ensure your mail piece actually reaches those prospects. At the end of the day, your mailing list will perform only as well as the quality of your data. Hygiene your data thoroughly to make sure it is accurate and organized so that your real estate direct mail campaign can hit as many qualified prospects as possible. If you rent a list, make sure it is from a reputable list company with a proven track record. Reputable data companies will ensure that your data is fresh and accurate, and they will build the list to be precisely targeted to your ideal audience. Many list companies like US Data Corporation offer mailing, design, and print services as well.

What Mail Piece Are You Going to Use?

There are many different forms of direct mail pieces that are available to send: letters, postcards, brochures, newsletters, etc. The key to a well-designed direct mail piece is making sure that it grabs the audience’s attention and encourages them to read it. To help make your piece pop, use quality paper, colors that make the text stand out, and use personalization if you can. Real estate is a visual industry and your pieces should make the most of it. Use a lot of imagery and photos while cutting back on text. Try to keep layouts simple and uncluttered so that the viewer can quickly get to your main message. For more direct mail creative tips, read our blog posts on popular direct mail pieces, personalization, and color.

What Are You Going to Say?

In the real estate industry, most realtors want recipients to respond to a direct mail message by expressing interest in buying or selling a property. Whatever your reason is as a realtor, the purpose of your direct mail message should be to get the reader to take action and contact you. An effective way to get people to take action is to include a CTA that prompts your audience. For example, offer a free consultation to talk about the sale or purchase of a home if they call. The CTA should also clearly tell the recipient what they need to do to respond. Without a good offer and a clear CTA, your real estate direct mail campaign may just be a waste of your time and money.

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Make Your Mark with a Back-to-School Direct Mail Campaign
10 Oct

Make Your Mark with a Back-to-School Direct Mail Campaign

It’s that time of the year again, folks! The sudden increase in rush hour traffic, the office supplies section at Target looking like a ghost town, and the decrease of high-schoolers at the mall: it’s time to go back to school. Back-to-school season is the second largest retail season after the holiday season, according to a report from PM Digital. Back-to-school spending reached nearly $75 billion last year. Moreover, according to a study by Placed, parents named direct mail as one of the most preferred channels for receiving promotions and deals for back-to-school. Feel like you don’t have a back-to-school type of business? Think again. Back-to-school season affects more than just kindergarteners who need crayons. Don’t forget about the parents, teachers and other professionals that need supplies, and other people who are just looking for a good deal. End your summer with a bang by boosting your sales and brand awareness using direct mail marketing this back-to-school season. Here are 3 ways to make your back-to-school direct mail campaign a success.
1. Target Your Audience
Instead of buying untargeted leads, use a targeted mailing list for your back-to-school direct mail campaign. This way, you are making sure your advertisement reaches the correct audience of people who are most likely to need your products and/or services. List companies like US Data Corporation are able to create a mailing list based off of your specific needs. You can target your list by age, gender, location, hobbies, shopping habits, and much more. If your store sells clothes for teenagers, you don’t want to send your direct mail campaign to families with toddlers. By using highly-targeted lists, you are connecting with people who are actually relevant to your business.
2. Make it Personal
Personalization can enhance a consumer’s decision to read your direct mail piece by creating a sense of familiarity. It also tells them that they are important to your business. When it comes to personalizing a direct mail piece, there are a lot of options. You can personalize the piece to a specific consumer by including their name in the letter portion or address area. You can also use a tailored message or personalized image. If you’re sending the campaign to a family with college students, use images that have college students in them. For more tips on how to personalize your direct mail piece, check out our previous blog post: Capitalize on the Power of Direct Mail Personalization.
3. Give a Good Offer
Who can resist a good deal? High-quality direct mail campaigns are not only packed with relevant information, they also attract the audience by tempting them with an irresistible deal. Offering a time-sensitive deal can be a great idea for a back-to-school direct mail campaign. Time-sensitive deals help promote the sense of urgency to redeem the deal before the sale is over, (and before school starts). With some schools already back in session and others about to start, now is a great time to reach those last-minute shoppers by putting a special offer directly into their hands.

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We’re Die Hard Fans of Die-Cut Direct Mail Campaigns
10 Oct

We’re Die Hard Fans of Die-Cut Direct Mail Campaigns

Postcards are one of the most popular direct mail pieces used for campaigns. They are cost-effective, easy to use, and most importantly, they get great results. According to a study conducted by the USPS, 52.5% of consumers in America read postcards they receive in the mail. However, because postcards are so popular, your piece might not get noticed in the sea of other postcards people receive every day. So, what should you do? How can you make your postcard more eye-catching? We have a solution for you! Get your customers to do a double-take and take a closer look at your die-cut postcard! Die-cut mail pieces allow you to create unique folds, shapes, and cut-outs with the postcard. By thinking outside of the box (or the rectangle, as it were), you can get your direct mail piece noticed. Die-cuts are a great way to boost direct mail response; however, there are factors to consider before determining whether die-cuts are a good fit for you.

Die-cut postcards are also a great way to brand your company and products. You can be subtle about the design or distinctive. For a subtle approach, you can round the corners of a postcard for a slight change. Or, you can do something more distinctive and shape your postcard liketo look like your logo or one of your products. If you’re advertising an automotive dealership, why not create a direct mail piece shaped like a car? This technique can help draw attention and help build better brand recognition. Don’t forget to check the rules on mailing abnormally-shaped direct mail pieces with the post office before committing to die-cuts; your postage rates will probably be different than mailing a traditional postcard.

Because die-cut postcards require custom shapes, the costs associated with die-cuts can be expensive for some businesses. However, die-cuts attract attention and get results, so the investment may be worth it. Die-cuts are an investment, and they can definitely increase your return on investment and pay for themselves. However, like all things you invest in, it is important to calculate the cost and consider your budget before diving in. How much you will pay for a die-cut campaign varies. The answer depends on a variety of variables, such as the number of pieces you want, what materials are used, and how soon you need the pieces to be ready. If you rush your order you will likely pay more. Also, an order for 50 die-cuts will cost less than an order for 500, but the 500 order will probably cost less per piece. You should get quotes from multiple direct mail marketing service providers and printers to get a better estimate of how much your campaign will cost.

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