The most common type of communication between organizations and their members is direct mail. Direct mail simply means to send members information via a physical letter or mail piece of any kind. Direct mailing is an effective form of communication and can help to create or further enhance member-organization relationships. However, when it comes to direct mailing, you’ll want to ensure you are doing it correctly and using it effectively. Here are a few dos and don’t’s of Direct Mail that will help you have a successful direct mail marketing campaign.
Do’s of Direct Mail:
Come up with a Call to Action
A good call-to-action directly tells members what the purpose of your mail piece is for. Without a call-to-action, members may not understand the meaning behind your mail piece and thus may become uninterested. A call-to-action is crucial for a direct mail piece to have in order to successfully convey your point to members and to increase response rates. Your call-to-action, for example, may be a simple written message that notifies members of new events occurring with your organization or may include information on new donor opportunities and/or gifts of appreciation to donors.
Focus on a Target Audience
Selecting a targeted group for your campaign will not only allow you to cut down on costs, it will also allow you to personalize your mail pieces better. You should decide which demographic(s) relates directly to your message. For example, if your organization is sponsoring a cause that provides aid to military veterans, you may want to direct your mail pieces to members who are in the military or have family members in the military. Focusing on a target audiences can allow for an improved response rate and greater feedback.
Consider Your Marketing Budget
Before spending all of your money on the most expensive and detailed type of direct mail, you should consider your budget. You should ask yourself: How many mail pieces am I sending out? Do I need any designers? What type of direct mail am I sending out (i.e. postcards, newsletters)? You should also remember to conserve as much of your budget as possible to allow for follow-up mail. You can create an effective, quality direct mail campaign without spending a fortune, as long as you consider all aspects of your budget.
Don’t’s of Direct Mail:
Forget to Send Follow-up Mail
Sending follow-up mail allows you to reconnect with members and further build relationships. If a member responds to your piece of mail or sends in a donation, you should not neglect to send back a response. Responding to a member after they respond to your original mail piece lets them know that they are appreciated and they will be more inclined to support your organization in the future. It is important to note that if a member does not respond to your original mail piece, it is okay to contact them again, but do not overdo it.
Neglect to Review and Detail Mail Pieces
Not looking over your mail pieces before sending them out can result in unwanted consequences such as grammar, name, or design errors. Such errors can reflect poorly on your organization and a member may not take your organization seriously. Before sending out your direct mail pieces, make sure to proofread them and ensure they are being sent to the appropriate member. Additionally, you should make sure the design on your pieces is appealing enough for members and if not, you may want to consider detailing your mail pieces a bit more to make them more attractive.
Ignore the 40/40/20 Rule
The 40/40/20 rule can be considered the “golden rule” in direct mail marketing campaigns, so it is best not to neglect this rule when designing your campaign. The 40/40/20 rule expresses that: 40% of your campaign’s success depends on your targeted mailing list, 40% depends on your message or offer, and 20% depends on the creativity of your campaign. With that said, you’ll need to ensure that your targeted audience is relevant to your message, your message or advertisement is well-crafted and has a call-to-action, and your campaign is designed creatively with the appropriate type of mail piece being used.
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