Direct mail is a fantastic way to win more members and encourage existing members to continue supporting your mission. It is crucial to consider your design and what your message says when preparing your mail piece. A successfully administered direct mail campaign can boost your brand awareness and spread your mission. Unlike other forms of…
In a time with extremely saturated digital media, direct mail allows modern non-profit organizations to add unique and personal components to their marketing campaigns. Let’s explore the ways your non-profit can expand its reach and improve the effectiveness of your marketing strategies with direct mail. Choose Your Audience There are two different types of direct…
Your organization must first identify your typical member and tailor your marketing to build a solid foundation. Targeting a specific market doesn’t mean you are excluding people who don’t fit your criteria. Target marketing empowers you to direct your marketing budget and brand message on a pinpointed market that is more likely to interact with…
Direct mail is primarily an outbound marketing strategy, but you can and should use it in conjunction with your inbound marketing. The main objective of direct mail is leading prospects back online so you can continue nurturing them there. Every piece of mail you send should direct prospects online so that you can more easily…
Direct mail is only effective if you track your results. One of the best ways to track your direct mail is by using call tracking. It’s crucial to track your direct mail using as many methods as possible because you need to determine your campaign’s effectiveness. Call tracking, or data tracking, is a service you…
Direct mail is one of the most effective and valuable marketing channels for your organizations to reach its target audience, especially when you deploy local campaigns. You and your local community can benefit from a partnership. Reach out to people in your local area. You can teach them about your organization and share your mission.…
One of the most significant challenges organizations face is getting someone’s attention with direct mail marketing. Your main obstacle is making your piece stand out in the middle of a mail stack when a person removes it from the box. Direct mail usually winds up in the trash because mailpieces are too often seen as…
The best way to measure your organization’s direct mail success is to have a clearly defined end goal. Are you trying to increase brand awareness or drive website traffic? Or maybe your goal is reaching new audiences. Whatever your marketing goal is, measurable metrics will help you determine the success of your campaign. One of…
Telecommuting, or working remotely, isn’t a passing trend in the workforce. It’s a very real and prevalent way that many people are working their current job. Telework can improve employee productivity, creativity, and morale. Many workers are benefiting from working from home, and it’s a good idea for your organization to reach out to them…
Some marketers think their online and offline marketing strategies can’t mix. But this isn’t the case, especially when it comes to direct mail and websites. Directing targeted traffic to your website is about building a list of people who match the profile of your ideal member. If the offer is right, the prospects will respond.…
There comes a time when your direct mail campaign needs to change its messaging. When we hear the same chord repeatedly played eventually, it starts sounding a little stale. The same goes for messaging. When your organization relies on one limited collection of messages, your members become tone-deaf toward what you are trying to say.…
Maintaining membership rates is crucial for the health of any organization. You can build a base of supporters, but keeping your members loyal is an ongoing commitment. You can continually recruit new members, but if you have a leaking bucket, meaning members flowing in the top but slowly leaking out the bottom, you are wasting…
Interactive postcards include specific elements that the receiver can interact with on the card. They provide instant communication with your prospects and members while incorporating a level of interest that is hard to match with other forms of marketing. Thanks to the interactivity aspect, a prospect or member may be more likely to respond to…
With its incredibly high return on investment, direct mail marketing should be a key part of you marketing strategy. But you’ll want to make sure you plan for all of the costs associated with direct mail, including the cost of postage. Direct mail costs are often a game of volume, so cutting some of the…
Whether your organization is promoting a significant milestone, looking to fund a specific need, or hoping to switch up your year-end fundraising, nonprofit marketing campaigns are your best friend. Nonprofits have critically important missions that often don’t match their operating budgets. That’s why organizations need to innovate and make the most of their heavily-committed resources.…
We need to think outside the box and try new things when it comes to direct mail planning in 2020 and beyond. Your original marketing goals for 2020 may have been different than when the COVID-19 crisis kicked into high gear. The pandemic continues to disrupt many of the relationships and operational structures organizations have…
The holiday season is an exciting time filled with festivities, food, and friends. Just the right message from an integrated direct mail campaign can help your organization capture the moment of almost any holiday. However, holiday-focused direct mail messages require time and planning well in advance, so getting started early is critical to making sure…
Multi-touch campaigns assign attribution to each channel and provide a complete view of how marketing channels work together. In each of the many multi-touch models available, you assign each touch a fraction of the conversion credit. Multi-touch attribution requires the ability for you to track individual members across multiple channels. For instance, you may need…
Your organization needs to make a strong first impression for your direct mail marketing to be effective. You have less than a minute with each interaction to make a worthwhile impression on your recipient. Use that time wisely by crafting a mail piece that captures their attention instantly. Unless you’re opting for postcards, your first…
The physical nature of direct mail marketing means you’ll need to take into account the possibility that your mailers will get damaged in the process. Mailers are very vulnerable to scuffing, ripping, tearing, or breaking, depending on the materials you use and how it’s handled (or mishandled, as it were). While some damage is completely…
Data is the essence of your direct mail campaign. Successful marketers make sure their data is always accurate and protected from misuse and harm. Ensuring your data is safe builds trust with your prospects and members. Making sure your data is clean and up-to-date saves you money on postage and printing costs. Your direct mail…
Direct mail usually costs more per message delivered and requires more of an up-front investment than online marketing options. There are two primary financial factors you’ll encounter when it comes to direct mail. First, you shouldn’t plan a marketing campaign based on saving money. Instead, focus on your return on investment (ROI). Secondly, if your…
Waste is a major challenge for every organization, regardless of the marketing channel or medium. When you invest in content marketing, you run the risk of creating collateral too quickly. Properly scaling acquisition and retention campaigns are crucial, but it can’t be your final goal. Essentially, don’t send an abundance of marketing content to a…
Direct mail is a powerful marketing tool with fantastic targeting capabilities. You can reach people who you may never contact online. A successful direct mail campaign can produce stunning results. But your organization could take a huge morale and financial hit if a campaign fails. Direct mail campaigns that fail to covert mostly do so…
Saturation mailing is when you send a mailer out by targeting all the addresses in a mail carrier route. Organizations send this type of mailer when they are targeting an audience in a specific area. There are no limitations on the size of your mail pieces, so you can take advantage of brochures, flyers, letters,…
Personalization is one of the main reasons why direct mail is so effective in generating great results. Your organization has the advantage of getting personal with direct mail marketing. People respond better when they believe you are communicating with them one-on-one. Today’s technology makes adding personalization to your mailings easier and more affordable than ever…
The COVID-19 pandemic has changed everyone’s priorities. People are concerned about their health, safety, and financial stability. One concern is if the virus can transmit through the mail. The WHO and CDC say that no coronavirus transmission has occurred from a newspaper, magazine, letter, or package. Sending mail pieces to prospects and members is still…
In marketing materials, every little detail matters. Each word, image, and offer has an impact on your response rates, which influences your investment return. One small misstep could throw off your prospective member and sends them in the wrong direction. The text people see in print advertising is very crucial. Choosing the right text, including…
Direct mail is memorable, tactile, and gets you into the hands of your prospects and members. Effective direct mail design can make your audience notice your products and services or visit your website. Mail is a tool that allows you to entice people into the necessary action and create a smooth member journey. But you…
Today’s world is hyper-digitalized. Brands can interact with their audience in more and increasingly personal ways. But when it comes to driving action, not all marketing channels are equal. Direct mail is one of the oldest forms of marketing, but it’s far from obsolete. There are many benefits you will see by using direct mail…
The marketing funnel visualizes the sales process from beginning to end and describes the journey a prospect takes toward purchasing a product or service. Direct mail can be used during each stage of the sales funnel and turn your prospect from a stranger to becoming a loyal brand advocate. People aren’t ready to commit to…
The outer envelope is every bit as important as the contents within it. It’s the headline of your direct mail. It doesn’t matter what materials are inside if no one opens your envelope. The outer envelope is like an introductory handshake or the display window of a store. Your envelope presents who you are and…
Direct mail continues to be one of the most popular advertising channels and for many good reasons. Direct mail provides reliable returns that often surpass digital channels. According to the 2018 ANA/DMA Response Rate Report, direct mail response rates were 9 percent to a house list and 5 percent to a prospect list. In 2017,…
Every Door Direct Mail (EDDM) from the USPS is a popular, broad-reaching direct mail option. However, it utilizes an approach that lacks specification for the demographics you may want to target for a more effective ROI. Targeting your perfect audience is essential for every direct mail campaign because you want to reach people who are…
The key to a strong direct mail marketing campaign is creating a piece that will grab the recipients’ attention. Some of the most innovative and efficient advertising delivers through the mail. Your organization needs to stand out among the crowd. You want to attract and captivate your audience. Designing a unique mailer with a targeted…
Mailing lists are the foundation of an effective marketing campaign. The clutter and disorganization happen subtly by members moving, people changing their names, and data aggregating from different sources, which leads to misaligned data. A clean mailing list is a crucial way of improving your marketing return on investment. You will improve your response rates…
Timing is everything in a direct mail marketing campaign. Running your organization involves many moving parts. Planning perfectly timed direct mail may not rank as a high priority on your list, but timing is one of the simplest and most important aspects of any marketing campaign. Sending time-sensitive mailers too late can reduce your response…
The goal of data mining is to explain the past and predict the future. Data mining helps you extract information from massive sets of data. You mine the knowledge from that data, and then you can apply your learnings to your direct mail campaign. By using the techniques mentioned below, you can boost and refine…
Some marketers think their online and offline marketing strategies can’t mix. But this isn’t the case, especially when it comes to direct mail and websites. Directing traffic to your website is about building a list of people who match the profile of your ideal member. If the offer is right, the prospects will respond. One…
Timing is everything, especially as we all grapple with the personal and economics impact of the COVID-19 coronavirus pandemic. We are watching the world drastically change around us and it’s hard to know what to do. Non-profits must continue communicating with members regardless of the pandemic around us. Direct mail remains one of the most…
Many organizations have started pulling back on their marketing efforts, but now is the time to stay the course — or increase your marketing budget. Your organization should refine your message and devote more budget to advertising, especially through direct mail. During a down economy, people set stricter priorities and reduce their spending habits, but…
The most crucial aspect of your direct mail campaign is your prospect or member. Even the most visually appealing mailer will end up in the garbage if your receiver isn’t a good fit for your offer. The best way you to avoid having your mailers ignored is by planning correctly for your targeted audience. Once…
Direct mail optimization involves continually testing list sources, mail piece designs, and offers. For you to determine what is working, you need to generate accurate reports and analyses of your programs. To accomplish this, you need reliable response attribution. You need to understand all the ways that your prospects and members can respond to your…
Choosing the right audience is more crucial than ever. When you create an audience profile, you can more accurately identify your target audience. An audience profile is a powerful marketing tool that can give you a more structured look at your audience’s needs, and help you develop a clearer path to getting there. A great…
Marketers have an opportunity to communicate with their audience on a one-on-one basis through direct mail. Direct mail campaign testing is a tool you can use to create continuous improvement and develop a deeper understanding of what motivates your audience to respond. You can use direct mail testing to run experiments to refine your marketing…
QR codes are scannable 2D codes that initiate a particular action. Scanning the code can lead to a website visit, help someone download an application, or direct a person to a social media profile, among other options. QR codes first became popular around 2011 when smartphones were becoming more heavily used. The little squares were…
Design plays a crucial role when it comes to creating a great direct mail piece. Designing direct mail involves more than just colors and imagery. A practical design guides your prospects and members through your advertisement and drives home your marketing message in a visually appealing manner. A great design also adheres to your brand…
Purpose-driven marketing has swiftly become a central issue in the world of branding. But organizations should be cautious when they explore and implement purpose-driven marketing because these types of campaigns easily backfire. When organizations treat causes as nothing more than a marketing statement, they risk cheapening the importance of the very issues they are bringing…
Building a successful organization always involves successfully marketing your product, your service, and your brand. In the past, many organizations guessed their way through their marketing budgets. This trial and error approach is both expensive and ineffective. Now, organizations are learning how to use a variety of digital tools to deliver a more accurate estimate…
No matter where they are in the buyer’s journey, direct mail is one of the most impactful methods to market to your prospects. Whether you are educating prospects during the awareness stage or upselling them in the post-decision stage, direct mail connects you with prospects in ways other channels cannot. It also helps build trust…
Your mailing list is a vital aspect of your direct mail marketing campaign. You can’t design an appealing offer or create a great piece without knowing who you are mailing to. You also risk alienating prospects and wasting time and money when you send pieces to the wrong audience. The wrong mailing list can make…
Direct mail captures attention, but what do you do with that attention? Countless things can go wrong with a direct mail campaign. Poorly planned or delivered direct marketing tactics can offend potential and existing members. Before you plan your next campaign, see that you are not making any mistakes that can not only cost you…
Direct mail is a popular marketing technique that allows any organization to mail content to their prospects and members through the USPS or other delivery services. Most marketing is digital now, but when done right, direct mail marketing can work with your other channels and make your organization stand out. Direct mail is interactive, memorable,…
Catalogs are an excellent tool for direct mail marketing campaigns. Organizations use catalogs to comprehensively highlight their products and services. In the digital age, a catalog provides an effective way for an organization to present information to their members when they are away from their computer or phone. Catalogs offer a convenient format for you…
Among the many engagement options for non-profits, brochures are great for direct mail marketing. Sending a brochure is an excellent way to educate your targeted audience about your non-profit. They are an efficient way to get your point across. Brochures can be concise, informative, and aesthetically pleasing for your intended audience. Mailing brochures is also…
Direct mail fundraising is vital to an organization that desires to raise the most possible money for their cause. Non-profit organizations can create an impactful direct mail campaign to enhance the donor experience and boost donations. Encourage people to join you in creating a real difference. Think about what your donors care about. Then use…
The biggest challenge for today’s marketers is getting better results while spending less money. Understanding the fundamental roots of human emotion is critical in comprehending a member’s behavior. The beauty of neuromarketing is its ability to integrate into both an inbound and outbound marketing strategy. Awareness of marketing tactics can impact your efforts in the…
A/B testing allows you to try out different direct mail offers to see which one works best. You can improve your return on investment when you learn what strategies work best to increase response rates. Many organizations choose not to A/B test because they assume it’s a complicated process. A/B testing is not complicated, and…
Outreach and fundraising are critical to the success of any non-profit. No matter the goal of your outreach, you must be able to make a personal connection with your target audience. There are many tried and true ways to use direct mail. Your 2020 direct mail marketing campaigns must fit into an ever-shifting marketing landscape…
If your members’ experience is poor, they aren’t likely going to engage positively with your organization. Unengaged members are less likely to log in, less likely to consume your content, and won’t participate in your community. Ultimately, they are less likely to stick around long-term. Crafting a remarkable member experience comes down to finding ways…
A direct mail campaign doesn’t stop once your message is delivered. Every great marketing campaign has a reliable follow-up process behind it. Following up after sending a direct mail piece reinforces your message. It also increases the likelihood that you will gain traction on your mail campaign. Many campaigns fail because of the lack of…
Postcard marketing is a form of direct mail you can use to reach a targeted audience. It is a simple, inexpensive, and flexible direct mail tool. Organizations use postcards to generate leads, cultivate return interactions, and introduce new services. Using postcard marketing is a fun and fast way to get your message out to prospects…
Personalizing your direct mail for your target audience improves your response rates because most people don’t value plain, boring marketing campaigns. People crave mailers that relate to them personally. Your organization will benefit significantly by using variable data printing to customize and personalize your campaigns. You can create attention-grabbing direct mailers that appeal to your…
Direct mail is one of the most efficient marketing tools when targeting non-English speakers. While most people, in general, dismiss mailers as junk mail, many foreign speakers embrace it as a way of becoming a more informed consumer. You can target your audience based on ethnicity or language preferences by using geo-mapping techniques. Geo-mapping provides…
A great mailer is straight to the point. Many organizations make the mistake of sending mailers covered in overwhelming colors and an overload of information. It’s a mistake to believe you need to cram direct mail with detail. A jumbled appearance turns people away. Your mailers will succeed when you keep the message short and…
Geo-mapping is a dynamic way to incorporate personal location-based information into your direct mail pieces. This marketing method uses variable data to match your member’s address with nearby points of interest. You can include these details in your mailer and provide a complete map with directions from their home to your location, or highlight other…
Your organization needs to get ahead of your competition by standing out and drawing attention from the direct mail receiver. You can ruin a direct mail campaign when the advertisement feels and looks the same as any generic direct mailing. When a person feels a strange lump in your mailer, they will become intrigued and…
Adding a call center to your organization’s direct mail strategy has many benefits. You need to be accessible to your members. When a donor needs a problem solved, it’s in an organization’s best interest to provide sufficient communication channels. Phone communication is an easy way of providing instant customer service. Although online chat and website…
Social media allows every organization, no matter their budget, to have the ability to communicate with current and prospective donors around the clock. Most non-profit’s have a Facebook page or Twitter account, but social media in the non-profit world goes beyond piling up “likes.” These social platforms allow your organization to tell its story and…
Nonprofit postage is lower than regular postage prices. Organizations that want to mail with nonprofit USPS marketing prices must first meet the Postal Service eligibility requirements. You can cut your postage spending from $0.291 per piece to as low as $0.173 per piece, which is an $11,800 postage savings on a direct mail campaign with…
When creating your direct mail campaign, selecting the right paper stock is a critical decision. The right paper choice can make or break your campaign. If a direct mail piece is done right, it is fridge-worthy. When a recipient is impressed with a mail’s graphic design or the call-to-action, they stick the mailing to their…
Email marketing seems like a quick and easy way to reach your intended audience. But spam filters are working hard to block any content deemed unwanted by email users. Your simple email marketing campaign may not seem like a great idea once you realize how often non-profit emails get sent to a spam folder. Non-profit…
It’s illegal to tamper with mailboxes. You can’t place non-postage stamped mailers inside mailboxes or hang them on the outside of a mailbox. Doing so can result in a hefty fine for each infraction. It can even lead to a federal investigation because mailbox tampering is considered a federal crime. Hanging or taping mailers on…
Your organization takes many steps to ensure your message returns excellent response rates. You want your mailer to stand out among the other mailers, and usually, that requires making sure your mailer isn’t competing with too many others on the same day. Most individuals are not thrilled when they receive mail on a Monday or…
There is a multitude of marketing solutions for organizations to choose from when planning new campaigns. Saturation marketing is when you flood an area with direct mail content. The area could be a particular neighborhood or specific location around a city or state. The idea is someone should express interest in your mail when you…
Don’t feel discouraged if your direct mail campaign is failing. With an ever-growing audience, many organizations struggle with sending direct mail that is intriguing to all receivers. Sometimes you’re faced with a failing direct mail campaign because you’re using an outdated mailing list. On other occasions, a direct mail campaign fails because it didn’t undergo…
Developing a marketing strategy takes time. You need to follow a step-by-step process that identifies your target audience. You need to understand your competitive position, branding, messaging, and mapping out your marketing mix. Before beginning this process, you need to decide if your goals are short-term or long-term. Short-term goals focus on plans that help…
Both your prospect list and your house list are an essential part of your direct mail project. You can’t design or create an appealing offer without knowing who you will mail the item to afterward. You risk losing valuable time and money if you send your mail to the wrong audience. Marketers use prospect lists…
Direct mail is one of the oldest and most effective advertising channels. It continues to provide excellent results in every industry and category. Even still, digital marketing methods are on everyone’s tongue, despite some often poor response rates. Direct mail, however, offers one of the highest and most reliable ROI’s of any advertising channel. When…
Direct mail marketing is effective as a marketing tool to reach your audience, grab their attention, and connect with members on a personal level. It shines a light on an organization’s mission statements while helping the audience feel special. As first impressions are always important in marketing, how you first introduce yourself to potential members…
In a mailbox full of computer-generated letters, audiences are intrigued by handwritten messages. As direct mail strategies continue to evolve, new technologies allow you to quickly generate handwritten notes without needing a real person to handwrite every letter. But some techniques provide higher quality products while keeping costs lower. Real Pen is a handwritten technology,…
Visual delivery is an essential aspect of direct mail. Every detail, including the coloring or the style of paper, can influence response rates. But many times, there’s an oversight in the font style. In fact, the font style may result in more recipients tossing your mailer in the trash. You can achieve a high level…
Did you know direct mail inserts can potentially boost response rates and improve a mail campaign’s success? You can include inserts to help explain your mission and your offer. Inserts enhance the value of the benefits offered and they help reduce any reluctance the receiver may have to respond. By following some suggested guidelines with…
Measuring the effectiveness of a marketing campaign is equally as crucial as getting the campaign out in the first place. It’s crucial to have a plan in place for quantifying the value of your efforts. You don’t want your members to throw away your mailers without any interaction. You don’t want to miss an opportunity…
Did you know that seasons can impact your direct mail campaigns? Beyond just worrying about your mail getting lost in a snowstorm, it’s important to consider what’s happening during different parts of the year, and how your mail pieces—right down to the coloring—can impact how potential donors interact with them. There are many style options…
Personalization helps improve your relationship with your donors and members. Members expect a high level of personalization surrounding their product suggestions, communication materials, and marketing tactics, which you can tailor around an individual’s preferences. Personalization has become a standard tactic in marketing, but you may want to consider hyper-personalization as your next strategy. Personalization must…
Frequently reaching out to prospects and current members is vital to the growth and stability of your organization and its mission. You need to regularly communicate with your ideal audience to ensure the success of your plans and goals. The Rule of Seven is an old marketing proverb. It’s the idea that a potential subscriber…
Your organization must stress test your direct mail campaigns. You can significantly improve your marketing success for your next project by evaluating campaigns after they are complete. Don’t be discouraged if your campaign doesn’t go as planned. You must figure out what went wrong so you can have better success the next time. Before you…
Postcards are a direct mail campaign’s best friend. They are a visually attractive way for you to engage with your members. Postcards are something tangible that people can touch. They are more pleasant to look at than an email blast. Postcards also don’t need an envelope, so your message is seen instantly. Postcards don’t just…
Using pURLs dramatically enhances the effectiveness of your direct mail campaign. Knowing how to use pURLs effectively is an essential skill for marketers because they create a powerful multi-channel marketing opportunity. Integrating pURLs is a great way to increase response rates and member participation. People prefer to respond online after receiving a direct mail offer.…
Giving, receiving, and handling tangible objects remains a deep and intuitive part of the human experience. Direct mail is useful because it accomplishes all three. People appreciate touching and using physical components of direct mail, direct offers in mail pieces can feel come across more positively than spam messages in an email inbox. Integrating special…
There is a growing awareness of environmental issues. Direct mail marketing has had a bad reputation for a long time because many see it as an environmentally-unfriendly marketing technique. A growing number of organizations have expressed interest in going green, but that’s not something that needs to exclude traditional mail marketing. Your organization can be…
No matter your organization’s goals, a significant component of your structure focuses around data. You are either focusing on printing, seeking donors, or recruiting new members, and the most valuable asset is your data. At some point in your marketing flow, there is a process that is heavily dependent on an accurate, clean, and properly…
In the digital age, it’s easy to say we don’t need a physical membership card for our members. It’s easier for us to email members a card instead of mailing them a physical copy. But like digital marketing, a digital membership card can get lost in the clutter and be easily forgotten. In the long…
Color theory is the art and science of colors. Color theory focuses on our understanding of how colors mix, how people interpret colors, and the message the colors communicate. People are more attracted to color ads compared to black and white advertisements. That statement holds true of online publications as well as the paper world.…
To support operating costs and staff, non-profit organizations must generate revenue. For most non-profits, donations and grants are a key income stream. However, non-profits can also sell products to raise money. Many non-profits, including hospitals and educational organizations, sell products to help raise revenue and continue offering services. The type of products organizations can offer…
Driving traffic back online with direct mail is a great way to combine your digital and physical marketing platforms. But how does an organization go about driving traffic online with a direct mail piece? The key is for you to create a compelling direct mail piece, choose the right mailing list, and create a message…
Successful marketing boils down to a lot of small things done right every day. Marketing automation can help you build your communication platform. When you automate the communication process, your organization can create a constant, regular communication channel with members. This continuous stream of communication will enable your organization to expand its mission statement and…
Personalization can go far beyond including the recipient’s name in the header. Using data to personalize the artwork in your mailers is a creative and effective marketing strategy. People crave personalization, and your return on investment will always be higher when you take the time to send focused materials. InfoTrends even found in their research…
Direct mail is a powerful and valuable marketing method. Due to this fact, most organizations are sending direct mail to their prospects and members. People are receiving a tremendous amount of mail every week. It may feel like an uphill battle finding a way to generate engaging direct mail pieces that stand out from other…
Organizations are continuously searching for new ways to expand their member outreach. Right now, personalization is at the top of marketers lists. Personalization uses digital marketing tools and data analytics to produce compelling marketing opportunities. Using these tools, non-profits can choose pieces of information to generate one-of-a-kind direct mail pieces for prospective and existing members.…
Most organizations often view inbound and outbound marketing strategies as an either/or situation. But both marketing attempts achieve better results when their forces are combined. Multi-channel marketing is the perfect way to combine both inbound and outbound strategies. All marketing focuses on hitting the right target with the right message every time. But with direct…
The mailing list is a crucial component for every direct mail marketing project. You don’t want to send your creatively designed mailers to the wrong audience. If you do send your mailers to the wrong people, you end up wasting time and money. Potential donors may also see your organization as disorganized. Segmentation is a…
The psychology behind every donor is complex. Every person has various drivers that lead them towards something or drive us away. Non-profits can benefit significantly by trying to mirror many for-profit companies who make a great effort to please their customers. When you think of big-name for-profit companies, you may think about consistently amazing customer…
Perfect contact to the right people is a marketer’s dream. It’s essential for you to reach your member’s through the right channel at the right time as well. Every organization should strive to achieve a level of hyper-personalization, but there are still many organizations that desire a one-size-fits-all marketing approach. Propensity score matching can help…
RFM (recency, frequency, monetary value) modeling and segmentation is a fantastic method to identify groups of members for special treatment. You can use RFM segmentation to determine who is most likely to make donations. People who have donated once are more likely to give again. When you recognize the groupings in RFM segmentation, you can…
Member satisfaction is the key to your growth as a nonprofit., but it can be a challenge to create the right member experience. When you learn how to interact and engage with members, you can help turn your nonprofit into a flourishing organization with members who are eager to participate. There are numerous approaches your…
Audience segmentation is a more refined approach towards messaging individuals and distributing materials. The process of audience segmentation involves organizing your contacts into smaller groups, or subgroups, so you can provide them with the content they most need. This approach allows you to create a more focused message for the different subgroups your organization serves.…
Many organizations have not considered running a direct mail marketing campaign. Young entrepreneurs operating start-ups may have come of age in a moderately or even heavily paperless world. For some young company owners and marketing managers, direct mail marketing may seem outdated. However, there are significant benefits to direct mail, especially when automation is involved.…
Product packaging in marketing is incredibly important. The packaging is one of the main ways organizations interact with their current members and attract new members. By providing good quality and unique packaging, your non-profit can create a lasting impression and generate positive brand awareness. Great quality packaging can provide several benefits for a non-profit. It…
Direct mail automation uses software to carry out marketing projects and complete repetitive tasks easily. The automation removes the need to print materials to send to your members manually. You can automatically print and mail documents to members very quickly. When you use direct mail software with a marketing automation platform, you can automate direct…
Marketing to the right person will always be a significant goal for organizations. No one wants their marketing efforts to fall on deaf ears. Using big data is a necessary component of getting a message across to the right person. Many organizations use big data to enhance their member experience. Organizations not using big data…
Multi-channel marketing is all about choice. This type of marketing approach involves indirectly and directly interacting with members using a combination of channels, such as direct mail, websites, email, mobile, mail order catalogs, etc. The essential aspect is recognizing the member’s preferred channel of choice and using that to the advantage of promoting your organization.…
Marketing has changed a lot over the years. Society is extremely reliant on computers and mobile devices, which serve as our primary means of communication. The constant connection has evolved marketing tools and approaches, as well. There are better-interconnected networks and multiple channels to communicate with members. These changes have helped create three specific marketing…
Today we will be talking about ways to take your current customer or prospect data and expanding the breadth of it, by leveraging 3rd party data sources, so that it can be used to create powerful and effective marketing campaigns.
Personalization and customization are popular words in marketing. Despite their unique importance, many marketers make the bad habit of using the two terms interchangeably. Personalization and customization are not the same; both words have different meanings. Both are also vital to all marketing projects. Here is some helpful information describing the two terms and why…
In a world full of digital options, many people think direct mail is a dead marketing strategy. However, a growing body of data appears to suggest otherwise. Direct mail is a very viable marketing technique that even provides better response rates than email and mobile marketing campaigns. A current societal obsession with all things digital…
What is a prospecting list? A prospect list, in its absolute most simple terms is a directory of potential clients or donors who can benefit from the products or services of a business or who align with the values of a nonprofit.
Print-on-demand and small-batch printing are great for many different marketing purposes. There’s a lot of flexibility with small-batch printing compared to printing in bulk. Printing in smaller quantities allows you to maintain less inventory, avoid creating more waste, provide more customized materials, and save your organization money during a marketing campaign. Geo-mapping allows you to…
One-to-one marketing, or individual marketing, is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers.
Consumers are spending almost their entire day staring at a screen. Whether computer, cell phones, or TVs, digital media screens are now all-consuming. The internet is over a quarter century old, and now more people are becoming aware of digital addiction. There is a desire to stop the digital addition by breaking away from technology.…
On-time delivery is an essential aspect of direct mail. But there are a lot of other vital components involved in a direct mail project. There are many steps involved in the direct mail process, including variable data direct mail, choosing your targeted audience, mail matching, and mail inserting. Here’s a look at the many logistical…
Marketing automation is a technology that allows automatic marketing actions. It makes it possible to quickly complete repetitive tasks. Marketing automation can be generated through emails, social media, digital advertising, and direct mail. Marketers can use marketing automation to drive their most popular leads and create customized campaigns to target ideal members. Marketing automation allows…
The Data and Marketing Association shared the direct mail marketing response rates for 2018, and the results are phenomenal. The direct mail response rates have continued to grow year after year. Many non-profits struggle with the decision of choosing what marketing platform would be best to reach their members. There are a lot of options…
Variable data printing is a form of digital printing that allows customization while completing a large project. Text and images can be changed throughout the printing process without slowing down the finished project. VDP allows you to customize materials with members’ names and addresses while reaching a completed project quickly. Images and graphics can be…
Direct mail is an excellent way to keep your current members up to date on your organization’s causes and goals. It is also a great way to reach out to prospective members and allow them to see what they could support by helping your organization. When choosing a marketing option, being aware of what methods…
When operating your marketing campaign, you want to ensure it runs as smoothly as possible. Sending various content to current members as well as new/prospective members leaves room for disorganization and even error during your campaign. Between sending welcome letters, to thank-you notes, to postcard and announcements, confusion and disorganization is a likely scenario to…
Nothing grabs the interest of prospective donors better than unique direct mail campaigns. When crafting your marketing campaigns, it is important to be as creative as possible in order to successfully appeal to targeted individuals. You can send letters with personalized content to individuals and/or get creative with images and graphics. In addition to getting…
Whether you are new to direct mail or not, you may feel like your printing options are limited. But realistically, there are so many printing options to choose from which allow any project to truly stand out in people’s mail boxes. Projects don’t need to be boring and plain. Printing direct mail can be more…
Digital marketing is very popular for a variety of reasons ranging from cost, trackabilty, and ease; however despite its growing popularity direct mail remains more effective. One reason is that direct mail takes on a more personal approach. The personal approach allows marketing campaigns to be more successful when compared to non-personal digital marketing tactics.…
Marketing your organization to the fullest is essential for recruiting more members and donors. Direct mail marketing campaigns, welcome kits, emails, and call centers are all great methods for acquiring and retaining members. Nevertheless, it is important for organizations to reach a larger audience through the use of direct mail technology. Organizations can integrate technology…
Direct mail strategies have continued to change and evolve. Organizations want their marketing endeavors to be successful and efficient. The targeted audience continues to develop which is why marketing goals need to grow with the change. When people check their mail, they are more likely to open a letter that is handwritten instead of computer…
Sending direct mail to your members is a surefire way of keeping them connected to your organization and to promote any new activities your organization may have. To ensure that you’ll get responses from your members or gain the support of prospective members, it is important to add personalization to your mail pieces. Personalizing mail…
There are lots of options when it comes to advertising and marketing channels. Direct Mail, unfortunately, is being replaced more-and-more with blast emails, despite numerous reports that direct mail has a higher response rate and better ROI. One of the main reasons for this is that marketers can track every element of an email blast…
Using direct mail marketing campaigns alone make for an effective marketing strategy in acquiring more members and gaining more support for your organization. Direct mail allows organizations to send letters and other forms of mail directly to specific individuals in order to keep them up to date with the activities of the organization or to…
Gaining loyal and supportive members is one of the best goals an organization can achieve. Members are what help an organization thrive. Organizations should do all that they can to attract and acquire members. More than acquiring members, however, retaining members is essential for organizations as it reflects positively off their brand and allows for…
Just thinking about how to make marketing personal for thousands of members can feel overwhelming. It may seem like personalized marketing is a costly and time-consuming task, but it doesn’t have to be. Utilizing public data and working with the right marketing team can lead to making personal marketing projects an uncomplicated experience. People Like…
Building meaningful relationships with members is essential to the growth of an organization. Members are the backbone of an organization and therefore should be shown that they are greatly valued. From recruiting members to retaining members, organizations should strive to engage individuals in sincere ways. When trying to effectively acquire new members or receive more…
Have you ever been to a movie and fell asleep or walked out of the theater because the story didn’t grab your attention? Or have you been on a date and the person kept talking about themselves instead of asking about you? Marketing is like watching a movie or going on a date; each activity…
Individuals are more inclined to support organizations that share their values and actively engage with them. When interacting with current and prospective members, organizations should strive to be appealing in every way, from their marketing campaigns, to their welcome kits, to their future announcements and offers. When an individual decides to support your organization, it…
There are currently 1.5 million non-profit organizations registered in the United States. So, when it comes to marketing to current members or trying to reach new donors, one of the most effective methods is making a personal connection with your targeted audience. People are less likely to stop supporting a non-profit if they feel a…
Establishing meaningful relationships with members is essential to building a well-respected, successful organization. It is imperative for an organization to show each member that they are important and that their support is valuable. Organizations should also strive to connect with members on a deeper level in order to understand their beliefs and values and to…
Connecting with your members is important to show how much your organization values their support. Giving your members an individualized, positive experience can help show them that they are not just another number or dollar to your organization. When a member gives their support to an organization, whether it is through regular donations, going to…
Segmentation and hyper-targeted messaging are essential to all organizations. Without these, messages and information would go to many people who may not share the same interest in the organization’s message. When it comes to advertising and communicating, organizations will benefit more by finding like-minded people who partake on a journey with an organization because of…
When an organization receives an influx of orders, generally the fastest method to successfully fulfill those orders is to use automated packaging machines. These fulfillment machines have the ability to package members’ orders swiftly and accurately. Nevertheless, not every item of a member’s order can be fulfilled through the usage of a machine. Some items,…
There are numerous moving pieces when it comes to making a marketing campaign move from a simple idea and on to completion. You need reliable people and vendors who can organize, plan, and collaborate effectively to ensure a successful marketing campaign. The best way to choose the people and vendors to assist your organization is…
Have you ever worked at a job where you pulled long hours and labored hard for the company, but never received the acknowledgement you deserved? If so, you most likely felt unappreciated or underappreciated, and contemplated how long you were going to work for that company. It’s discouraging to dedicate so much of your time…
When an individual orders an item, the next step is for the company or organization to process the order and get it shipped to the individual’s home or specified location in a timely manner. Aside from the basic requirement of getting an individual’s order to the place it needs to go, the organization should make…
When an individual decides to be a part of an organization, creating a positive first impression is crucial. Aside from using effective marketing strategies like call centers and direct mail marketing campaigns to acquire more members, retaining members is another important component in the member-organization relationship. If a member decides to support an organization that…
Donors and members committed to your organization should be recognized for their contributions. Sponsors feel appreciated when a gesture is made by an organization that they make regular contributions towards. Premium fulfillment services help effectively recognize the members and donors who are vital to your cause. What is Premium Fulfillment? There are many ways to…
Have you ever been shopping for a new piece of furniture and read “Assembly Required” on the product box that you want? Most people don’t jump up and down with joy when they see those dreaded words. Many people don’t like assembling anything because it takes up a lot of time and can involve a…
Managing and monitoring an organization’s activities and operations in the digital age is time-consuming and overwhelming. An organization must be so much more than the expert in their subject matter. To stay current and aware of what members think about and need from your organization, you must be available through many different digital channels. What…
Customers are not usually thrilled when they need to call customer service for help. Most times when a customer calls in for help, they have reached their breaking point and genuinely need the help of a professional. It’s essential for call center representatives to be polite, friendly, and professional because callers may not be in…
There are many moving parts to running a successful organization. Sometimes, it can feel overwhelming to organize and manage the completion of several tasks, including data entry. Delegating tasks is an essential aspect of running any type of business. You want to ensure whoever is helping with day-to-day tasks and running big picture projects can…
Communication is what keeps members interested in and supportive of your organization. In order to attract new members and appeal to current ones, organizations must maintain communication by using effective marketing strategies. Sending direct mail or making direct phone calls are some ways organizations can effectively reach out to members. However, establishing a strong social…
The goal of an organization should ultimately be to achieve effectively live up to its stated mission and to market its brand successfully. If the goal of your organization, for example, is to support the health of those with significant financial needs and to encourage others to aid in that effort, that will likely be…
There are many marketing methods you can use to reach out to current and potential members. Some of those methods include direct mail marketing campaigns, emailing, and social media marketing. Nevertheless, a surefire way of marketing your organization effectively and gaining more support is via outbound acquisition calling. Making outbound calls to individuals cannot only…
Reaching out to members of your organization via direct mail or email are important methods of communication as well as marketing. It is vital to communicate with your members as much as possible to show how valued they are by your organization and to keep them in the loop about your organization’s actions and achievements.…
When running your direct mail marketing campaign, you’ll want to ensure that your printing needs are properly handled with the correct printing method. Nowadays, more organizations are relying on digital printing, as opposed to other printing methods, to handle their printing needs. Digital printing offers a series of benefits for organizations, such as the personalization…
There was a time when it wasn’t economical to print small batches of documents using digital printing, but that time is no more. Digital printing has continued to advance throughout the years. It now costs less to print-on-demand in small batches with digital printing machines, and there are many other benefits as well. What is…
There are many benefits to choosing digital printing over offset printing. In this day and age, it’s never been easier to do the right thing and go green. With an ecological frame of mind, digital printing is naturally eco-friendly compared to its counterpart.
In a technologically-full world, many companies have the belief that print is dead because it’s outdated and old-fashioned. But the truth is print is not dead, and it allows a lot more room for creativity. Part of the problem is that almost everything is digital now. Even though TV ads have been around for many…
Picking a digital printing supplier can feel very overwhelming. There are many different printing companies to search through, and a large number of products and pricing to look through as well. Some important factors to keep in mind while researching include thinking past the price, focusing on quality and the service you will receive, and…
As the old saying goes, you get what you pay for. While digital printing can cost a few more pennies-per-piece, it can help achieve your goals in a way cost cutting can’t. Digital printing is a great option when it comes to your printing needs. The quality of digital printing considerably outweighs any other options…
In recent times, the digital print market has expanded tremendously with more organizations relying on digital printing to produce personalized mail pieces for their recipients. Digital printing has grown to be more complex and has the ability to produce high quality mail pieces and various types of content at faster rates. However, digital printing does…
Although offset printing serves as the the traditional printing method used for direct mail materials, digital printing is an innovative method that allows organizations to customize and print mail pieces in large quantities and at an affordable price, similar to offset printing.
Organizations have a strong desire to send out high-quality mail pieces that effectively speak to organization’s key message. To ensure that quality is attained, an organization will want to pick the best printing method for their mail pieces. With some of the well-known options being offset and digital printing, organizations could choose offset printing for…
[rt_reading_time label=”Reading Time:” postfix=”minutes” postfix_singular=”minute”] When sending mail pieces to your recipients, it is important to make each piece personal and more relatable per recipient. Usually, an organization will include the recipient’s name on the mail piece or incorporate their name within the content. Nevertheless, personalization shouldn’t stop at simply writing “Dear John”. With digital…
[rt_reading_time label=”Reading Time:” postfix=”minutes” postfix_singular=”minute”] Direct mailing is an effective and versatile form of communication. An organization can customize and send mail pieces directly to existing and prospective members to inform them of updates, promotions, new donor opportunities, and more. While you’ll want to consider what type of mail piece you want to send and…
[rt_reading_time label=”Reading Time:” postfix=”minutes” postfix_singular=”minute”] Direct mail is a straightforward method of communication that allows organizations to communicate directly with members and market their brand. Though one of the more traditional methods of marketing and outreach, direct mail excels in communication due to its versatility. Direct mail can range from a classic package to a…
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 mail advertising is a great way to inform members about new causes your organization may be supporting. It is also a great way to attract prospective members and encourage them to support your organization. Nevertheless, to have a successful direct mail marketing campaign, there are guidelines you should follow and things you should consider…
There is a lot to know about direct mail. Before starting a direct mail project, it’s important to understand what works and what doesn’t. If you don’t know what works beforehand, then your project may be a costly waste of money and resources. Unfortunately, direct mail is often misunderstood. There are a lot of myths…
Despite the growing popularity of digital advertising, direct mail is still the best performing ad channel with both leading responses rates and return on investment.
Developing direct mail copywrite doesn’t have to be difficult. The most successful marketing materials feature an original appearance with a powerful and persuasive message as the primary highlight. Learn more about developing direct mail copywrite in today’s blog post.
In a digital world, businesses are torn between advertising through direct mail or advertising digitally. It seems a lot easier to place an advertisement on a social media website or by sending an email promotion to potential customers. But the truth is that there are far more benefits to choosing direct mail advertising over digital.
[rt_reading_time label=”Reading Time:” postfix=”minutes” postfix_singular=”minute”] Customizing mail for customers shows the consumer that the company is actively trying to grab their attention with marketing tools. Customization is critical because otherwise, your customers may feel like the business is lazy if the same materials are used over and over again. Repeat materials may find themselves tossed…
There are a lot of decisions that must be made whenever a company needs to supply their customers with marketing materials. One big decision comes down to the design of the mail piece. Another concern is how the final product will look after it is produced. You will need to determine whether the mail pieces…
The best way to attract new members and appeal to existing members of your organization is through effective marketing tools. When you have a strong, unique marketing strategy, members are more inclined to respond to your organization and support your causes. One of the most successful methods of marketing to members is omni-channel marketing.
One of the many ways to communicate with your customers is by sending them direct mail. Whether you send them a postcard, newsletter, or a brochure, sending mail content to current or new customers is an efficient form of marketing. Sending direct mail is a personalized approach to reaching your customer-base. When a customer receives…
When it comes to communicating with your members, direct mail is considered to be one of the most effective outreach methods. However, sending a mass of direct mail pieces to your recipients is not effective in itself. In fact, customizing direct mail pieces per the preferences of your members is more appealing and effective than…
One of the easiest and most classic ways to engage with members is through direct mail. Sending an individual a letter or any kind of physical mail piece directly to their home is a sure-fire way of knowing they’ll receive the information you have to share. Direct mailing can make for a great marketing strategy…
Sending mass emails or letters to members with the same content written verbatim can dishearten your members or worse, make them lose interest in your cause. Luckily, variable data printing can be just the solution you need to retain the interest of your members and to even increase the amount of donors you have.
Variable data printing is a form of digital printing or on-demand printing that involves changing the graphics, texts, or images piece by piece. In simpler terms, each piece (physical or digital) is different from one another in regards to the recipient. This method is beneficial when you have a diverse membership or group of donors and want to address each recipient differently.
There are many ways to interact with customers, such as through promotions, newsletters, social media, and of course direct mail. One more “intimate” strategy for interacting with customers / members is one-to-one (or 1:1) marketing.
Before starting on a new print or mail project, you’ll want to determine which printing methods best suit the task. Selecting the best printing method can be decided based on the quantity of pieces you need to print, the format and information on each piece, and of course the style or “look” you desire.
Keeping the lines of communication open with your members is not just essential—it’s part of how every non-profit does business. Often, that communication is focused heavily on members. After all, members already have the “buy in” most non-profits are looking for. Communicating with non-members, however, can be an unanticipated challenge.
Valtim is proud to announce the acquisition of our newest digital printer!
With our new high speed inserter, we can help Valtim Marketing Solutions set up and run medium and large quantity jobs that not only match up to 3 personalized pieces on the inside, but also custom prints a full color variable message on the front of the envelope!
From the Office of the CEO I feel it is important for us to understand Valtim’s humble beginnings and where we started, the sacrifices of our founders, as well as the dedication and ownership I see in our employees even now. The pride in my heart comes from the sacrifices of my Mom and Father,…
In October, the University of Virginia School of Engineering began to face the challenges of decreased alumni support. To reverse this trend, the school’s fundraising arm – University of Virginia Engineering Foundation (UVEF) – partnered with Valtim to conduct some market research. The partnership not only reversed the declining trends in alumni engagement and giving,…
Last month Valtim on-boarded a Membership Renewal Program for one of our largest Non-Profits Clients. This bi-monthly campaign resulted in 4 unique packages, 5 member types, 7 segment descriptions, driven by 25 different message codes and 279 offer codes to create 9 renewal efforts with 15 variable image teasers and 11 variable calls to action that resulted in 144 unique versions and approximately 1,000,000 pieces of mail monthly! The Journey was awesome, the results are priceless! Contact Valtim Marketing…
We recently launched a comprehensive promotional campaign for presidential candidate Mike Huckabee. The campaign included: A full Ecommerce website In just three short weeks, we built a robust ecommerce website, where Huckabee supporters can purchase branded merchandise. Back-end fulfillment for ecommerce website While building the site, we quickly quoted and purchased all of the products from our…
Earlier this month, we purchased a Xeikon 8500 digital color printing press. This brand new piece of advanced technology has already streamlined our CR80 card printing process in particular by allowing us to print more cost-effectively. We are also now able to print on-demand, which means our customers no longer need to store blank membership cards…
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