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.…