Does Direct Mail Marketing still work?

more valuable than ever

With more of the nation logging online, is direct mail marketing still a viable options for nonprofits? This question always reminds me of a meme I shared years ago that still reigns true today. With the move online, people were less excited to get direct mail and more enthusiastic about e-mails. However nowadays people are filled with glee when they receive an actual letter in the mail because it seems to be a lost pastime. To share a fun statistic, for roughly every 36 emails you receive on average, you get 1 piece of mail in your mailbox.

Now more than ever, marketers need to reach their target audience where they are spending most of their time – at home. Many people have increased their online spending since the pandemic began, and it's clear that online channels are becoming overcrowded with new ecommerce sites, digital advertising, and email marketing. With everyone focused on digital marketing, this allows nonprofits to utilize direct mail marketing to rise above the noise and reach prospects directly in their homes. Times of crisis provide nonprofits the opportunity to build trust with target audiences, and allows brands to continue moving forward. However it's a good idea to revisit your current goals and campaign objectives. Instead of focusing on acquisition, move towards a retention goal or to increase your brand awareness. Take the time to refine your messaging and focus on conveying empathy in this global circumstance; your nonprofit can stand out as a bright light during this unwelcomed crisis.

digital and direct mail marketing

It's important to remember that integrating direct mail and digital campaigns is one of the best ways to optimize your marketing messages and investment. In fact, a recent study showed that at 70% of consumers utilize three or more marketing channels throughout the buyer journey, making this strategy a must-have for marketers looking to grow in 2020. A great example of this would look like this:

• Your target audience sees a Pay Per Click Ad on Google or a local website.

• Later that day they will scroll past a Facebook Ad with the same messaging.

• A few days later they receive a direct mail offer with a Call To Action.

• By the weekend, your target audience will have been authentically nurtured towards a desired action.

When both direct mail marketing and digital marketing are combined, nonprofits can see an increase in conversion rates, website visits, response rates and ROI.

design tips and tricks

With the average attention span now around 8 seconds, the design element to grab your prospects’ attention is key. Elements that always works (both in print and digital) are customer reviews or testimonials and direct quotes. Sharing ways you've already affected those you serve helps establish trust and empathy with your brand. Try to incorporate interactive content like tear-backs or 3D elements so they are spending more time manipulating your mailer. It's also important to stay on brand with your colors and fonts so the prospect recognizes who it's from before ever seeing your logo.

Out of all of the types of nonprofit marketing, fundraising by mail should be on your list of fundraising strategies.

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