Listen: there’s a grassroots rebellion against direct mail marketing. For example, CatalogChoice.Org, a nonprofit “do not send” registry for consumers and companies who want to stem the flood of unwanted catalogs and other junk mail they receive, has served more than a million individuals and businesses since its founding in 2007.
Sure, from your point of view your planned giving newsletter is anything but junk mail, but to your prospect, it’s just part of the daily avalanche of unwelcome arrivals.
So, how do you get your message through and not go straight from the mailbox to the recycle bin? How do you avoid sending junk mail?
Be the Welcome Guest Instead of an Annoying Pest
- Filter your mailing list to identify prospects who will be interested by what they receive.
- Send mail with an appearance markedly different from commonly-used direct mail formats. For instance, hand-write addresses (or have volunteers write them) instead of printing them on envelopes.
- Focus on composing and delivering the right message. The significance of graphic design, font and type size, colors, etc. is vanishingly small!
Even with resistance, direct mail is still, by far, the number one way your prospects want to hear from you!
- In the commercial world, $1 spent on media advertising returns $5 in sales
- But a $1 investment in direct mail returns $7 to $15.
Learn from and copy the experts!
Not all direct mail is created equal. Read about Overkill Marketing.