Direct mail is a tried-and-true method for engaging with your prospective and current donors. With less competition in people’s physical mailboxes, it has proved itself resilient in the midst of the explosion of digital communication. However, it requires investment, good list management and a growing list. And like any communication channel — it requires frequency.
Using digital to increase frequency
With our partnership with Yorke Printe we can now increase impressions of a physical direct mail campaign online – including specifically targeting your mailing lists. We take your mailing list and match it to online profiles so that the matched portion receives not only the physical mailings but ads across the Google Ad network and ads in Facebook and Instagram. This creates frequency so recipients see your mailing in their mailbox and across the web for a fraction of the cost it would take to send your campaign through the mail again. Not only does this grow your campaign conversion rate, but each campaign serves as a brand awareness campaign reaching beyond the mailing list while at the same time reminding those who have the direct mail piece sitting in their mail pile and are waiting to discuss it with their spouse.
What if direct mail could also include a donor acquisition strategy?
When you launch an omni-channel direct mail campaign, not only can you follow up with your mailing recipients online, but you can cast a wider net with digital advertising. The best part—the technology is able to capture warm leads and match them with a physical address. Each campaign becomes an extremely cost-efficient donor acquisition strategy.
Want help rethinking your direct mail marketing strategy? Wondering how you can expand your campaign’s reach? Looking for ways to integrate your online and offline communication? Connect with Jeffery James on LinkedIn, use our contact form or call Jeffery at 630.267.5009 ext 700.