Direct mail marketing is an effective and personal way to connect with your clients and customers. Check out our articles related to direct mail for fundraising and marketing below on the Paw Print Blog.
One of the biggest hurdles of direct mail? Getting people to open the envelope.
Postcards and self-mailers have the advantage of standalone, eye catching content. The graphics are immediately visible, compelling the recipient to read on.
But for many mail pieces, an envelope is essential. Using an envelope doesn’t have to be limiting, however. In fact, today’s printing technology allows envelopes to be more personalized and attractive than ever before. Customization turns envelopes from basic commodities to effective direct marketing tools.
Why Direct Mail?
In our digitally saturated world, direct mail stands out:
Consumers regularly rate direct mail as more personal than email
Creative & Customized Envelopes: Reach More of Your Audience
Basic return address printed envelopes have long been a standard for many businesses. While they get the job done, inkjet technology has made it possible to completely customize envelopes, making your campaigns more personal, relevant, and compelling for your audience.
Some reasons to personalize envelopes for your business or organization include:
Generally, envelopes have the information necessary to get the mail piece to the recipient. But there’s a lot of white space left over that can be used to include a compelling call to action. You may not always open envelopes, but you’re sure to look at the outside to see who the mail piece is from. An envelope is a highly visible space available to tee-up the theme or message of your campaign.
Improve Open & Response Rates
Creative envelopes not only enhance visibility. They also raise curiosity, making recipients more likely to open and respond to your message. You can use the envelope to create a sense of urgency, letting recipients know there is a limited amount of time in which to respond.
Send a Timely Message
Customized envelopes have the advantage of timeliness. You can print for a specific theme, referencing your current campaign or a seasonal or time sensitive offer.
Stand Out from the Crowd
Giving a unique touch to your mailings separates you from your competition. In a mailbox of white envelopes, an envelope with color and interesting graphics stands out, making you more memorable than your competitors.
Segment, Budget, Personalize
The ability to customize means that you can create envelope designs that are more personal to the recipient. Maybe your mailing is targeted to past customers, or to your top donors. Whoever your target audience may be, you can make your envelopes specific to that group and the goals you have for them. With Variable Data Printing, you can even print each individual’s name on the envelope as part of the call to action.
No Overstock or Rush
When you print custom envelopes at the time of production, your printer can produce just enough for your mailing. That way, you won’t have to worry about storing overstock, or having a pile of extra envelopes specific to a campaign that you won’t be able to use again. On the flip side, you won’t have to stress about coming up short and placing a rush order. If the printer needs a few extras to finish the job, they can print more at no added cost to you.
The creativity of your imagination is the only limit when it comes to printing envelopes. Custom sizes, stocks, and colors are all available, making it easy to create a stand out envelope for your next campaign.
Ready to step up your direct mail? At Paw Print, we can assist you every step of the way, from designing your mail piece to printing to mailing fulfillment. Contact us today to get started!
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Digital developments are changing the way many non-profits fundraise. If you aren’t making use of digital channels to reach your donors, you risk falling behind.
While digital is vital to success, the most effective fundraising campaigns make use of direct mail and digital resources to create a cohesive donor experience, increase gifts, and be more impactful.
Here are 5 reasons to implement digital strategies into your next fundraising campaign:
1) Increase Your Reach
Direct mail is popular because it’s personal. There’s a lot to be said for being able to hold something in your hand, especially when it’s been personalized to you. We are inundated with so many emails throughout the day, and it’s easy for your message to get lost in the shuffle. At the same time, we’re receiving fewer pieces of physical mail. When we do receive mail, it gets our attention. According to MobileCause.com, donors are 3 times more likely to give online due to receiving a piece of direct mail versus an email.
Direct mail is effective for making a connection with donors. And it’s even more effective when combined with other methods of communication. It’s likely that your donor base is a diverse group that wants to receive communications in different ways. Donors may be more likely to give online after receiving direct mail. But they also are more likely to act on direct mail if they are getting your message across multiple channels.
2) Create a Cohesive Experience
Because you have so many channels at your disposal, and you know that receiving messages across platforms increases giving, it’s important to be consistent with the look and feel across platforms. That means the same language, tone, imagery, color scheme, message, etc. should be reflected in each piece of fundraising material that you produce.
If you want to make online giving a part of your strategy, start by creating a landing page on your website consistent with your mailing. You can use the mailing to get the donor’s attention. Then, drive them to go to the landing page to learn more, engage with you, and ultimately make a donation. You can continue the theme throughout your email, social media, and other print communications.
One way to make the donor experience more compelling is to have a story at the core of your message. Maybe it’s a specific individual or group who has benefited from your organization. You can tell their story through video, imagery, and quotes, using these throughout your communications and campaign period. The repetition of these elements also helps to instill a sense of familiarity with your organization.
3) Make it Easy to Give
According to Nonprofit Source.com, 25% of donors complete their donations on a mobile device. And, 51% of high-wealth donors prefer giving online. Statistics consistently show that online giving is growing from year to year and that donors appreciate the ease of giving digitally.
However, simply having an online giving platform doesn’t mean you’re creating the best possible giving experience for your donors. Put yourself in their shoes, and go through the process of donating through your site or app. If there are many steps to making the donation, or your platform does not work for mobile devices, you may want to make some changes. Look into using QR codes or text to give to make your donors’ mobile experience even more user-friendly.
4) Step Up Response Rates
Would you be surprised to learn that annually, 1.3 billion pieces of mail fail to reach the intended recipient? Or that 20% of addresses on nonprofit mailing lists are outdated? This means that 1/5 of the direct mail pieces you send out have the potential to be a dead end, with your message not reaching the recipient.
That’s why list hygiene is so important. Mailing to bad addresses not only decreases your reach. It also costs you money and gives you a lower campaign response rate. Plus, it’s simply ineffective. Having a smaller, more accurate list ensures that you’re investing your resources more wisely.
One effective investment to make to improve the quality of your mailing list is to add an Ancillary Services Endorsement on the mail piece at least once per year. By adding “Return Service Requested” to the mailing panel, the post office will return both undeliverable and change of address pieces for you to update your list from. You’ll pay the going postage rate for the returned pieces. But considering the money wasted on undeliverable pieces you are not aware of, this is money well-spent.
You can use digital communications to encourage donors to update contact and address info throughout the year, while keeping them apprised of the goings on at your organization.
5) Provide Value
Donors give because they feel a connection with your organization or mission. This means that your communications with them must be more than just an ask.
Send direct mail simply to stay in touch with donors and provide them with updates about your nonprofit. You can use digital resources to engage donors beyond the giving process. Create a blog for your organization that encourages donors to comment and share. A blog also helps to establish your authority when you write about topics that affect or are related to your nonprofit’s mission. You can direct donors to your blog through both direct mail and digital channels, helping them to understand the goals you’re working to achieve and creating more motivation to give. Blogging is also one of the best SEO strengthening tools in your digital marketing and fundraising toolbox.
When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.
1) Trim Size:
If you want the lowest possible postage cost, go with a standard 3.5” x 5” postcard. Choosing a non-standard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece they pick up. What’s that worth?
Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. Learn more about choosing the right paper for your brand.
In a sea of smooth envelopes, mailers with textured finishes get noticed. From high gloss and spot varnish to specialty processes, there are lots of options to choose from.
4) Direct Mail Personalization:
Even the use of someone’s name on the front of a post card will engage the recipient more than a static card. This engagement might only last for an extra fraction of a second, but sometimes that is all you need.
Why use a standard white background when you can pick from a range of vibrant colors? Use knock out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If your mailbox is a sea of white envelopes and one bright red one, which one would you pick out first?
There are lots of ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before? You just might love the results!
At Paw Print, we’re poised to assist you with all the design, printing, and mailing services you need for your next direct mail campaign. Contact us to start marketing with direct mail!
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Donor acquisition is one of the most important functions of nonprofit fundraising. Your donors make the good work you do possible. Without a regular and tactical practice of enlisting new donors , both socially and financially, your organization would be challenged to stay afloat.
It goes without saying that stewarding your current donor base is essential—they’re the ones who’ve continued to champion your cause and are more likely to give consistently, and grow their gifts, over time.
Conversely, compelling new donors to give is more difficult than maintaining a relationship with a regular donor. However, it’s important to not leave donor acquisition efforts for hard times. Your donor base is constantly changing, and your approach to acquiring new donors should be constant as well.
Connecting with Out of State Donors
A significant component of attracting new donors, and maintaining current donors for that matter, is conveying a clear value proposition that you deliver. What ties them to your cause? Your organization? Your purpose? How you talk to donors depends largely upon what messages they are receptive to.
For nonprofits that serve a local community or an entire state, it’s likely that the bulk of your donors live locally. However, over time your donor base will change as people change employment, retire, and transition to out of state residence, either full-time or seasonally.
You may currently have or want to reach out to donors who you determine have ties to your service area. A good place to start is with former residents and also part-time residents who regularly visit your area but live elsewhere seasonally.
It’s easier to determine motivation for contributors who live near your organization. You may see them at events, and their contribution could be a natural desire to create a better community where they will live and work.
But out of state donors can be more elusive. And the message you use to reach them will probably need to be different than those of local constituents. Determining their connection to your organization or location is a critical piece of that message.
To acquire these non or semi-local donors, you need to dig a little deeper to try to make a connection with them due to their removed primary residence. Why have they decided to pay additional property taxes to maintain a presence in your locale? An important set of data for acquiring donors near and far gets personal. Ask questions such as:
What social values are important to you?
Why do you give?
What does it mean to you to contribute to your community?
What is unique or memorable about the community you once resided in before moving?
Do location, community, financial, family or other qualities influence your decision to have a second home here?
What does “making a positive difference” mean to you?
These kinds of questions can be asked of both current and potential donors to better understand your out of state donor base and where you fit into their lives. You may not ask these questions in such a direct manner. But you’ll want to get people thinking about these topics in a way that initiates a response with the information you’re looking for.
Acquiring Donors with Direct Mail
So how do you do this? As with any campaign, you first need to know what you want to achieve. Evaluate past data to set clear, specific goals.
Do you want to acquire a specific number of new donors? Do you want to increase donor acquisition by a percentage from year to year? Even if you’re seeing positive trends regarding new donors, it’s important to keep improving. When you have a goal in mind for a campaign, it’s easier to judge whether the campaign was effective. Goals also allow you to understand how your data is changing over time.
Whether you’re looking to acquire new donors or bring lapsed donors back into the fold, the easiest way to determine what matters to them is to simply ask. While much of your fundraising content may focus on asking for a financial gift, you could approach this kind of campaign without addressing that angle.
Instead, use direct mail as the basis for an introduction or reintroduction to the potential donor. If you can, acknowledge their connection to you and to your region. Maybe they own property here, or have business and investments tied to the region. Also speak to your role. What do you do for your community?
Use that connection to promote a compelling reason/purpose for these individuals to give. Develop a short series of questions that will help you to better understand what matters to these potential donors and what your organization means to them. A best practice with this kind of campaign is to create a landing page on your website tied to the direct mail piece, where recipients can go to submit their responses.
You can build upon this initial mailing with subsequent mailings to engage the donor, build awareness and trust, and make the ask for financial contribution.
Building a list of potential donors and effectively reaching them with a compelling campaign takes time. Donors will interact with you multiple times before making a gift. It’s important to keep up a consistent strategy, so that your message is sure to be heard.
It’s a question that marketers and fundraisers regularly ask themselves. You may have a general idea of the types of people who are purchasing your products or giving to your cause. But crafting compelling messages requires a deeper knowledge of what resonates with your constituents. The most effective campaigns are those that reach people on a relevant, personal level.
To create content that an audience connects and engages with, you need to understand what motivates them to act. Look beyond basic demographics, like age, gender, location, and income (though those are important to know). Think about what your typical customer needs—what will help them achieve a desire or resolve a fear? And, what are those desires and fears?
Once you know what drives your customers, current and potential, you can craft marketing messages that speak to and resonate with them. To learn what those messages are, you can consider specifics about what you’re offering. Why would someone buy this item? What are they hoping to achieve? Or, why would someone give to my organization? What outcomes are they hoping to achieve or be a part of?
The best way to understand what your audience wants and what matters to them is to talk to them. Send an email campaign asking your list what topics or offers they’d like to see more from you. Reach out on social media, encouraging people to share their opinions on blog posts and hot topics. Better yet, sit down face to face with a top client and talk about their needs and experiences, and how you can help them get where they want to be. This kind of information is invaluable as you work to better reach your customers and enhance their trust in you.
How Does Your Audience Consume Content?
One piece of knowing your audience is understanding how they consume media and access your content. Your current marketing strategy may consist of a blog, email list, and a social media page or two. You’re proud of the content you produce, both visually and for the quality of the information.
But it’s important to remember that marketing is a constantly changing playing field. By sticking with methods you’ve used for a long time without understanding their effectiveness, you may be investing time and money into a channel or strategy that just isn’t performing.
It’s not to say that your current strategy isn’t working. It’s just important to make sure that it is, and to be aware of which channels have the greatest reach with your audience.
Take a good look at your marketing channels and ask yourself questions. How are people finding your blog? Are they going directly to your blog page, clicking an email link, or finding the post on social media? Are recipients opening your emails? How are people engaging with you?
Also think about your target audience. Are they using email? Are they on Facebook? If you want to connect with older folks, for instance, focusing on Facebook might not be as effective as direct mail.
Your current audience could also be different than the audience you’re looking to reach. Maybe your customer base largely consists of an older demographic, and you want to reach more millennials. If so, it’s important to recognize that a strategy that worked for one group may not work as well with another and to determine, over time, what channels to invest in to ensure you’re reaching your intended audience.
You want to gain a better understanding of what your audience finds compelling. But where to start?
Before you take on any new marketing strategies, you need to know what’s currently working for you and what isn’t. Tracking your marketing is essential for improving response rates and achieving new goals.
Depending on the marketing channels you use, there are different ways to track effectiveness. On social media, it’s relatively easy to see what types of posts are performing best with your followers. What content is getting the most shares and comments? Those are the types of posts you want to share more often.
If you’re using email automation software, there are usually metrics available that track data. These include open and click-through rates, unsubscribes, and bounces. For your website, you can use an application like Google Analytics to understand how many visitors are coming to your page, how they get there, and what pages/links they go to on your site.
Direct mail can also be very trackable. Include a coupon or return envelope that the recipient will have to return to you. Or try using a code that must be entered online to receive the offer. When you know how many pieces of mail led to an action, you can determine what content generates a response.
Email and direct mail are also effective for A/B testing. This involves creating two versions of a campaign that differ by one element. For email, it could be two different subject lines, or two different offers or images for direct mail. Try sending out each version in equal quantities. Then, you can track which email is opened more or which imagery or words lead to more gifts from donors.
In addition to reaching more people more effectively, tracking makes it easier to work toward and achieve marketing goals. Setting specific goals for your business or organization is important. Say you want to increase customer retention rates by 15%. Tracking customer data allows you to monitor exactly who is purchasing from you and how certain content or offers are affecting return business.
Now that you know the importance of tracking, you can take on new campaigns with measurement in mind.
A benefit of having more knowledge is being able to better target your audience. As you get to know your constituents, you’ll likely find several different groups within the larger group of your customer base. Rather than sending a generic message to your whole list, you can now craft multiple messages around what will motivate each group. Sending more targeted, relevant messages to your audience will increase response rates and engagement with you.
Targeting is possible across marketing channels. With direct mail, you can segment your mailing list into groups. Instead of a single mailing, you can create multiple versions of your mail piece with different wording, imagery, or offers, sending a different version to each group based on their needs and interests. You could also send a mailing to just one group if you have something specific for them.
Email is similar. Lists can be segmented based on how often recipients want to receive content from you, the types of content they want to receive, whether they are part of a customer loyalty program, etc. On your blog, you can create content for a variety of categories based on customer interests. At Paw Print, we write blog posts that are B2B and B2C related, and other posts with information specific to our nonprofit clients.
While social media posts appear to all your followers, you can target any ads that appear on social media sites. Today’s algorithms allow targeted ads that will appear to very specific audiences, such as women between 35 and 50 who are interested in travel.
Need help reaching your audience? At Paw Print & Mail, we’re prepared to assist you with developing marketing strategies that are targeted for your intended audience. From direct mail to copywriting to promotional products and content marketing, we have the tools to make your message heard. Contact us today!
Think about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?
Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.
Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.
Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.
As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient.
What is Marketing Automation?
The basic idea of marketing automation is to use software to replace repetitive manual processes with automated actions. You can find, target, and contact prospects effectively and efficiently. The automation software makes it easy to segment your contact lists and target specific audiences with tailored messages, leading to increased sales for your business. Automation delivers you more qualified leads and makes your marketing more efficient, so that you can focus on high-gain sales activities for your company.
Automation often relies on a trigger system. When a prospect completes a certain action, such as opting in to an email list, it triggers your software to send an email to them. Automation is regularly used for digital marketing processes. The benefit of digital automation is that you can reach prospects instantaneously, increasing the chances of a sale. However, direct mail can be automated too, and it gives recipients something more: a physical and personal experience that stands out from a cluttered email inbox.
Some examples of direct mail automation campaigns include:
Exclusive offers based on past purchase history
Mailings to celebrate birthdays, anniversaries, or to thank
Promotional packages, featuring branded products
Case Study: A Real-Life Campaign
An essential factor of any automated campaign is to know your audience. Automation software makes it easy to segment your contact lists to find the best audience for your campaign. You can define your best customers and the key demographic and psychographic factors they have in common.
If you’re working in a B2B context, you may find that a certain industry uses your services more frequently than others. It makes sense that you’ll want to engage with similar businesses to find more customers that are like your best customers.
A recent mailing campaign we did followed this model. We identified an industry we frequently worked with, and set out to create a campaign to attract more leads from this group. Having worked with this demographic before, we were able to anticipate common pain points, needs, and desires they face, and create content with those factors in mind.
Before contacting anyone, we put together a compelling direct mail marketing package. Personalized to the recipient, the package showed our knowledge of their industry and reached them on a personal level. The message–we know your problems and desires, and we can help you to solve and achieve them.
The packets included:
A letter personalized with the name, address, and institution of the recipient
A functional portfolio folder featuring content customized for the recipient’s business
A description of our services specific to that audience
Contents packaged in a custom envelope
While we were able to create a personal touch with our content, automation allowed us to find and connect with these prospects in a timely, scheduled manner. We purchased data lists that we then compared to our current customer list to exclude our customers from receiving a prospecting packet. Once we identified a qualified list of recipients, we automated the mailing by consistently sending out 10 packets per week. Then, we followed up with a structured phone and email schedule.
We created a personalized and industry-specific mailing and used automation to identify, mail to, and follow up with qualified recipients. We were able to generate business by creating an impression with our direct mail package. It stood out among the myriad marketing messages these businesses received on a daily basis.
For many fundraisers, it means a struggle to find ways to connect with a diverse generation that has different expectations than those established by their parents and grandparents.
But millennials don’t have to mean a struggle, and they can mean the future of your organization. Millennials currently make up 25% of the U.S. population, and will compose half of the American workforce by 2020. It’s essential that you’re able to reach this generation with your fundraising efforts. It represents a significant number of potential donors that may be interested in giving now, and for many years to come.
More so than previous generations, millennials are very receptive to cause marketing and fundraising. Nearly half of millennials are more willing to purchase from a company if that company supports a cause, and 37% will pay more for a product or service if it will help a cause they believe in.
Millennials’ desire to do good makes them qualified potential donors for your organization. But to reach them effectively, you may have to adopt some new practices.
1) Invest in Digital Marketing
Millennials grew up using computers, and they’re quick to adopt new forms of technology. If you want to make millennials aware of your nonprofit, you have to be tech savvy, too. You can:
Be active on social media by sharing, posting, commenting, and responding to any actions on your page.
Ensure your website is updated regularly, easy to navigate, and optimized for mobile devices.
Set up search engine optimization (SEO) for your nonprofit’s website.
Try using or creating a mobile app so that it’s easy for potential donors to give at any time (millennials tend to be impulse donors).
Develop consistency across marketing channels so that potential donors will have a seamless experience.
2) Millennials Like Direct Mail
Though millennials are digitally focused, they place value and trust in direct mail. 84% of millennials regularly read through their mail, and 64% would rather find useful information in the mail than from an email. Part of the reason is that direct mail can be extremely personalized for the recipient. Personal touches give your nonprofit a human, friendly side that millennials will connect with.
3) Be Approachable
Present your organization as approachable and encourage potential donors to engage in frequent conversations with you, whether on a blog page, social media site, in an email, or in person.
By connecting with millennial donors now, you are beginning a long-term relationship with them, that will hopefully transition to a regular gift. Many younger people may not be in a position to make a financial gift, but are still passionate about helping. Encouraging them to volunteer with you keeps them involved while creating a deeper bond between them and your organization.
4) Think Global, Act Local
Millennials have a global consciousness, and they want to feel they’re contributing to a larger cause. If you can, connect your mission to a larger issue, and show how an action in your community can relate and support a global need.
5) Enhance Trust
42% of Americans believe brands are less trustworthy than they were 20 years ago. A good practice for reaching donors of any generation is to be transparent. Millennials want clear and specific information on the impact their individual contribution will have.
Building trust also means staying in touch with donors on a regular basis. Since millennials value the relationships they build with organizations, it’s essential for you to communicate with them for more than just an ask. Reiterate the good you’re doing with regular updates on the impact you’re having.
6) Step Up Storytelling
Millennials tend to feel connected to causes rather than individual organizations. But you can use stories to show the impact, importance, and personal side of your nonprofit, helping millennials to build a stronger connection to you. It gives your organization a human side, and potential donors can see and hear from specific individuals they’ll be helping. Use a lot of images and videos in your fundraising materials to help your stories make an impact.
Generate Qualified Leads with Marketing Automation
What are your biggest challenges when it comes to marketing your business? According to HubSpot’s 2017 State of Inbound Report, 63% of marketers say their top marketing challenge is generating traffic and leads. Even if your company is doing a robust business now, it’s important to think ahead. Always have strategies in mind for how you will generate future leads and sales.
But not all leads or lead generation strategies are created equal. It may seem like the best way to increase business for your company is to send your message through the most channels. That way, it will be seen by the largest number of people possible. However, this method will spread your efforts too thin. It will likely end up costing you money rather than increasing sales.
The secret is to direct your digital and direct mail marketing so that you are specifically targeting fewer, more qualified leads. When you are able to more personally connect with potential customers that you know are or have been interested in your services (based on things like past purchase history, or tracking visitor activity on your website), you enhance the effectiveness of your communications.
Targeting qualified leads in a personal and timely manner is essential. But it can be hard to keep up a consistent strategy when you’re working on a case-by-case basis. Marketing automation allows you to generate qualified leads in an efficient and effective manner.
What is Marketing Automation?
At its most basic, marketing automation is the use of a software platform that replaces repetitive manual processes with automated solutions. It can be used across channels, including direct mail, email, and social media, to help to provide information to and maintain contact with leads and customers for a variety of marketing purposes.
When someone completes a certain action, such as opting in to an email list or searching your website, they will trigger the automation system, which will automatically send a message to them. Think of the last email newsletter you signed up for, or the last web purchase you made. You probably got a welcome or thank you email pretty fast, right? That was thanks to marketing automation. You can learn more about the specifics of marketing automation in this post.
Since you aren’t personally sending out these kinds of communications yourself, you create greater efficiency and have more time to focus on high-gain activities. Another major benefit is that you will be generating qualified leads to enhance your sales process.
Why Use Marketing Automation for Lead Generation?
Say you’re in the apparel business, selling inexpensive, fun clothing designed for teenage girls and young women. You likely have a list of current and past customers, and maybe an email list. You want to send out a mailing advertising a sale. You’ll provide an exclusive coupon or sales offer to get customers in the door.
If your goal is to increase brand awareness and find new leads, you need to expand your mailing list. But how will you decide who to mail to? If you have the ability to mail to every household within a 5-mile radius of your store, it’s easier to do that than to manually sort through a gigantic mailing list looking for leads.
But it doesn’t make sense to send a campaign targeted at young women to every person in town. It isn’t relevant to many people and will be disregarded. Marketing automation software will solve this problem for you. It can easily sort through a mailing list, to only send your mailing to female recipients. You may also have enough information to further pare it down by age. And if you’re selling products for multiple demographics, it’s easy to segment mailing lists. You can then send two selective, targeted campaigns rather than one large generic one.
And what’s the purpose of targeting a more specific audience? Qualified leads increase sales.
Benefits of Marketing Automation for Qualified Lead Generation
1) Automate Your Marketing on Schedule
Time is truly of the essence in marketing. When a lead is looking for information or considering making a purchase, you must connect with them in a timely manner to retain their interest. You need to be able to contact your leads with information when it is most relevant to them. This is hard to do if you are personally sending out every communication.
With automation, you can schedule out communications so that when a lead completes a specific action, such as signing up to your email list or creating an account, they will automatically be sent an email. Even with a scheduled system, you can make your communications personal. Leads won’t feel they are being contacted by a robot.
2) Know Your Prospects
Before you begin any kind of marketing campaign, you need to know your prospects. It’s helpful for you to dig deep and understand the demographics, needs, and wants of your prospective customers. That way, you can make your marketing message most effective at connecting and driving action.
However, this is just a first step. Once you know your message, you need specific individuals to communicate with. Marketing automation brings it all together by helping you to identify these individuals. The software provides you with comprehensive information about prospects. Targeting becomes much easier when you know your prospect’s location, purchase history, and when they last purchased from you.
3) Segment Communications for Relevance
Because automation can give you such in-depth information about leads, you can specifically identify where leads are in the sales process. Your leads will be at all different stages, so sending them all the same message doesn’t make sense.
When you send more personalized and relevant information, you increase the chance that your lead will respond. Automation software makes it easy to segment communications so that smaller groups of leads are receiving content tailored to them. You can easily craft a more compelling and specific message or call to action for each of the segmented groups you’re reaching out to.
More comprehensive automation software helps you generate leads through website visitors, traffic from pay-per-click advertising, email responses, and any other inbound marketing that you’re using. This will help increase your number of qualified leads while providing you with specific information, such as what pages they visited, to help personalize your messages to them. You’ll always be finding new leads who were interested specifically in a product or service provided by your company.
4) Deepen Relationships with Leads and Customers
When you have business coming in, you need to focus on fulfilling those commitments and working with those specific customers. But once a sale has been fulfilled for a customer, they don’t disappear from the sales cycle. And they shouldn’t vanish from your radar. Your best customers are going to be those that frequent your business. You need to nurture your customer base just as you would any other group of leads.
Marketing automation takes some of the stress out of this process by identifying when past leads and customers should be contacted again, and offering them content to enhance their experience with you. For instance, once a lead has made a purchase, automation can be used to send them information on how to get the most from the product they purchased. Down the road, automation can suggest similar products they may be interested in. This helps to deepen the customer’s relationship with you, especially as personalization is the preferred way for leads to receive communications from brands.
5) Save Money While Targeting Better Leads
Automation processes make sales more efficient. Rather than spending money across channels on a wide reaching but low target message, you’re spending less and sending out fewer communications. Because these marketing messages are highly targeted and sent to a specific audience, you are reaching out to leads that are better qualified to make a purchase, and are sure to see results.
At Paw Print & Mail, our marketing automation services are capable of effectively using cross-channel touches, like email and direct mail, together in harmony to put your message in front of your customers and prospects in an orchestrated fashion. To learn more about the specifics of marketing automation and how it can generate leads for your company or organization, contact Paw Print today.
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Do you receive a lot of emails? Too many? I know I do. The average American receives 88 emails per day, with office workers seeing over 120. Even if an email is full of worthy content, it can be hard for it to stand out from the rest.
What about direct mail? Some days, my household doesn’t receive any. So, when I do find something in my mailbox, I tend to remember it, and I certainly notice it.
Direct Mail Works for You
In our increasingly digital world, direct mail is often seen as an outdated and ineffective marketing strategy. But there are many statistics in its favor:
About 80% of direct mail is opened
70% of Americans believe mail is more personal than digital communications
56% of consumers have tried a new business, and 70% have renewed relationships with businesses, after receiving direct mail from them
And that just begins to scratch the surface of the powerhouse that direct mail can be for your business. It’s even more effective when used as part of a multi-channel marketing strategy. Direct mail is also a versatile medium, allowing you to be extremely personal with your audience and adding interest with a range of colors, textures, and shapes.
One of the most popular direct mail formats is the postcard. 56% of postcards are read by direct mail recipients, the most read of any direct mail piece. If you haven’t included postcards in your marketing strategy, here are 7 reasons you should consider doing so.
1. Strong Visual Potential
Postcards are attention-grabbers, standing out among the typically white envelopes that fill our mailboxes. A challenge of direct mail is enticing recipients to open an envelope, but with postcards, everything is immediately visible. Your message is right in front of the reader, increasing the chance that your audience will read your content and follow through on a call to action (CTA). It’s an opportunity for you to get creative, with exciting visuals, colors, and shapes.
2. Concise Content for Consumers
There are many media and marketing messages competing for our attentions on a daily basis. Consumers are short on time, and must be selective in the content they read and watch. Postcards don’t offer a lot of room to get technical, so they require you to be concise with your message. Short, compelling copy combined with attractive visuals effectively gets a message across to your reader, striking their interest and leaving them wanting more.
3. Postcards Save Time and Money
Direct mail is a versatile medium, and each type of mailing has its purpose. More costly mailings can be very effective. But postcards are an affordable option that allows you to cut down on costs while still delivering a compelling marketing message. Postcards are also faster to produce than other mailings. They require no folding or envelope stuffing. You can eliminate the need for labels by printing the address right on the card.
4. Craft Targeted Campaigns
Other traditional forms of advertising, like television or print ads, allow you to reach a wide ranging but not highly targeted audience. With direct mail, you know exactly who will receive your message, and you can craft that message accordingly. Since postcards are relatively easy and inexpensive to produce, you can create different versions to send to segmented audiences based on demographics like location or past purchase history. Messages that are more targeted toward the recipient are more likely to be acted upon.
5. Pursue More Leads
Additionally, postcards are a better direct mail format for pursuing leads. Current customers are likely to be more receptive to receiving in-depth communications from you. If a recipient doesn’t currently have a relationship with your company, you have to work harder to pique their interest. Since postcards are inexpensive and visually engaging, they can be used to introduce a prospective customer to your company in a visually compelling way, and encourage them to connect with you.
6. Measure Mail Effectiveness
Direct mail campaigns are more meaningful when you measure how effective they are at compelling your audience to act. A postcard with a concise CTA is easier to measure, especially when your CTA includes a coupon or special offer. As recipients use the coupon or take you up on your offer, you’re able to see whether your mailing had the result you were hoping for, or whether it fell flat. You can easily adjust your postcards to do an A/B test, sending multiple versions at one time to find the offer that most effectively converts your customers.
7. Encourage A Conversation
Postcards are a great format for promoting events, as you want lots of visuals and color to encourage people to attend. And, though postcards can be personalized, the format encourages them to be shared in a way that a letter wouldn’t be. A postcard may be viewed by multiple members in one household. This increases the reach of your message and generates a conversation.
Holiday tunes, snowfall, and ringing in a new year—that all seems far away, doesn’t it? But whether we like it or not, the end of the year will be here before we know it.
The holiday season is busy for all kinds of reasons. If you’re involved with year-end fundraising for a nonprofit organization, you know how hectic the last few weeks of the year can be. Nearly 1/3 of annual giving occurs in the month of December, with 12% of all giving occurring on the last three days of the year.
This creates a lot of pressure for nonprofits, as things get down to the wire. Just a few days can mean the difference between meeting annual fundraising goals or missing the mark, and being unable to ensure your nonprofit can still offer the same programs and services it currently does.
But even though a large portion of fundraising occurs in a short time period, the strategic planning for year-end giving can start at any time, even as early as January 1st!
Over 50% of nonprofits begin their year-end fundraising efforts in October. But the earlier you begin asking your donors to contribute, the sooner you can make a compelling ask. And starting early gets you ahead of the flurry of appeals appearing in mid-Fall.
Whenever you decide it’s time to begin your year-end appeals, here are some helpful tips to help you prepare for this critical time.
Develop Targeted Fundraising Goals
It’s critical to have targeted benchmarks to refer to throughout your year-end fundraising efforts. Your goals can be focused on the amount you hope to raise, as well as which donors you’re looking to target. You may be looking to increase your average gift size or donor base, or better reach your recurring donors. It’s also important to nail down early in the game what channels you will use to reach your audience as well as how often they will be used.
Center your campaign around a specific number. This can be a dollar amount you hope to raise or the percentage of donors you hope to increase. These numbers are helpful for measuring the progress you make throughout the fundraising period. Knowing your numbers also signifies what adjustments you may need to make to stay on target.
Maintain a Consistent Marketing Sequence
Starting your campaign early gives you more time to develop a compelling sequence of appeals. It’s effective to connect with donors using a multi-channel approach, including direct mail, email, phone, and social media.
Though each of these pieces will be somewhat different, they should all echo the same theme, including colors, images, and key words. You want to inspire emotion in your donors. Frequently including an image and story of someone who has benefitted from your organization’s services could help tie your campaign together.
Donors often need multiple touches before they commit to a donation. Keeping your message and visuals consistent helps them stay connected to and develop a conversation with your organization, moving them along the path to making a gift. Using multiple points of contact over time allows you to introduce your fundraising plans without immediately asking for a donation, while still expressing your appreciation for your donors.
Two key ideas should be at the forefront when developing copy and design for your campaign. First, give your donors the sense that your message is vital and pressing. Second, instill the notion that that donor’s particular contribution is imperative to your nonprofit’s fundraising success.
To indicate urgency, write in short sentences using powerful verbs. It may seem like giving your donors as much content as possible will aid them in making the decision to give. But readers will get lost in large paragraphs of text. Your words should create an emotional connection and inspire them to take action.
As a fundraiser, you probably know that fundraising letters are all about the donor. But it’s not always easy to find the right combination of words that will make your letter donor-centered. It’s tempting to make your communications about the needs, successes, and goals of your organization, and donors will want to have information about those.
But, in order for a donor letter to accomplish its goal, it must lead to a gift. The letter should be focused on crediting the donor for your organization’s achievements. Play to what the donor believes in and wants to accomplish by giving to your organization. Using the words “you” and “your” many times throughout your donor communications is critical.
Printing and data techniques allow you to personalize your letters with names and send different letters to different mailing lists. Our digital printing capabilities at Paw Print & Mail enable you to personalize an appeal in highly detailed ways that demonstrate your organization’s connection with your donors. Metrics like giving history, ask amounts, program preferences, and pre-populating remittance coupons are all possible and will add an appreciable lift to your campaign response rates and revenue.
You can also look at your donor base using an RFM scoring system. This indicates how recently a donor gave, how frequently they give, and how much they give. This will help you to better target your messaging. To be extra personal, send personalized appeals to the top 1% of your donors. If they’ve given large amounts in the past they are likely heavily invested in your organization. It never hurts to show them how important they are to you and how you understand their hopes and objectives.
Make it Easy to Give
The purpose of your fundraising campaign is to raise funds. Your materials should make the donation process as easy as possible for donors. A multi-channel approach to fundraising includes the presence of digital resources that further educate your donor base and make giving simple.
Digital sources should connect seamlessly to other communications, so that donors can easily transition from one source to another. Ensure your website is easy to navigate. Since donors are using mobile devices, you’ll want to use a responsive template for your website to encourage mobile donations, or at least make the text large enough to be readable on smaller screens. And keep the donation page simple, so that donors don’t have to think about what they need to do.
Any steps you take now to plan, create resources, and connect with donors will make things easier when December rolls around. If you have your year-end appeal strategy in order early, you can take more time to focus on events, personal visits with donors, and other end of year tasks.