Personal. Reliable. Trustworthy. Useful. These are all words that have recently been used to describe direct mail. Direct mail is a powerful marketing and fundraising tool. A key to its success lies in tracking response and measuring results. If you have no way of knowing what a recipient does once they receive your mailer, you can’t know the true value that mailer holds for your target audience. So, what do we measure? And how do we make mail trackable and measurable? The following measurements and tracking strategies can apply to for profit businesses and nonprofit organizations alike.
Storytelling is an essential and ancient part of human communication. Before the advent of writing, detailed stories were told orally, passed from generation to generation. Stories hold meaning for cultures, reflecting their histories, beliefs, and customs. We tell stories to learn, build relationships, and make sense of the world around us.
In fact, our brains are programmed to recognize patterns and find meaning in those patterns. A story is a kind of pattern, and stories are an effective marketing tool that you can use to build connection with your audience.
There are good stories, and then there are great stories, the ones we remember. But what makes a compelling, memorable story?
Ever feel like you’re beating your head against a wall trying to sell to the unsellable, qualify the unqualified, or get responses from the unresponsive?
You are not alone. As a sales professional and/or a business owner, much of the anxiety, frustration and weariness that happens in growing sales and a business is directly related to these activities.
Are you comfortable, if not jazzed, to have conversations with clients and prospects but discouraged with how difficult it is to get people to engage?
What if you could increase the ROI on your sales and prospecting efforts with a non-intrusive strategy to engage and generate more leads? Continue reading “Scorpion Marketing 101”
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
The place: a recent introductory meeting with the newly-hired Marketing Director of a local established and respected mid-sized company.
The topic: the state of the company’s marketing collateral.
This is a good-sized business selling big ticket services that regularly invoice in the $100,000 to $1M range. Yet, you would never perceive this when handed one of their business cards or company brochures.
The firm was seemingly still holding on to their start days, when print collateral was designed in-house using Microsoft Word, then printed on the company copier. That may have been appropriate and practical then. But given the size and capabilities of the company now, the state of their print collateral imparts a huge perception gap on the brand. This company was attempting to continue to grow business and generate leads. However, the amateurism of their branded handouts did not match the professionalism of their work.
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.
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.
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.
Subscribe to our email list so you never miss a post from Paw Print!
Think how hard it would be if you had to find a new pool of donors every year just to keep your nonprofit going. Not only would it be exhausting—it might even be impossible.
Which is why it’s important that there are donors who choose to give on a regular basis. Statistics show that repeat donors give more to nonprofits, not just over time, but also per gift. Which makes sense—once a donor has become invested in a nonprofit, they are often willing to give more to increase the organization’s impact.
Repeat donors represent a significant chunk of fundraising dollars, and are a key piece of achieving year-end fundraising goals. But donor retention is following a troubling trend.
According to a 2016 report from the Fundraising Effectiveness Project, while nonprofits are seeing an increase in the number of new donors, the overall donor retention rate in the U.S. has been below 50% since 2008—and it’s declining.
There are 1.5 million nonprofit organizations in the U.S., and over 4,000 just in the state of Vermont. That means more pressure than ever for your nonprofit to retain donors and raise the necessary amount of fundraising dollars. One of the best ways you can ensure your organization will meet its fundraising goals is by focusing on increasing donor loyalty. Here are 10 ways you can work to do just that.
1. Treat your Donor as A Friend
We’re talking about increasing your donor retention rates, but it’s not about a number. It’s about building meaningful relationships with your donors. A gift is a step in your relationship with the donor, not just a transaction that increases funds. This may seem obvious to you if you work for a nonprofit. But it’s important to always keep in mind as you look for ways to enhance your fundraising efforts and ensure donors remain involved with your organization. Make sure there are multiple ways your donors can engage and interact with you, through blogs, social media, email, and more.
2. Create Trust with Your Donors
One of the key components of developing deeper relationships is building trust. Creating trust in your relationships with your donors is essential to engendering loyalty. If you are consistently dependable when it comes to communicating with donors, thanking them, and making significant impacts with your fundraising dollars, donors will want to keep giving to your organization.
3. Keep in Touch
Donors typically need multiple “touches” from an organization before they commit to making a gift. According to Professor Adrian Sargeant, a fundraising professor and philanthropy expert in the UK, 53% of donors stop giving because of a lack of communication from the nonprofit. It’s important to communicate with donors regularly, with updates on how their dollars are being spent and what’s going on at your organization. Keep lines of communication open between you and the donor so that they truly come to feel they are a part of your organization.
It’s essential to include touches that don’t ask for a gift of any kind, but are solely meant to inform the donor. Don’t structure your communications with donors based on giving, only to disappear from their lives once they’ve made a gift.
And, it’s just as important to give donors the option to request fewer communications from you. If they are hearing from you too often for their liking, they are less likely to give than if they have the choice to hear from you when they want to. Creating options for your donors helps your organization to build greater credibility.
4. Create Specific Fundraising Appeals
A major reason why donors don’t give is from a sense of futility. It may be hard to put their donation into context: how is my $30 really going to make a difference?
That’s why specific appeals are so important. You need to be clear about the direct impact that donor’s funds will have. For example, you can say “your $50 gift will feed [x amount] of children for one month.” This type of appeal is compelling. The donor can see exactly how their individual contribution can have an impact on someone’s life.
5. Make an Emotional Connection with Stories
Using stories to create an emotional connection is a common marketing tool. They can be used in fundraising to give credence to the successes and struggles of your organization. When you tell a story about a specific individual who needs or is receiving help through your organization, you are giving donors a face that they will want to help. Stories are often about helping a prospect see themselves in the tale. Even if your prospective donor has never been in the exact situation, you will tap into their compassionate side and give them a compelling reason to give.
For your story to have the strongest impact, keep your donors updated. If you can show how someone was directly impacted by your organization, it helps donors to see the good work you are doing and will make them want to keep giving.
6. Establish Opportunities for Repeat Giving
Instead of framing a donation as a one-time gift, use language that will compel your donors to turn their gift into a monthly or yearly contribution. Ensure there is a clear and easy process for making this happen.
7. Use the Language of your Donors
A key rule of copywriting is to write in the language of your prospect, and it’s true for donors too. You may use jargon or industry-specific terms when communicating with others in your organization. But technical or unusual terms have a greater chance of confusing your donors than convincing them to give.
If you speak and write in consistently clear language that the prospect will understand, they will see you as a resource for comprehending an issue. They will feel a greater affinity for your organization as someone they can trust and relate to.
8. Reach Out to Lapsed Donors
Some of your donors may not have given in a while. But if they have in the past, you know that at one time they felt a deep enough connection to your nonprofit that they wanted to contribute. Lapsed donors are an important group you don’t want to overlook. With the right communications from you, they could return as regular donors.
9. Segment Your Donor Communications
Loyalty is built by adding personal touches. Your pool of donors will be at all different stages of the giving process, giving different amounts for different reasons. It’s easy to segment mailing lists and add personalization to your communications, and this should certainly be a part of your fundraising strategy. When you clearly speak to donors right where they are, they will like the added level of personality and feel they as an individual are important to the success of your nonprofit, rather than just a name on a list.
10. Always Say Thank You!
Thanking donors for their contributions is essential. Never neglect an opportunity to let your donors know how much their gift means to your organization. A simple thank you can turn a one-time donor into a champion for your cause.
Lead generation is an important piece of marketing any business. And writing compelling copy is essential for connecting with prospects. The right copy with the right message behind it will give your marketing campaigns a significant edge over your competition.