73 Percent of Americans Prefer THIS Communications Tactic
QUESTION: How many emails did you receive today? Now, how many pieces of physical mail addressed specifically to you—with information that is relevant to you—did you receive?
I bet I can guess the respective answers: too many, and not many at all.
That is one of the many reasons that traditional mail—yes, sending materials to a person’s actual, physical mailbox—is a great communications tool.
The Stats Behind the Recommendation
According to Epsilon, 73 percent of American consumers prefer being contacted by brands through direct mail.
Scientific American shares that novelty is linked to stronger memories—which can build familiarity and warm feelings. Sending a physical piece of mail achieves this goal, while creating positive associations between your brand and your audience.
The Data & Marketing Association found that up to 90 percent of direct mail is opened. In context, this is about 60 percent more than emails!
2020 Direct Mail Best Practices
Use your organization’s images and logo on your direct mail. If your target audience doesn’t know who their mail is coming from, they are less likely to open it. This helps strengthen your brand as well.
Personalize your mail. “Current resident” doesn’t show families, donors or supporters that you care about them personally—so why should they care about you? Personalizing your direct mail piece with the recipient’s name goes a long way in encouraging them to read your message—and to build a connection with them.
Design your direct mail. Using your school’s, district's or organization's colors, quotes and bold print catches your audience’s eye and makes your material more memorable as well. No in-house designer? No problem! There are several free graphic design websites where you can make graphics easily—even without design experience. Our personal favorite is Canva.
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So what should I send?
A recent Chronicles of Philanthropy report shared that your supporters and families want to hear from you during this pandemic. Here are a few ideas for what you could send:
Was your in-person back-to-school celebration switched to a virtual event? Still send a formal, (designed and personalized) invite! (And if you have meaningful photos of your work to include, all the better.)
Have you lost touch with your families, donors and supporters? Mail them a quick update on how your school district or organization has continued to do good work during this time. Even a postcard with your three main “wins” is enough to show your value!
When was the last time you said thank you? These last few months have been IMPOSSIBLE, so we know how easy it can be to forget taking that extra step. However, a simple handwritten thank you note goes a long way with your audience.
How have you been using direct mail in your marketing? Are you planning to try this tactic? We would love to hear from you!
