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Direct mail still has a place in marketing

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Although direct mail requires printing and postage, I have to say that… if it’s done right… it’s still one of the most effective marketing media channels ever. Don’t discount the traditional methods!  MarketSmart has generated millions of dollars for clients with direct mail.

But you have to be smart with it.  Make sure your list is segmented.  Personalize your message for each recipient to make it as relevant as possible.  Combine direct mail with an Internet landing page.  Drive respondents online for more information – then give them opportunities to convert into leads by filling out forms to take advantage of your offer.

Ahhh.  The offer!  Don’t forget that part.  You MUST have a great offer!!

And remember, if you don’t send highly targeted, relevant offers and information to your prospects…. it’s just “junk mail”.

Be strategic.  Use your data to send the right person, the right offer, at the right time and direct mail will deliver an exponential return on your investment.

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