Money & Business

Thursday Buzz: Direct Mail Stays Strong

By / Oct 19, 2017 (bunhill/Getty Images Plus)

Even in the rush to become “digital first,” direct mail still has a serious role to play in your marketing efforts. Also: a trove of email subject line ideas for #GivingTuesday.

It seems like all the marketing buzz these days is on digital methods like search, social media, and email. But direct-mail marketing may be poised to be more effective and powerful than ever.

One reason is simply that direct mail has better targeting data. As much ink is spilled about how much personal data Facebook and Google know about us, direct-mail data still reigns supreme. “Advances in data-gathering, combined with the ability to segment and model with more precision than ever before, enables heavy-duty microtargeting with direct mail,” writes Andrew Fegley, president of Remarketable, in a recent post for Entrepreneur.

Direct mail also helps to boost your other marketing channels. “In fact, The Little Book of Bigger Returns found that when direct mail was used as part of an integrated campaign, it boosted those brands’ ROI by 20 percent and helped improve the lift of online campaigns by a whopping 62 percent,” reports Fegley.

Email Inspiration

Looking for #GivingTuesday email ideas? Nearly every nonprofit will be sending emails that day, so it’s important to stand out in cluttered inboxes.

Kivi’s Nonprofit Communications Blog shares more than 100 email subject lines that may grab your recipients’ attention.

Here are a few day-of lines to try:

  • 5 Reasons to #GiveToReefs on #GivingTuesday
  • How to do good that lasts longer
  • It’s #GivingTuesday. Today’s the day to change lives.
  • Today is the day: Help cure Parkinson’s
  • Celebrate Giving Tuesday by giving back!

The post also shares subject line ideas for donation matches and the ever-important (but underused) thank-you email.

Other Links of Note

Are your fundraising appeals up to snuff? The Nonprofit Marketing Blog shares one way to write a better one.

Is marketing efficiency hurting your brand? AdAge warns against “trading long-term brand-building for short-term ROI.”

The Membership Puzzle Project created a database of nearly 100 news organizations with robust membership programs. And it’s sharing a few key insights in a new post.

Raegan Johnson

Raegan Johnson is a contributor to Associations Now. More »

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