Pull the right emotional levers to reach formers

Posted by Stephen Jensen on Aug 16, 2016 6:00:00 AM

Is your direct mail striking the right tone with formers?

Hitting the right emotional tone with your direct mail is critical. And when it comes to reaching former subscribers, knowing how to appeal is as important as the practical details of the direct mail package itself. To be effective, your DM must touch on feelings of exclusivity, greed, desire, and even fear.

Read More

Topics: Newspaper Mail Co-op, Direct Mail, Acquisition

Does Your "Free" Offer Have a Dark Side?

Posted by Brad Douglas on Aug 3, 2016 10:57:05 AM

"Free" is proven to lift controls. But beware of overusing it.

I recently read a blog post by Paul Bobanack titled “How Much is ‘Free’ Worth?” I recommend you give it a read.

His post got me thinking more about how “free” is generally used — and often overused — along with other less effective aspects of its use.  

Read More

Topics: Direct Mail, Acquisition

Retention matters! Here's how to do it well.

Posted by Mary Badovinac on Jul 27, 2016 11:13:37 AM

Turn one-time donations into long-term relationships.

You’ve worked hard to acquire new donors. It cost you time and money to attract them. Now that they’ve donated, how do keep them engaged and donating for the long term?

Follow these tips.

Read More

Topics: Nonprofits, Fundraising

Measuring the success of your donor appeal

Posted by Mary Badovinac on Jun 15, 2016 8:30:00 AM

Measurement boosts ROI and saves money.

You invested time, effort, and money into planning, creating, and producing an appeal. You obsessed over every detail from the creative to the cost to the timing before sending it to a carefully selected list.

Read More

Topics: Nonprofits, Direct Mail, Fundraising

How often should you mail your donors?

Posted by Mary Badovinac on May 18, 2016 9:00:00 AM

Building relationships beats one-time donations

One of the most common questions we get from our nonprofit clients is: How often should we contact our donors? It’s an important question. It’s also more complicated than you might expect, which is why a single answer won’t suffice. Based on our experience with thousands of campaigns, we have developed guidelines that have worked well over the years.

Read More

Topics: Nonprofits, Direct Mail, Fundraising

This is your brain on direct marketing

Posted by Scott Zorn on Jan 13, 2016 9:30:00 AM

Do print ads lead to more purchases? Research says yes.

In a previous post, Create the experience your customers want, we discussed why direct mail remains so effective in a world awash in digital content. Here, we examine scientific evidence that physical mail has greater emotional and psychological appeal than digital media, and what this means for your next marketing campaign.

Read More

Topics: Direct Marketing

How to Rotate Offers to Reach Former Subscribers

Posted by Stephen Jensen on Nov 11, 2015 9:00:00 AM

Reaching out to former subscribers is a smart use of marketing dollars.

But reaching this valuable group requires a precise and coordinated offer rotation strategy. Formers offer the highest return rates along with excellent retention rates. And if you include formers out to 36 months, this could be a large group.

Read More

Topics: Newspaper Mail Co-op, Direct Mail, Acquisition

Tailor your subscription offers to maximize margins

Posted by Stephen Jensen on Nov 6, 2015 11:46:43 AM

Your former subscribers aren't all alike. Your offers shouldn't be either.

Offering a discount to former subscribers is a good strategy for winning them back. But that doesn’t mean all formers need the same offer. Tailoring your subscription offers allows you to reach a wider range of subscribers while also maintaining healthy margins.

Read More

Topics: Newspaper Mail Co-op, Acquisition, Direct Mail

Create the experience your customers want

Posted by Brad Douglas on Oct 7, 2015 10:46:14 AM

Marketing — like golf is about incremental progress

I love golf. I enjoy the challenge of the game, and that it requires consistency to score well. I also like how it rewards steady, incremental progress. I’m constantly making minor adjustments to my game hoping to shave a stroke or two off my next round. These tweaks keep things interesting while providing opportunities for improvement. But, not all tweaks bear fruit.

Read More

Topics: Direct Marketing

5 Tips for Creating Emails that Boost Direct Mail

Posted by Stephen Jensen on Sep 9, 2015 10:57:00 AM

Coordinating your email and direct mail strengthens offers and increases subscribers.

The email inbox is where people engage with content more than any other single place. But the trick for using it to increase subscriptions is to create emails that support your direct mail efforts. Are your email and direct mail campaigns coordinated? Or are they two offers passing in the night? When it comes to conversions, think two channels, one campaign.

Read More

Topics: Newspaper Mail Co-op, Direct Mail, Acquisition