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.

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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.  

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Topics: Direct Mail, Acquisition

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.

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Topics: Fundraising, Nonprofits, Direct Mail

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.

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Topics: Fundraising, Nonprofits, Direct Mail

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.

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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.

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

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.

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

Is Your Newspaper Direct Mail Program Working? Take The Test.

Posted by Stephen Jensen on Aug 26, 2015 10:56:44 AM

Here's a quiz to determine the health of your current newspaper direct mail program:

  • Do you mail a control package and multiple test variations?
  • Do you test and measure list segments, offers, and package formats with each mailing?
  • Do you track the frequency and type of mailings received by each household in your prospecting database?
  • Do you rotate your packages to former subscribers more than once a year?
  • Are you prepared to change your control if necessary?
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Topics: Newspaper Mail Co-op, Direct Mail, Acquisition