A Well Thought Out Strategy And Proper Execution of Your Mail Campaign Will Ensure That Your Appeal Will Be Successful And Meet Its Goals
Running a successful direct mail campaign requires strategic planning and execution. It’s not only about crafting an appealing message but also about ensuring that message reaches the right audience. As a non-profit organization looking to boost donations, you need a methodical approach.
Here are 9 strategic steps you need to take to ensure that your campaign will be a success.
PHASE 1
1. Understand Your Audience
Know who your donors are. What are their interests? What motivates them to donate? The more specific you can get about your audience, the more targeted and effective your campaign will be.
2. Craft Your Message
Once you understand your audience, you need to create a compelling message. What’s your mission, and why should people care? Make sure to communicate the impact of donations and how they contribute to your cause.
3. Define Your Campaign Goal
Identify what you hope to achieve with your direct mail campaign. Is it to increase the amount of average donations, get more new donors, or perhaps to win back lapsed donors? Having a clear goal will guide your strategy and help you measure success.
4. Budget Your Campaign
Direct mail can be more expensive than digital campaigns due to printing and mailing costs, so it’s essential to plan your budget. Consider design, printing, mailing, and data management costs when planning your budget.
5. Develop a Mailing List
Who will receive your mail? It could be past donors, potential donors, or lapsed donors you hope to win back. Ensure that your data is clean and updated, with no duplicate entries or incorrect addresses.
6. Create a Campaign Schedule
Determine when and how often you will send your mail. A single mailing might be overlooked, but you also don’t want to annoy your audience with too many mailings. Plan a schedule that works best for your target audience. If possible, an annual campaign schedule is best.
PHASE 2
Now it’s time to move onto the physical aspects of your campaign. This is where your production specialist takes over the reins and helps to execute your mail campaign.
7. Data Processing
As the backbone of your direct mail campaign, data processing ensures your message reaches the right audience, usually in a personalized way.
- Data Dumps & Reports: This is usually the first step where your data is analyzed to ensure that the data is properly formatted so that the data can be applied correctly during personalization.
- List Segmentation: It may be required for your master list to be segmented into smaller panels or segments based on demographics, past giving patterns, or any other relevant factors. Since panels may be differ, this allows for a more personalized approach and improves engagement.
- Merge Purge & Reports: If necessary, multiple lists may be combined into one master list, removing any duplicates. This ensures that each recipient only receives one version of the appeal.
- Address Accuracy & Correction/ NCOA/Postal Sortations: Using special software, the final data lists are verified for postal accuracy, addresses are corrected, changes of addresses are applied (NCOA), and your list sorted to comply with postal service standards. This maximizes delivery rates and reduces return mail.
- Backfeed File & Custom Programming: A backfeed file is usually supplied once the data processing phase is complete – it contains all the changes and updates that were applied to your original database. Normally, it is a copy of what is mailed. For unique campaign requirements, custom programming solutions are sometimes necessary.
8. Variable Imaging
Variable imaging ensures that your mail piece is not just another generic flyer, but a personalized message for each recipient.
- Laser and Inkjet Printing: Depending on the mail component, high-speed, high-quality laser and inkjet printers are used print text and/or images. From black and white to full-color digital printing, also called Variable Print-On-Demand, a variety of printing options can be used to align with your budget and desired impact.
- Variable Forms Setups: Depending on the extent of the personalization, various forms such as letters, response devices, cards or premiums such as labels can be customized for each recipient. This allows you to address your potential donors directly, creating a personal connection and enhancing engagement.
- Live Samples & Proofing: Before proceeding with the full print run, both online digital PDF and hard copy proofs may be supplied, as well as insertion samples. This allows you to review and approve the final look of your campaign and ensures it meets your expectations.
9. Insertion and Fulfillment
The final phase of the process is preparing your mailers for dispatch. Our advanced technology and efficient processes ensure your mailers are prepared and delivered on time.
- Automated Machine Insertion: Various automated machines can insert your mail components into envelopes quickly and efficiently, allowing for large-scale mail campaigns. Some inserters can insert up to 18 pieces, while others can insert into large 10×12 envelopes. Others fold inline and some even print, trim, fold and insert all in one pass.
- Automated Video Matching: To ensure accuracy in personalized mail campaigns, technology matches each letter with other personalized pieces, such as envelopes or labels. Sensors are programmed to identify incorrect matches in which ase the machine stops.
- Finishing: Before insertion takes place, some components may need to be trimmed, folded, perforated or scored in the case of heavier stock.
- Canada Post/USPS Prep & Delivery: At the last step, your mail is prepared as per Canada Post and USPS standards to ensure a smooth delivery and avoid costly delays.
The success of a direct mail campaign lies in the synergy between thoughtful planning and careful execution. By carefully strategizing before diving into the physical process, you can increase your chances of a profitable campaign that brings in the donations your non-profit organization needs.