Direct Mail Fundamentals

  From the most seasoned marketing professionals to novices in the field . . . everyone asks a lot of the same questions. Here are FAQs—and their answers: Q: What is the most important element of a successful appeal? A: People give from the heart—not from the brain . . . be passi

The success of a direct mail campaign must be evaluated not only by the donors’ first gifts, but by the LifeTime Value of their subsequent gifts— the cumulative value of these donors’ gifts over time.

"There is no such thing as great writing, only great rewriting.” Justice Louis Brandeis

1. Set your goal: Boost response? Reduce costs? Increase net revenue?   2. Test ONLY one element at a time Creative 4-pg. vs. 2-pg. Lift note Premiums (higher resp. rate, lower average gift, less loyalty) Personalization BRE vs. CRE Lists (if acquisition) Ask strings: most recent

Here are some things that you can do . . .