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Programmatic Direct Mail is a targeted way to take prospects familiar with a brand and turn them into qualified leads and customers. Learn about this great way to get highly targeted customers to convert.

Direct Mail in 2023 allows for new ways to approach and track successful campaigns. Read the guide to direct mail marketing in 2023 from Early Express here.

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Outreach and fundraising are critical to the success of any nonprofit organization. And that’s especially true now more than ever. Due to the global pandemic, a lot of nonprofits are struggling to raise enough funds. Without those funds, they aren’t able to continue providing the service their clients need. While traditional forms of fundraising—such as events and campaigns—aren’t able to happen right now, other forms—such as marketing—are having their moment to shine. One of those is direct mail marketing. Direct mail is one of the most successful marketing tools, although it often gets overlooked for being outdated or ineffective. On the contrary—direct mail is 7 times more effective than all digital channels combined. Datafication and personalization take direct mail to the next level, allowing companies to reach their target audience with messaging that’s relevant and meaningful. Ready to give direct mail a try? Here are 4 tips on using direct mail for your nonprofit: 1. Identify your audience The first step in creating a direct mail marketing campaign is to identify your target audience. Are you trying to connect with donors, new members or volunteers? Defining your audience is important because it affects the messaging you use in your campaign. In order to help you segment your audience even further, you can use targeted lists. Direct mail targeted lists can be based on existing lists, such as past event attendees, or a variety of demographics, including geographic regions. Segmenting your audience this way ensures that you reach the right target with the right message, which makes direct mail that much more effective. 2. Craft a compelling story One benefit of direct mail is that it allows you to appeal to your audience’s emotions. The best way to do this is to tell a story about your nonprofit. Think about your direct mail sitting in someone’s mailbox. What image would grab their attention? What headline would cause them to read the rest of the copy? You want to create a compelling story that catches their eye from the beginning. You can also use this opportunity to tweak your messaging based on the different audiences you identified earlier. For example, your donors might be more interested in the logistics of your nonprofit and how those have been impacted by COVID while volunteers are more interested in hearing the story and background behind your nonprofit. Either way, use both imagery and messaging to support your narrative. 3. Make it personal There’s a good chance you’ll be sending direct mail to donors or volunteers that have supported your nonprofit before. Without their generosity, it’s possible that your organization might not exist. That’s why personalization is even more critical in a fundraising campaign for nonprofits. When addressing your direct mail, use the names of your donors or volunteers instead of a blanket introduction. If you know they’ve supported you in the past, call it out and thank them for their continued support. You could even include an old picture of them attending an event (during pre-COVID times) to take the personalization to the next level. All of these efforts will make your recipients feel special and lead to stronger, better relationships. 4. Mix direct mail with digital One of the best ways to maximize your direct mail efforts is to mix it with your digital marketing campaign. For example, you can run a social media ad targeting the prospective donors or volunteers from your earlier segmented lists. You could also send an email following your direct mail campaign to provide more details to donors and volunteers about your organization. Combining both digital and direct mail helps reinforce your messaging and further guarantee that you are reaching your target audience. Direct mail is an easy choice for nonprofits, but the success of your campaign depends on your overall strategy. Early Express offers multiple direct mail services — including targeted lists, data processing and daily mail management—to ensure your marketing campaign is effective and efficient.

For companies looking to increase their online customer reach, omni-channel marketing strategies are showing a lot of promise. They also have potential for those looking to increase sales and customer retention. Studies reveal that omni-channel marketing has a 90% higher overall customer retention rate than traditional marketing. In order to decide if an omni-channel marketing strategy is right for your business, let’s first take a look at what omni-channel marketing is. What is omni-channel marketing? Omni-channel marketing uses digital and traditional marketing channels to create a seamless message that adjusts to your customer based on their behavior, providing the ultimate personalized customer experience. Instead of focusing your marketing efforts on a single channel, omni-channel marketing takes advantage of multiple channels to ensure your message is seen and reinforced by potential customers, wherever they are. Omni-channel marketing sounds pretty straightforward, but having a coherent strategy is key to the overall success. Omni-channel efforts don't pay off if you try to do everything at once and give equal weight and attention to every channel. Instead, you must make data-driven choices about reaching customers. Here are some principles to keep in mind when developing your omni-channel marketing strategy. Omni-channel marketing principles Know your audience One of the most important tactics for successful omni-channel marketing is understanding your audience. Gather as much data on you can about who is using your product or service as well as who you wish was using your product or service. Then tailor your marketing strategy to those demographics. Does your audience prefer social media or email? If social media, which channels do they interact with the most? What times are they the most active? All of this data plays a huge role in your overall strategy. Additionally, it’s important to understand the behavior of your audience. What are their likes and dislikes? How do they feel about popular social and economic topics? What are their shopping behaviors? How does your product or service fit into their lifestyle? A comprehensive understanding of your audience’s behavior and goals allows you to tailor your message—and even digital channel—to meet your audience where they are. Get customers to the end goal fast If your marketing is successful (which is the goal!), your audience will be interested in purchasing or learning more about your product or service. The last thing you want is for customers to have to hunt around to find your website or the product they are interested in purchasing. That’s why it’s critical to make it as easy as possible for customers to get to the end of the funnel, even if that means directing them somewhere else besides your website. Take advantage of shopping features within social media platforms to remove extra steps and put customers even closer to checking out. Don’t forget about physical strategies In today’s world, it can be easy to focus solely on digital marketing channels. However, the beauty of omni-channel marketing is combining both digital and traditional marketing to create a comprehensive strategy that reaches all relevant customers. Both Site Chaser and IP Targeting are effective omni-channel programs that combine both digital and traditional marketing. Site Chaser targets your website visitors with direct mail. After visiting your website, customers receive a direct mail piece promoting your business within a few days. This ensures your business is top of mind and gives you the chance to continue the conversation started online. IP Targeting uses your direct mail mailing list to target potential customers with online ads. The ads reinforce your brand and drive traffic to your store or website. Those additional touches typically result in higher revenue. If you’re looking for an omni-channel marketing plan, contact Early Express for offline and online solutions for your business.