plug and play marketing by Candice Myers Rethinking Direct Mail
For the past two decades, marketers have been shiſting budget dollars and attention to digital channels, abandoning direct mail as a dried-up, old-fashioned strategy that doesn’t produce results. And while it can seem more expensive and labor-intensive at first glance, direct mail continues to hold its own in the advertising space. Every great marketing strategy uses multiple
channels. Email, websites, digital ads, social media, events and direct mail are just a few initiatives built into a multi-touch plan to gain and retain customers. According to a study by
Consumers are suffering from digital fatigue —
overflowing inboxes and endless notifications.
the Association of National Advertisers, 90% of direct mail is opened by the
recipient. Compared to the 45% open rate of emails for faith-based organizations, finding a way to integrate direct mail into a marketing plan, especially if there’s a relational aspect to the piece, is worth considering.
Create something that stands out Te lifespan of a direct mail piece is longer than that of an email. It can sit on a desk or hang on a fridge for a while, serving as a con- stant reminder and providing continual brand awareness, even if the recipient doesn’t take immediate action. Whether the piece is in letter and envelope format or a standard postcard, consider design elements that pack a punch:
• Bold, eye-catching fonts and colors • Short sentences and bullets • High-quality images that evoke emotion • A clear and compelling call to action
Make it relational Lean into the interpersonal aspect of camping ministry by using direct mail as part of a reten- tion strategy. Touching base with campers and guests throughout the year is not only a good check-in relationally, but also a great reminder to register or rebook. Consider these ideas:
• Birthday cards can be created and prepared during summer, signed by counselors and mailed during the camper’s birthday month.
• Pastor appreciation cards can be sent out to group leaders in October as a “thank you for your service,” and include a coupon for a percentage off a rebooking.
• “Letter to myself” is an idea that encourages older campers to write a letter to themselves during camp that reminds their future self of what they learned and what they’re commit- ting to for the coming year. Mail it to them in January as a reminder.
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www.ccca.org May/June 2024
iStock / Hispanolistic
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