3. Take Advantage of Every Opportunity
It’s disappointing when a direct mail package does some elements very well, but then squanders an opportunity to engage further because of an omission or a misstep in strategy.
A good example is this lovely calendar that was mailed by the Natural Lands Trust, a conservation organization, as a thank you to donors. Not included with the calendar or inside the envelope: a response device. At all.
There’s a chance for the nonprofit to deepen a relationship that’s been established by the initial gift and the premium, as well as bring in more money, and all it takes is an envelope.
Now, my one caveat to putting these examples out there is that they may have very well worked. I doubt it, but anything’s possible.
To quote Denny Hatch, “I can’t judge good direct mail. It judges me.” And there’s plenty of “good” direct mail that follows the rules and gets tossed in the recycling bin along with the “bad.”
Just ask yourself if you’re doing everything you can to make your mail succeed.
What’s the worst direct mail you’ve ever seen? Please feel free to share in the comments below.