The Role of Direct Mail at Each Stage of the Customer Journey

The Role of Direct Mail at Each Stage of the Customer Journey

A customer journey is the complete experience that a customer has with an organization. It comprises of all interactions your audience has with you across all channels, devices and touch points throughout their lifecycle – from awareness to loyalty.

The Awareness Stage

At the beginning of the customer journey, they discover that they have a problem and are looking for a solution.

Customer Journey

In this phase, you are working to attract attention, gain visibility, and show customers how you can help them reach their goals and get what they want and need.

Direct mail is a very efficient way to provide customers with information about your company. Research shows that while 94% of physical mail is opened, read, or filed; only 20% of emails are opened. In addition, 41% of people searched online for more information about a company as a result of receiving mail.

The Consideration Stage

 

By this phase, your prospects have already done their initial research and are aware of some of the options that they can choose from. They have narrowed their options, but they are still looking for more information.

Customer Journey

It is often during this stage that prospective buyers will look for more information by entering their information through one of your forms, by calling the number on your website, or by using your social media channels.

Provide Relevant Information

A study by Epsilon shows that 53% of buyers feel information relevant to their needs has a positive impact on their purchasing decisions.

Your Direct Mail piece needs to offer information about how your company can solve the problems your prospects expressed in the awareness stage.

You should be addressing questions such as:

“How can your company address my pain points?”

“Is your solution affordable?”

“Is your product or service efficient? Is it fast?”

Customer Journey

Personalise Your Pieces

Personalisation and customization shows consumers you appreciate the interest they’ve shown in your business.

Adding a name to your mail piece can increase response rates by 135%, and targeting on a 1:1 level is proven to boost response rates by at least 50%. Also, according to Epsilon, 33% of consumers feel the most influential communications they receive address them by name or include other personal information.

The Decision Stage

When your prospect reaches the decision stage of the Customer’s Journey, they should have all the information needed to make an informed decision.

They narrowed their options and decided on some of those options that would offer a solution to their problems. They are now trying to determine which of these would offer the best product or service at the best value for their money.

In the decision stage, your goal is to stand out from the competition and position yourself as the superior choice. Make sure prospects know everything they need to know about you so their decision is an easy one.

The Post-Purchase Stage

Customer Journey

The post-purchase phase occurs after the purchase has been completed by the customer. In this stage, you may ask for feedback and offer suggestions for other products and services which could be useful to your audience. The most effective post-purchase strategy focuses on being helpful and value-added.

Keep in Touch for Repeat Business

Customer Journey

According to Marketwired, people are 27% more likely to purchase from you again after buying from you the first time. Direct mail is a friendly, non-invasive way to keep in touch with customers.

Cultivate Customer Loyalty

You may want to send personalised mail pieces that thank your customers for their loyalty. You can also offer an exclusive discount or other promotion to encourage repeat business.

CONTACT US!

Azure Communications has the experience and expertise to help you create Direct Mail campaigns for each stage of your Customer Journey.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct mail sees record interactions during lockdown

According to recent Royal Mail research, spending more time at home during lockdown has led to a steady rise in the amount of engagement customers give to physical mail.

lockdown

The average piece of direct mail interacted 4.58 times in Q2 2020. Door drops also saw record levels of consumer engagement, with the average piece being interacted with 3.19 times, equivalent to 15% year-on-year growth.

Also in Q3 2020, there was a 33% growth in web visits attributed to ad mail.

lockdown

Mail Makes Social Media More Memorable

In a recent research by the Royal Mail, the brain response to the same social media ads was very different from those who first saw the same ad in mail form. Social ads attracted less visual attention – but were more strongly (by 44%) imprinted in people’s memory.

Source: Royal Mail MarketReach, Neuro-Insight, 2018

According to An Post, two-thirds of Irish people say they enjoy receiving post. And almost 90%, read their addressed mail.

How Direct Mail Adapted to the Crisis

Images

Choose your imagery carefully. Avoid images of people in big groups, touching, or at events.

lockdown

Message 

You should mention any changes you have made, such as business hours, health & safety procedures and others. You can also show how your product or service can help your customers.

Contact Us!

Azure Communications has the experience and expertise to help you create your next Direct Mail Campaign during lockdown.  Call us at (0)1 531 2695 or email sales@azurecomm.ie


Free Booklet

Do you want to learn more about Direct Mail? Check our FREE Direct Mail 101 Booklet.

In our Direct Mail booklet, you will learn:

  • How to establish goals and objectives for your campaign
  • How to segment your audience
  • How to write effective calls to actions
  • How to save up to 50% in your mailing costs.
  • And much more

4 Ways to Personalise Your Direct Mail Campaign

According to the DMA, personalised direct mail has a 6.5% response rate; while non-personalised pieces, only 2%.

personalise

1.   Add a Name to the Headline

personalise

Research shows that by adding a person’s name (and some colour) in the direct mail piece, it can increase the response rate by as much as 135%. By adding even more variable data information, you could increase the response rate by up to 500% vs. not including any personalization at all.

2.  Personalise Your Images

Research shows that the brain processes images 60,000 times faster than text.

Be sure to match the images in your direct mail message with the audience you’re sending it to. For example, if you are sending an insurance campaign, you can adapt the imagery of your mail piece to the demographics of each segmented group.

3. Use Previous Interactions to Personalise

You can use information about their previous interactions with your organisation to personalise the offer you send them. 

One option is to recommend products or services that are compatible with products or services they have already purchased with you. If you offer a service or product which needs to be renewed, you may also send a personalised mail piece during the renewal period.

4. Include QR Codes and Personalised Landing Pages (PURLs)

personalise

Two of the most popular ways of adding a digital element to your direct mail piece are QR codes and personalized URLs (PURLs).

PURLs are effective because you can use the customer’s name in the URL; however they have to manually type the address into their browser. With QR code your audience can simply scan the code with a smartphone camera to access the corresponding web page.

CONTACT US!

Azure Communications has the experience and expertise to help you to personalise your Direct Mail campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

How to Write a Powerful and Effective Fundraising Letter

Writing a good Fundraising Letter can make or break your appeal.

Here are some important tips to guarantee your Fundraising Letter will bring success to your next mailing campaign.

Segment your database

By segmenting your donors and creating different direct mail appeals to each group, you can increase your donor retention rates and donations.

There are many ways you can segment your donor pool. Some of the most common are based on age, gift size, last donation date, and frequency of donation.

Donor segmentation mainly focuses on delivering specific content to smaller groups of donors. This prevents your donors from feeling that your material and message are irrelevant to them directly.

Segmenting your donors also helps you to tailor your tone and information. It also invites your donors to engage with your non-profit organization in a way that is relevant for where they are on their donor journey.

Fundraising Letter

A donor who has consistently donated to your organisation over a long period of time should receive a different message from someone who has just joined your cause.

In addition to all this, segmentation helps to create trust and allows your organisation to use your data to expand donations strategically.

Tell a powerful story

Research at Stanford University has shown that we remember up to 22 times more information when it is presented as part of a story than as facts alone.

Fundraising Letter

Demonstrate a tangible impact

It’s important to clearly show your audience how their donations are going to make a difference.

According to a recent study by Achieve and JGA, 78% of Millennials are very likely or somewhat likely to stop donating if they didn’t know how the donation was making an impact.

Give them options

According to a meta-analysis of more than 22,000 participants (42 studies), giving people the option of not donating almost doubles the probability that they will donate.

You should ask your audience to contribute to your cause, and then add some variation to the following phrase: “But you’re free to choose either way.”

Use simple, powerful language

Complicated language can be intimidating. You don’t need to have a complicated vocabulary to tell a powerful story. Keep the sentences short and concise.

Make the letter easy to skim

Make sure that all of the important information stands out. Relevant information include: the cause, how much you are asking for, and what (specifically) their money is going to support. In addition, you may want to consider:

  • Use bold, coloured or highlighted text to emphasize certain words, phrases or phrases.
  • Including white space: Surrounding a key piece of information with line breaks and white space helps to attract the reader’s attention to the segment.

Asking for General Donations

Use their (preferred) name

Fundraising Letter

By personalising your letter with your donor’s name, you establish trust and rapport immediately. If your donor has a preferred name, like Pat instead of Patrick, ensure you address them by it.

Focus on the Donor

Fundraising letters should focus on showing your audience how they can get involved and help your organisation achieve your mission and goals for a cause they support.

Sign the Letter

Have a leader in your charity sign the letter to better connect with your donors.

Offer Other Engagement Opportunities

Instead of just asking for a donation, offer your recipients other ways to get involved, such as volunteer opportunities or other events.

Asking For Volunteers

If your non-profit organisation needs more volunteers for an event or initiative, you can send letters to your supporters to recruit more people.

Volunteer letters will usually be sent to current volunteers as well as to supporters who you think may be interested in volunteering.

Asking For Auction Items

Fundraising Letter

If your non-profit organization is holding an auction, you may need to obtain unique and valuable items for your guests to bid on.

Instead of purchasing these, you may ask for products and experiences to be donated by businesses or people in your community.

Include information about the last auction

Give your audience an idea of how successful your last auction was and how much money you raised. If this is your first auction, talk about how much money you’re hoping to raise during the event and why.

Include a Contact Form

Your letter should include a contact form that donors can fill out with their name, type of item, and contact information. Let them know that someone in your organisation will be contacting them to arrange collection.

Invite Your Donors to the Auction

Inform your audience about when the auction is and how they can participate in your event.

Contact us

Azure Communications is the trusted partner to Irish charities, by helping them to create their next mailing campaign. Contact us now to discover how we can help you to prepare a powerful and effective fundraising letter! Call us at (0)1 531 2695 or email sales@azurecomm.ie

How Nonprofits Can Make Their Reading Materials Senior Friendly

Almost half of senior donors (49%) are enrolled in a monthly giving program.

A Blackbaud Institute study found that the average age of donors in the US in 2019 was 63.

The study found that Baby boomers (born 1946-1964) represent the top source of income for American nonprofits. They account for 34% of the annual donor base in the US, but they contribute to 43 % of all individual donations.

The Mature generation (born 1945 or earlier), on the other hand, represents 26% of overall giving in America. Out of the entire donor pool, mature donors rely most on direct mail to help and participate in the causes they care for (52 % donated by mail and  27 % online, according to the study).

In the UK, Blackbaud Institute reported that the Mature and Baby Boomer generations are the ones with the highest proportion of people giving – at 68% of people in both age groups. These senior donors also contribute to the second-highest number of charities, with more than five charities per person.

83% of the senior population (75 and over) donated to charities in 2019 in England.

How to design your direct mail to older donors?

With older donors, you may need to have a more accessible design in your direct mail campaigns. Here are some great guidelines.

Use Larger Type

Type size must be larger than average.  In print materials, font sizes of 12-points or larger are preferred.

senior man reading a letter

Break It Up

Write short paragraphs and use subheadings to break up the long copy. Also, subheadings make it easy for readers to scan and read only what is important to them.v

Use bold or bigger sized font to emphasise text

To show the importance of a word or parts of your text, use a bolder type weight or bigger sized text.

However, bold text should be used for emphasis rather than being used consistently in the main body of the text. (Source: Centre for Excellence in Universal Design, Ireland)

senior woman reading a letter

Use left aligned text

Avoid justified text as it can lead to large spaces of text between words. This can make sentences more difficult to read, particularly if a person uses text-to-speech software. (Source: Centre for Excellence in Universal Design, Ireland).

Choose your fonts wisely

According to the Canadian Center of Science and Education, the most accessible fonts are:

Sans Serif:

Arial
Helvetica
Century Gothic

Serif

Times New Roman
Bookman Old Style
 Book Antiqua
senior
Different combinations of font size and style – the top line is a serif font, the middle line a sans serif font, and the bottom line a decorative font.
The same images viewed with reduced visual clarity.

Choosing the right paper

Give preference to matte or uncoated paper —glossy paper can have a glare that makes it harder to read.

Source: Centre for Excellence in Universal Design, Ireland

Choose the right colours

According to the Royal National Institute of Blind People (RNIB UK), approximately 8% of men and 1% of women have a form of colour vision deficiency.

Some colour combinations should be avoided as they may cause problems for people with a colour vision deficiency (colour blindness). This is more evident if the two colours are very similar in tone, saturation and contrast. The hardest combinations are red and green or yellow and purple.

Leading

Leading is the space between lines of text and should be at least 25 to 30 per cent of the point size. This helps readers move their eyes more easily to the next line of text. Heavier typefaces will require slightly more leading. (Canadian National Institute for the Blind)

greater leading helps senior people to read better

Contact us!

Azure Communications has the experience and expertise to help create your fundraising materials for your senior donors.  Call us at (0)1 531 2695 or email sales@azurecomm.ie