Category Archive: Insight

  1. Charity marketing: Direct mail top tips & reasons why

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    Once the key communication method of choice for charities, direct mail has fallen out of favour for some since the introduction of the GDPR on 25 May 2018. We work with several charities on new supporter engagement, fundraising appeals and retention campaigns. Direct mail has the versatility to adapt beautifully for each of these, and the best news of all is that the ICO approved that you can still mail cold targets under the lawful basis of Legitimate Interest.

    Here are our top tips for using and making the most of direct mail in the charity sector, and reasons why we think it should be part of your marketing mix:

    • A lapsed donor is still a lifelong supporter. They just haven’t given money recently. Approach it like you would renewing an old friendship or relationship. Think about how to target them and the message being sent.

    • 50% of responders to a donor appeal go on to give a second donation, if communicated with at the right time and in the right tone.

    • Utilise the power of the halo effect. Direct mail supports a response especially when used with other marketing channels. Got a direct response TV or radio advertising campaign planned? Add DM into the mix and the result will be even better.

    • Charity door drops stay in the home on average four to five days*, with people returning to look at the piece nearly three times (*Royal Mail JIC report 2018).

    • The ask is the key to success – make sure it’s part of the opening gambit. For example, Right now we need your help to…

    • Does the fundraising mailing look expensive and glamourous? If so your audience will automatically be alienated. Why would someone donate to you if your budget is being spent on a print pack and not the cause?

    • 75% of charity DM is sent at Christmas. What other times present an opportunity to cut through to donors? The older generation don’t typically go away when families are on school holiday. Could charities utilise this time of year to ask for a donation?

    • You can get more from a mail pack by adding testimonials, a gift, or even a P.S. Consider putting the donation form up front, using the Royal Mail digital stamp or extend your letter by adding an extra page. Do more to get more.

  2. Print Item of the Month – October

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    At The Dragonfly Agency we’re always on the look-out for inspiring and effective pieces of advertising mail, so each week we pick a print item that has grabbed our attention and is an excellent example of direct mail. Check out our twitter to see the weekly winners. Then from the weekly winners, the Print Item of the Month is declared!

    Our inaugural winner this October is… BODEN

    Mailing 1: We love this retention piece that arrived through our door. It rewards the customer by encouraging you to spend by including a £10 voucher in the pack.

    Mailing 2: The follow-up is flawless. After a purchase was made, another brochure with a further 15% off voucher was received through the mail.

    What we loved…

    Mailing 1 – £10 voucher

    • The teaser copy on the outside of the envelope encourages open rates and creates suspense for the customer. It also suggests that there is something of value inside so it’s worth the customer’s time to open it. A great reminder that we should never overlook the importance of an envelope: it introduces who you are and reinforces the brand to a warm database

    • Both the envelope and insert were printed in bright, eye catching colours – brighter colours don’t cost any more but can improve response rates

    • Good quality paper stock was used for both items (the insert and the envelope). This reflects a luxury, quality brand

    • The stamp like indicia drives brand awareness and allows customers to make a quick connection between the mail piece and the brand that is sending them something exciting to open

    Mailing 2 – A5 brochure offering 15% off

    • A purchase was made online using the £10 voucher code. Around three days after delivery of the order the follow up brochure was received, suggesting programmatic mail was used to trigger the send of the brochure

    • Similar to the voucher, the creative of the brochure is also very colourful and seasonal

    • The bold offer of 15% off, was replicated on both the front and back of the brochure which means it can be easily seen regardless of which way the mail piece lands on the doorstep

    • The brochure was delivered naked i.e. no poly wrap or envelope was used. This means Boden have possibly paid higher postage rates, but perhaps did this because they didn’t want to compromise the brand with poly, which can sometimes cheapen the product

    We often see similar campaigns from the likes of Boots, M&S and John Lewis who all send tailored vouchers for the products you buy most. This is an excellent way of building brand loyalty while showcasing the product range and further drawing the consumer in. The Boden campaign also highlights the impact of an effective strategy and the role of a customer journey. Planning something a customer is passionate about can never be underestimated.

  3. 3 top tips for data that delivers

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    When it comes to successful direct mail campaigns, data is king. If you want to make sure your message lands safely in the mailboxes of your ideal audience, it all starts with data that’s audited, accurate and targeted.

    Here’s our top tips for great data:

    1. Code all print items for verification: if your data set has lots of variables, then make sure the right codes are applied.

    2. Don’t forget to complete your Legitimate Interest Assessment form if you are mailing a cold data set in this GDPR world.

    3. How long do you hold onto data after your campaign has launched? We delete after 45 days.

    Want to get your data in great shape for your next campaign? We can help – find out more about our data services here.