What's Hot, What's Not in Direct Mail for 2014
11 things to do — and 13 to drop — in the coming year.
- Communication silos.
- Dirty data: incorrect salutations, misspellings, move updates not recorded quickly, bad e-mail addresses.
- Not knowing your donors: not asking for data, not listening and not acting upon/using what you know.
- Not mailing acquisition.
- Infrequent donor communication.
- Asking for money in every communication.
- Impersonal and untimely thank-yous.
- One size fits all — communication that doesn’t fit the level of giving.
- Status quo — not enough testing.
- Not acting on data.
- RFM as the primary driver of segmentation strategy and personalized content.
- Mail dates — silos of communication and no coordination of in-home (inbox) dates.
- One-time gifts — no second-gift strategy.
I leave you with one parting thought to ponder in 2014: If the sky was the limit, budgets were not a concern and postage was cheap again, what would you do for your direct-mail program that you know would move your donors and clients to respond to your call to action? I’d love to know what you think. E-mail me at ckeedy@psmail.com. I will include responses in the next DM Deconstructed.
- Companies:
- Direct Marketing Association
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