Done correctly, this once-maligned strategy can be a real boon to your list health.

By Catherine Algeri

4. I’m afraid an e-mail append will hurt my direct-mail program!
Think of it this way: There are two organizations in the same field — one has sent you a mail piece, and the other has sent you a mail piece and e-mailed you a reminder and an e-newsletter highlighting its successful use of donations. It’s likely that the organization making the extra touch will stick out in your mind. What’s more, many nonprofits are doing matchback analysis to keep track of how online and mail campaigns are working in tandem — and are thrilled with the results. In an increasingly competitive market, e-mail can bolster your direct-mail results.