While direct mail continues to be a consistent and reliable channel, it doesn’t evolve as quickly or substantially as online. However, there are ways to incorporate digital techniques into your direct mail to keep your mail program fresh and significantly enhance its impact.
What you should already be doing:
Customized and shortened URLs: Vanity URLs are easy-to-read and understand URLs that lead to an online donation page. Customize the donation page to match the direct mail piece’s graphics, message, call-to-action (e.g., a matching gift), etc. You increase conversion rates by creating a seamless donor experience and sending the donor right to a donation page. Vanity URLs also increase monthly, giving sign-ups.
QR Codes: QR codes can easily be added to direct mail pieces, allowing supporters to scan the code and instantly access relevant digital content. They are instrumental in newsletters and magazines when you want to give the donor more information. QR codes haven’t been as successful as vanity URLs for capturing online donations, but they aren’t negatively impacting results.
Informed Delivery: USPS’s Informed Delivery lets users preview their incoming mail. You can enhance the traditional grayscale image by creating a four-color ride-along with an interactive call-to-action. While this type of promotion hasn’t been a significant revenue generator, it is another touch of your fundraising message through a different channel. Why turn it down?
What should be next:
Variable Data Printing (VDP): VDP allows for customizing individual mail pieces with personalized images, text, or offers based on the recipient’s data. This level of personalization can increase response rates and engagement.
Personalization through digital data: With the wealth of data available through digital channels, you can tailor your direct mail campaigns to better resonate with each donor. This includes engagement metrics that let you know a constituent’s interests, message preferences, and content types, such as petitions, quizzes, or other engagement devices.
Personalized URLs: Personalized URLs (PURLs) are unique web addresses that lead donors to customized landing pages with tailored content and demographic information. The more personal – and complete – your donation page is, the more likely you will receive a gift.
What should be in your plans:
Augmented Reality (AR) experiences: AR technology can breathe new life into traditional direct mail campaigns. AR allows supporters to interact with direct mail pieces by superimposing digital content onto the physical mailer, providing immersive and engaging content. For example, you can create an AR experience that allows donors to tour a facility virtually, witness the progress of a project, or interact with beneficiaries.
Near Field Communication (NFC): NFC technology enables contactless communication between a direct mail piece and a recipient’s phone or tablet. By tapping or hovering their device near the NFC-enabled mailer, recipients can access digital content, special offers, or a donation page.
Video Brochures: These are physical mailers with a small LCD screen, allowing recipients to view a video message or product demonstration directly from the mail piece. They aren’t cheap, but video brochures are great for high-dollar and mid-level donors, especially at year-end or during a major campaign.
Incorporating these customary—and emerging—digital techniques into your direct mail campaigns can enhance direct mail’s effectiveness, engage more constituents, and reach a wider audience.
*As seen in the May/June Issue of AdVents*