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Did you know that direct mail boosts the results of digital marketing and digital marketing boosts the results of direct mail?

They work together for the greater good, while none alone seems to measure up to the combined effort of direct mail driven cross media marketing.

Sound expensive? Maybe not, when you consider the cost of investing your marketing dollars in an effort that generates little, if any return by comparison.

Take an alumni association embarking on its annual membership donation drive, for example. They may have a tight budget but also may be looking to boost responses over the previous year.

Instead of mailing all alumni on the list the association might want to consider segmenting their list by new graduates, previous responders, and non-responders from previous mailings. This would allow them to manage costs and results relative to the anticipated return on investment, spending the most on those most likely to respond with a donation.

Let's assume that the typical spend is $3,500 for 10,000 pieces, and the least expensive direct mail vehicle, a 4X6 postcard mailed at the non-profit rate. Assuming a 2 percent response rate (200 responders) with a conversion rate of 100% (200 donors) and an average donation of $100, the ROI would be 465.71% and revenues would be $20,000.

Let's say that instead the association decides to implement a direct mail driven cross media marketing campaign targeting only the most likely respondents and not mailing to the list of previous non- responders.

The audience is now reduced to 4,500 select prospects and the spend per prospect could be increased to $.80 each. This would accommodate a unique letter package such as the InteliMailer™, a business reply envelope, a personalized URL and landing page that can accept donations.

The total spend now would be $3,600, only $100 more than the previous spend, but this letter package driven cross media campaign could easily increase the response rate to 20% which would yield 900 donations of $100 which would generate total revenue of $90,000.

By eliminating all of the previous non-responders, and spending $100 more, the trade off of missing a few previous non-responder conversions for a $70,000 increase in revenue from recent graduates and previous known donors is huge!

This strategy is enables them to manage their budget and achieve increased results.


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