Combining direct mail with other marketing activities increases campaign payback by up to 20%, research out of the UK shows. The time-series econometrics study, Meta Analysis of Direct Mail, conducted by marketing analysis firm Brand Science on behalf of Royal Mail, analyzed the performance of 260 marketing campaigns across all industry sectors.
Measuring return on marketing investment of campaigns, with and without direct mail, showed that adding direct mail to a marketing campaign increased return on marketing investment 20% – from an average of $4.17 to $5.03 USD equivalent to every dollar spent.
The study also revealed that online and outdoor marketing channels achieved the highest uplifts in success when integrated with direct mail. Online components of campaigns paid back 62% more when direct mail was included in the marketing campaign, while outdoor was 44% more successful.
“The Brand Science study shows the growing importance of integrated campaigns and the effective role direct mail plays alongside other marketing activities,” Anthony Miller, Head of Media Development at Royal Mail is quoted as saying. “Finding the right balance of channels to reach increasingly targeted audiences will be the key to successful marketing strategies…direct mail is an essential mechanism in the marketing mix for converting desire and intention into action.”
Sources: Royal Mail Group, “The Little Book of Bigger Returns,” 2011 and
“Adding Direct Mail to the Marketing Mix Increases Payback By Up to 20 %,” (October 2010)
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The typical non-profit receives more than 3/4 of its total gifts through direct mail and only 10% of its gifts online. Direct mail acquisition is also responsible for 3/4 of all new donors.
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It’s pretty basic but often ignored.
70% of marketing efforts should be devoted to current donors;
25% to the acquisition of new donors;
and 5% to bringing back the lost, the “dead,” (otherwise known as lapsed donors).
Rescigno’s assists in generating new supporters and cementing relationships with current donors via highly targeted communications that bring increased response rates and better Return on Your Marketing Investment.
It’s who we are, it’s what we do!
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Despite tough times in a bad economy, sales are still rising in marketing companies due in part to the help of social media. Recently, Rescigno’s Marketing Connections was featured in a Case Study done by InfoTrends on how to successfully and effectively use social media in your business.
The study strongly suggests that you start with a plan. Without a guideline of where you’re going your messages may become messy and your followers will become confused.
Next you will need to engage your audience with information they are interested in. Make your posts about them, not you. Also, make sure you’re updating all of your social media outlets on a regular basis. When a message is consistent, people will continue to follow.
Being able to measure your success with social media is crucial to make sure you are on the right track. Along with setting goals and realizing return on investment’s, tools such as Google Analytics and HootSuite are outlets which can help measure how well your social media sites are performing.
This is where Rescigno’s Marketing Connections comes into play in the Case Study. With the use of social media, we have seen our business do more than just survive. As of October 31, 2011 sales are up 20%. This new approach to marketing has helped us grow our business and get noticed on new platforms.
Rescigno’s Marketing Connections is a small business survivor.
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High-capacity donors inherently want to give. But they also want to know the results of their giving before they will consider giving again.
What’s your track record on this score? Research tells us that if there is one primary complaint from major donors, it’s that the non profit they have made a git to did not report or did a poor job of reporting the results of their contribution. In other words, ” I invested my money and you never told me if we did poorly or well. Did it turn out as you said it would?”
According to Consumer Management, today’s donor is seeking partnerships with those to whom they donate. They require honesty and demonstrated responsibility in stewarding their gifts.
From a marketing standpoint, reporting the results of a donor’s gift(s) should be a no- brainer. And, it creates another opportunity to engage your donor’s in a dialogue, which if done regularly and openly, creates more trust and more gifts going forward.
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