February 8, 2011
Partnering for Direct Marketing Success
The most successful direct marketing professionals we work with are open-minded and results-oriented. These folks know very well what they are doing, but continue to seek guidance. As professionals who are always learning, these marketers are able to tell us, “Here’s what’s working –or not – and here’s what I’m thinking. How can I do that?”
Here are four stories that exemplify how this marketing partnership can work.
B-to-B Acquisition
A major publication in the D.C. area was launching a new B-to-B subscription service. The program marketers already had ideas about what they wanted to test in their acquisition effort. Their initiative was to solicit ideas from several direct mail providers and then run a multi-panel test. EU provided a format and design that matched the client’s initial request, but also suggested an alternative idea. Ultimately, the alternate suggestion – which was based on EU’s many years of experience and knowing the results of countless test situations – was adopted. The client has already moved on to back-testing the winning package against other ideas. That’s what solid direct mail is all about, of course: continual testing. This sophisticated client understands that the ideal production partner will always provide formats and designs based on client direction, but also can function as an advisor. In short, the best direct mail results emerge from a collaborative process.
Donor Acquisition
After more than 50 successful years, this highly respected organization in Washington, D.C. knows how to build a donor community. Still – having taken a break from direct mail acquisition over the past four years – the organization recently approached EU Services for feedback on updating direct mail formats. Following internal brainstorming and price development, EU initiated a discussion with the client that explained the benefits of various formats and specifications. Armed with that information, the client took over the process. The organization is currently choosing among creative options and deciding how to incorporate the online component we suggested. With a very experienced direct marketer at the head and a flexible, creative staff in support, our role with this A-list organization is simple: make their jobs a bit easier by helping them navigate the nitty gritty production platform of direct mail.
Membership Acquisition
EU recently sat down with the marketing program manager of a large membership organization. The discussion was designed to support the effort to generate names of up-and-coming future members via an instructor-get-a-member program. The organization’s current monthly email campaign with p-URLs as the response device compliments a second mailing that goes out bimonthly to a more targeted audience. The email program has been running well for six months. The manager wanted help defining and documenting the next two phases of this email program, which are designed to get the program to a pre-defined level over the course of the next calendar year. The membership manager gave EU her wish list. We initiated plans to ease into a more robust landing site and began to promote the online site through a new, less expensive mailing. To improve the overall performance, EU employed simple, low-cost postcard marketing to the current email recipients. Characteristic of any experienced marketer, this program manager knew where she was going. EU’s role was simply to help fill-in the blanks and clear the path forward for her vision.
Nonprofit Appeal
Until recently, this state-based, animal-focused organization’s fundraising efforts have consisted almost entirely of direct mail appeals. In an effort to improve targeting and overall ROI, the new marketing team, which has been on board less than a year, is ready to make some serious changes to the appeal process. The marketing team has partnered with EU Services for the year. Turning to us with a concept in place, they are seeking a recommendation for program efficiencies, as well as thoughts on how to best deliver the message within budgetary constraints. Over the next year, the organization will be relying on us to keep them informed of trends, as well as offer them options about packages and audience segments. The focus will remain on enabling the group to make good marketing decisions about their direct mail program.
In the final analysis – as with all EU partnerships – we are eager to participate in the quest to continually develop and tweak marketing projects that focus on direct mail. We’ve learned that the best marketers welcome help in defining a framework that can take them from here to success. We’re with you!
Interested in more details? Just download the complete case study on the nonprofit fundraising effort below.
