Did you know that you can greatly increase the results you get from your print marketing by adding email addresses to your database? It’s true.
Donors and prospects who are willing to provide their email addresses tend to be more engaged with your organization, more loyal, and more open to multiple marketing touches. When marketing to these people—regardless of channel—you are likely to get better results.
Having an email address also gives you the opportunity to send email teasers prior to the landing of a direct mail piece or follow up to a direct mail campaign, nudging non-responders into action.
But how can you gather email addresses? Here are some ideas:
Ask for it!
Next time you talk to donors, ask if they are willing to provide an email address. You might be surprised how many addresses you can gather simply by asking.
Conduct a survey.
Mailing surveys to get feedback on donors’ perceptions and experience with your organization is always a good idea. When they respond, ask them to update their contact information at the same time. That includes their email address.
Use your website to allow donors or members of your constituency to enter to a giveaway or respond to a free offer. When they opt-in, ask them to provide their email address before they access the offer.
Add a form to your site.
When people visit your site, make it easy for them to sign up for e-newsletters and other communications. Also make it easy to update their contact information, and, oh, by the way, their email address, too!
The Wrap Up
With so many people on the go and communicating primarily from a mobile device, it’s important for you to be reaching your audience where they are which means utilizing email more. Direct mail is a great way to pack a communications punch, but email is one way to support larger, more costly efforts.
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