Email is easy, cheap and virtually immediate, but it is a real mistake to rely on it as your exclusive mechanism for communicating with your constituents.<\/p>\n
Why? Because unlike physical mail, a significant percent of emails are never received or opened. There are lots of reasons, but even the most well maintained email lists have less than 80% deliverability, and open rates that are below 30%. The statistics get even worse as email lists get older, with email list attrition rates that can easily be 25-35% per year.<\/p>\n
I\u2019m not trying to dissuade you with this data, just reminding you why it is still very important to include traditional direct mail in your communication mix. For instance, if you email constituents a newsletter four times a year, make sure at least one issue is also sent as a printed piece. Direct mail can also be a critical way to expand and update your email list. Traditionally, this might be done by encouraging people to sign-up for the email version of communications, but consider these ideas:<\/p>\n
Since direct mail is certainly more costly than email, I\u2019d suggest trying these ideas first with active donors or constituents who are the most likely to respond. Later, you can certainly expand the use of these ideas for use with lapsed donors as well as perspective donors.<\/p>\n