Top tips for successful direct mail – from compliance to copy

This month, UK Fundraising is focusing on direct mail, and Suzanne was delighted to be asked to share some advice on selecting the right data.

Here’s what she wrote (and you can read the whole piece here):

If you’re running a cold direct mail campaign, getting the data selection right is crucial. Three key areas to consider before you hit the button are the ‘why’ behind the campaign, the file mix you’re sending to, and your target response rate.

Understanding the why is critical to ensuring a mailing only goes to those it’s relevant for. A one-off mailing with a specific message to existing supporters will require a smaller, very specific mailing universe than if it’s the first of a broader series, while if you want to talk to a new and different group of people, this might mean looking for data from a different region or age group.

In terms of mailing file mix, some lists give average performance but good volume, while more niche files tend to give a high response rate or higher average donation with lower volume. Generally, you need a blend of both, with the mix depending on objectives and how you’ll be measuring success. How many records you take from each file will also vary, depending on whether they’re high or low performing.

You may also want to check which data sets have tended to give at least a second donation in the past and to look for something similar. Sometimes those lower responding at the outset ultimately have a better lifetime value. This is where it can be worth bringing in specialist expertise to guide your selections.

And it’s worth remembering that to reach your target response rate, say that’s 2%, not every mailing file needs to perform at this level. It’s more important to get the mix right – choosing some with known performance levels both above and below your target response rate means you will achieve the mailing volume you need for the overall campaign to reach your target.