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Tactile Power of Direct Mail
 Being overly influenced by a 'what's new must be better' mindset, many marketing professionals omit the proven component of direct mail from their marketing plans. This story validates direct mail's unique touch-and-feel characteristics that other media simply can't replicate.
A child abuse-prevention non-profit in the U.K. competes against dozens of other British charities for attention and donations, and found its response rates continuing to fall. So they sent a unique appeal to contributors at their workplaces, where people typically don't receive requests. It was a simple white envelope that didn't name the organization. In fact, the only markings were instructions to fold the envelope in half.
Curious recipients who followed the instructions heard a snap. Opening the envelope, they discovered a broken pencil and these words: "That’s how easy it is to break a child’s arm." It went on to tell the story of Jeremy, a young boy whose father broke his arm six different times. The following day, 300 office workers found an e-mail reminder in their In Box suggesting automatic payroll deductions and encouraging matching employer funds.
How effective was this mailing that connected recipients with the seriousness of the cause?
First, there was not a single complaint from anyone offended by the power of the message, nor alarmed by receiving an unmarked envelope. Second, employee payroll giving increased from two percent to 10 percent. Actual response rates were nearly seven percent, earning the campaign a DMA ECHO Gold Award for being "brave, original and unique."
There is still a place for direct mail in your marketing strategy – especially during challenging economic times. It's a hands-on way to ensure your message rises above the clutter.
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