Attract More Visitors to Your Church Next Sunday
The 10 Steps for Using Direct Mail to Get Your Message Out and Attract New Visitors to Your Church
Why direct mail?
Have you ever wondered why your mailbox is filled with postcards, flyers, and letters from businesses big and small? It’s simple… because it works! Churches just like yours are growing their congregations through direct mail. In this age of multi-media advertising with YouTube, Facebook, Internet banners, pop-ups, video websites, billboards and any other advertising vehicle you can think of, there is still one that works consistently time and time again – the Direct Mail Postcard.
According to a recent study by the Direct Marketing Association, response rates for direct mail are 21 times higher than newspaper, 19 times higher than radio and 47 times higher than TV. If these statistics and just looking in your mailbox every day isn’t enough proof that direct mail is still a powerful and productive advertising tool, take a look below at the top 10 reasons to use Direct Mail Postcards to grow your church.
Top 10 Reasons to Use Direct Mail
1. Direct Mail touches people every day. Direct Mail gives you the opportunity to connect with your audience on a level unlike any other form of multi-media advertising on the market today.
According to a USPS survey:
- 98% of consumers bring in their mail the day it’s delivered.
- 77% sort through it immediately.
- 55% of consumers even “look forward” to discovering the mail they receive.
- On average consumers spend an approximately 25 minutes a day reading direct mail.
2. Direct Mail reaches exactly who you want to reach. Direct Mail is the only advertising vehicle that gets your message directly into the hands of people you want it to. You can target your audience by age neighborhood, income, children, ethnicity and much more. Newspapers, TV, magazines and radio can be effective, but they are like using a shotgun as your marketing approach. Solo Direct Mail is more like using a rifle. Zoom in on the target audience that will be most receptive to your message. With solo direct mail, you’re getting more “bang for your buck” and wasting less, and being good stewards with your churches finances.
3. Direct Mail is personal and evokes emotion. The US Postal system call’s this emotion “The Mail Moment” (the highly interactive daily ritual that consumers devote to bringing in their Mail and discovering what it offers). The USPS reports the following:
- 56% of people say receiving Mail is a “real pleasure.”
- 55% “look forward” to discovering the mail they receive.
- 67% feel Mail is more personal than the internet.
If used correctly direct mail can create an emotional connection with your audience and allow them to interact with you. You can address your future guests by name, speak to them individually, and appeal to their interests, all without being in the same room. When your future guests feel that you understand their needs, they’re more likely to respond. Give them a personal invitation that speaks directly to their personal need.
4. Direct Mail is guaranteed. No kind of advertising is guaranteed to be seen except direct mail. Door hangers often can be irritating to the home owner and can be blown off by the wind. The percentage of people in your area watching a given TV station or listening to a particular radio channel is minuscule. People often drive by billboards without even noticing them and newspapers are quickly becoming a thing of the past.
Since 1775, the US post office has been delivering the mail. Not everyone subscribes to the newspaper, listens to the radio, or watches the TV station that you may want to advertise on, but everyone has a mailbox.
5. Direct Mail is tangible. Direct Mail allows you to physically place your message in your future guests hands and encourage interaction. Develop an engaging message and you can make an unforgettable impression by speaking to people right where they are. In fact, according to the USPS, Mail plays a vital role in people’s lives. Up to 64% of people surveyed say they act on the mail they receive within 30 days. For example, they make a purchase, visit an internet site, or attend an event.
6. Direct Mail is measurable. Please don’t think that because you are a church you don’t need to focus on the returns of your investments. Part of being good stewards of your finances is measuring the return you get on your investments, including church marketing and church advertising. Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It’s as simple as placing a box on your reply cards and asking your guests how they heard about your church. By tracking and analyzing your results, you will see what's working and make adjustments to future mailings if needed.
7. Direct Mail creates an impulse to attend church. While the internet is fast becoming a haven for low cost advertising, it cannot create the impulse to make a decision that direct mail marketing can. Usually by the time they have found you on the internet, they have already made the decision to look for a church. Direct mail is solo, which means you're not lumped in with other advertisers competing for your attention.
With Direct Mail you can accomplish the 4 key principles of marketing with one postcard:
1. Capture your prospects attention
2. Spark interest and engage the reader
3. Educate them about your church, who you are, what you offer
4. Extend a personal invitation for them to attend the following Sunday
8. Direct Mail has a long shelf life. People keep things that interest them. If you use eye-popping design, along with a message that speaks to their needs, people will hang on to your mailer. While they may not try your church out the very next Sunday, they usually will place your card on the refrigerator for future use.
9. Direct Mail is cheap. The Post Office has the deal of the century for non-profit entities. Regular bulk mail is about .15 cents each to mail. If you are a non-profit entity you should qualify for a US postage rate of .069 cents per postcard providing you use a company like Truth Advertising to address, presort, and CASS certify your mail. That is a savings of 65% – just because you are a church.
Combine the low postage cost with our Not-for-Profit rates, and you can mail to 10,000 homes in your community for about 0.22 cents each. That’s about $2,200.00 to personally touch 10,000 members of your community that you determine to be your target audience.
10. Direct Mail is simple. We know you’re busy, so we make getting custom direct mail marketing easy and effective. Truth Advertising handles all the details of your order, from design to delivery.
By John Squiric
Church Marketing Consultant
VP. COO. Truth Advertising