Wow, that is a bold statement, right?
We all know that printed brochures are a time-intensive and costly undertaking. From the graphic design costs to printing and postage, depending on your list size, just one mailing could cost you 5 figures.
And do you really get a high enough ROI off of that brochure alone to warrant mailing it to your entire list?
If you do, AWESOME! Congratulations!
If you don’t or don’t know, we’ve got some suggestions on how to segment your list so that you only print and mail brochures to the people who will really convert from them.
- Ask your patrons how they would prefer to receive information about your organization and note it in your CRM system. Each time you do a mailing, only mail to those who have specifically said that they want to receive printed materials.
- Segment via demographic data who might want to receive a printed brochure and send an email series to the rest. You can use software like ours (PatronLink 360) to determine age and other information about your patrons and then only mail to those who you feel would prefer printed materials.
- Only mail to patrons for whom you don’t have an email address. If you have an email address, you can email them a series of messages over time about your season in place of a brochure. You can also load those email addresses into Facebook and create a Custom Audience and show them content that they would be interested in.
Printed collateral materials certainly aren’t dead. However, you can save time and money as well as increase their efficacy by only mailing to the right people at the right time.
Would you like more information about how we can help segment your list? Contact us. We’d love to chat!