When it comes to direct mail, one of the most frequently asked questions we get has to do with the success rate. A quick Google search will reveal a range of anywhere from 0.5% to 2% return rate for direct mail. But of course, there can be several factors that contribute to its effectiveness. 

A few of those factors are beyond the church’s control. An example of this might be the church’s location. It may not surprise anyone to find out churches in the south tend to have a better rate of return than churches in the northeast if they are being compared head-to-head. However, there are several factors that are completely within the control of the church that can lead to greater effectiveness. Let’s take a look at some of those factors.

1. Eye-catching design. It has been said the goal of direct mail is to get the recipient to turn the card over. If you fail there, it is only junk mail. The best way to get them to turn the card over is to grab their attention. Of all the items in the mailbox, your postcard needs to stand out. If you don’t have someone on your team who has the time or capability to make a design that will capture the attention of the recipient, you can work with our design team for a reasonable design services fee.
2. Real images that show what can be expected. This might be our personal preference, but if you are going to use pictures as a part of your design (and we definitely think you should), use pictures of your actual gatherings. Resist the temptation to use stock images from a large conference even if they show what you aspire for your church to be. Instead, be real. Show real people in real environments. People often look at these mailers trying to identify people who are like them. Show a good representation of who you are as a church. And let the truth speak for itself. 
3. A clear call to action. What are you inviting the recipient to participate in? An event sponsored by the church? The start of a new series? A campus launch? Whatever it is, be clear about the invitation and let them know what can be expected when they come. Some churches will even offer an incentive for bringing the postcard to church. Stop by the Welcome Center with this card and get a free gift. 
4. A consistent, targeted approach. Yes, we can do targeted mailers where you reach certain people who meet certain demographic criteria. But that’s not what we mean here. A consistent, targeted approach means you focus on the same neighborhoods consistently with your marketing and outreach efforts. Play the long game with the residents in those neighborhoods. 
5. K.I.S.S. We’ve all heard this one. K.I.S.S. Keep It Simple Silly. (We’re not into calling people names. So Stupid becomes Silly with us.) One of the quickest ways to ruin a postcard’s effectiveness is to make it too complex. You only have a few seconds to communicate what you need to communicate to the recipient. If you try to answer every question they have on the postcard, you will lose them before they take the next step. But if you can use the postcard to point them to your online presence and let your online presence answer their questions, you’ve succeeded with the mailer and they are one step closer to being a guest at a weekend service. 

Our aim is to be a resource to the local church and to church planters. We have a team of relationship specialists available to discuss your needs with you to see what would be the best use of your funds. Reach out to our direct mail specialist, Andy Brown, to request a free, no obligation consultation by emailing us at [email protected].