Comments on: American Cancer Society eliminates direct mail — one year later/2014/08/29/american-cancer-society-eliminates-direct-mail-one-year-later/The Journey to Creating Amazing Customer ExperiencesMon, 13 May 2019 13:58:39 +0000hourly1http://wordpress.com/By: Michael Wilson/2014/08/29/american-cancer-society-eliminates-direct-mail-one-year-later/comment-page-1/#comment-240Sun, 31 Aug 2014 20:01:36 +0000/?p=1247#comment-240In reply to timbryant2014.

Tim, very helpful. Thanks for the insight.

]]>By: timbryant2014/2014/08/29/american-cancer-society-eliminates-direct-mail-one-year-later/comment-page-1/#comment-238Fri, 29 Aug 2014 13:42:47 +0000/?p=1247#comment-238We always encourage our non-profit partners to use a multi-channel approach. There are just too many opportunities out there today for communicating to focus on a “single-channel” approach. The fact that the ACS was ONLY using direct mail in 2012 tells me they may have been a bit behind the times at that point and over committed to the direct mail single-channel. Is direct mail dead? Absolutely not and anyone who thinks that is being short-sighted. Since the move from the mailbox to the in-box our email accounts are overflowing with far too much communication and, if you’re like me, you throw away 100’s of emails without even opening them.

We find better response rates when the same message is presented in multiple ways. Mail, email, Facebook, Twitter, and follow-up postcards. We also find better open and response rates when we move our customers from standard #10’s to slightly larger envelopes or even “packages” – like an express mail envelope. (Everyone opens packages.) With all the channels available to communicate a message – sometimes unifying that message is the biggest challenge, but what an opportunity we have today with so many options for communicating!

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