The rumors of direct mail's death have been extremely exaggerated. Direct mail still works… if you do it right. The real question is, why is most church direct mail not working? The answer is because most churches aren't doing it right.
Most churches get very limited results for several reasons. Here's one: churches try to mail to everyone in their area. Churches that get great direct mail results understand who they are and focus their direct mail efforts on reaching those that are most likely to attend their church.
We are say that it takes all types of churches to reach all types of people. When we do a direct mail campaign, this is when we have to prove we believe that. You can't reach everyone in your community. So your best bet is to focus on those that are most likely to connect with and spend most of your outreach resources reaching them.