I recently received a piece of church direct mail piece in my mailbox (which I get happy about). However, then I looked at what this church had sent out and my joy dissipated.
What was wrong with the mailing? Plenty. But I'll highlight 5 issues:
1. It wasn't in English (even though I speak Spanish fluently, English is still my first language)
2. There were 5 dates on this postcard (it was letting me know the title of every week of the series and the date they would be taught). Instead, give me the big picture of the series, write copy that will pique my curiosity and give me one date for when I need to show up.
3. The map was impossible to decipher. I don't know where you are, so I'll need a map.
4. There were 2 denominational references on a 6×9 postcard (which seems like a bit much, especially when I had never even heard of the denomination).
5. There was nothing on this postcard that made me want to attend. They didn't take the time to craft copy that would speak to me. Instead, I got dates and sermon titles that made no sense outside of their series. Somehow that is supposed to rouse the masses.
I don't mean to come off like a movie critic, but churches spend so much money on direct mail, only to do it poorly. If you're going to do direct mail badly, save yourself the money and don't do it at all.
Direct mail is still a powerful tool for reaching people. We launched a campus with 160 people on the back of 3 direct mail pieces.
I'm talking about the ins-and-outs of how we do direct mail (which gets 300%-400% better results that normal church direct mail) in my new Explosive Outreach Coaching Network that starts on October 13th. You can pick up an application here. I've only a got a few spots left, so don't delay!