Segmenting Direct Mail Appeals

Recorded On: 09/18/2018

OVERVIEW

“One size fits all” is never a good direct mail strategy, so segmenting your appeals is very important. Organizing your audience into subgroups based on demographics, interests, and behavior allows for greater customization, more personalized messages, and better tracking and analysis of results. At the same time, it’s the quality of segmentation - rather than the number of segments - that ultimately affects results, leading to higher response rates and greater return on investment.

This recording is eligible for 1.25 points of CFRE credit.

WHAT YOU'LL DISCOVER

Guidelines for defining and prioritizing segments
Methods for scheduling and timing appeals
Tips for aligning and personalizing messages
Tactics for assigning appeal codes and evaluating results
Examples from other institutions and more!

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Eleni Zulia

Eleni Zulia is the Executive Director of Development for Annual Giving at Ohio University, where she oversees all direct marketing and appeals for the university’s annual fund efforts. Prior to her current role, she held a number of positions of increasing responsibility within the advancement division and served as a Litigation Coordinator at the ACLU early in her career. She holds a Masters degree in Public Administration and a Bachelor's degree in Political Science from Ohio University.