Organizations use direct mail to remind people for license renewals
License renewals are a great opportunity for businesses and organizations to send out direct mailings to their customer lists. These direct mailings not only help recipients remain licensed, but they also can provide insights into how many people are reading an organization's content.
The National Shooting Sports Foundation is one organization that is using direct mailings to remind its members to renew their hunting licenses, reported a blog post for Mail Print. The NSSF gave $35,000 to the New York State Department of Environmental Conservation to design and mail a custom postcard to deliver this message.
The postcard received a 2.3 percent response rate, allowing the state to bring in nearly $50,000 in revenue in renewal fees. Kentucky Wildlife claims its similar mailing usually garners a 2 to 15 percent response rate, according to the blog.
While design isn't the main factor in response rate, Jim Curcuruto, director of industry research and analysis at the NSSF, told Mail Print that direct mailings that are unadorned and official-looking, such as government documents, may be less likely to be discarded than "fancier" pieces.
License renewal is just one time when organizations can use direct mailings to remind their client base of happenings. Because it is so important for many to renew their licenses, businesses that use address verification software to ensure their pieces reach an actual address are not only doing themselves a favor from an ROI perspective, but are providing their customers a valuable service.