Direct-mail Program Research Articles

Direct Marketing via US Postal Service’s Every Door Direct Mail Program

In this paper I describe the US Postal Service’s Every Door Direct Mail program which delivers postcards inexpensively to residents within a ZIP code. Extension educators interested in making the most of their advertising dollars can use the EDDM program advantageously. Best practices for advertising campaigns employing this direct mail option are provided.

Reaching the "Hard-to-Reach" Sexual and Gender Diverse Communities for Population-Based Research in Cancer Prevention and Control: Methods for Online Survey Data Collection and Management.

PurposeAround 5% of United States (U.S.) population identifies as Sexual and Gender Diverse (SGD), yet there is limited research around cancer prevention among these populations. We present multi-pronged, low-cost, and systematic recruitment strategies used to reach SGD communities in New Mexico (NM), a state that is both largely rural and racially/ethnically classified as a “majority-minority” state.MethodsOur recruitment focused on using: (1) Every Door Direct Mail (EDDM) program, by the United States Postal Services (USPS); (2) Google and Facebook advertisements; (3) Organizational outreach via emails to publicly available SGD-friendly business contacts; (4) Personal outreach via flyers at clinical and community settings across NM. Guided by previous research, we provide detailed descriptions on using strategies to check for fraudulent and suspicious online responses, that ensure data integrity.ResultsA total of 27,369 flyers were distributed through the EDDM program and 436,177 impressions were made through the Google and Facebook ads. We received a total of 6,920 responses on the eligibility survey. For the 5,037 eligible respondents, we received 3,120 (61.9%) complete responses. Of these, 13% (406/3120) were fraudulent/suspicious based on research-informed criteria and were removed. Final analysis included 2,534 respondents, of which the majority (59.9%) reported hearing about the study from social media. Of the respondents, 49.5% were between 31-40 years, 39.5% were Black, Hispanic, or American Indian/Alaskan Native, and 45.9% had an annual household income below $50,000. Over half (55.3%) were assigned male, 40.4% were assigned female, and 4.3% were assigned intersex at birth. Transgender respondents made up 10.6% (n=267) of the respondents. In terms of sexual orientation, 54.1% (n=1371) reported being gay or lesbian, 30% (n=749) bisexual, and 15.8% (n=401) queer. A total of 756 (29.8%) respondents reported receiving a cancer diagnosis and among screen-eligible respondents, 66.2% reported ever having a Pap, 78.6% reported ever having a mammogram, and 84.1% reported ever having a colonoscopy. Over half of eligible respondents (58.7%) reported receiving Human Papillomavirus vaccinations.ConclusionStudy findings showcase effective strategies to reach communities, maximize data quality, and prevent the misrepresentation of data critical to improve health in SGD communities.

Abstract PO-080: Reaching the “hard to reach” sexual and gender diverse communities for population-based research in cancer prevention

Abstract Purpose Despite about 5% of the US population identifying as Sexual and Gender Diverse (SGD), there is limited research on cancer prevention and control disparities in this population. In New Mexico (NM), population-level data from the Department of Health show differences in cervical and breast cancer screening uptake based on sexual orientation, but these data do not document disparities based on gender identity and for other types of cancer, prompting us to assess cancer prevention practices among NM SGD communities. SGD communities have consistently been considered “hard to reach” and much of the extant SGD studies have been conducted in large urban cities. We present findings on how to implement innovative, multi-pronged, and systematic recruitment strategies to engage SGD communities in NM, a state that is both largely rural and racially classified as “majority-minority” state. Methods Our recruitment efforts focused on four strategies: (1) Every Door Direct Mail program (by the United States Postal Services) was used to mail flyers across targeted (based on residential areas, income below $30,000, and between ages 30-71) mailing routes across NM. (2) These routes were also targeted for study-related ads via Google, Twitter, and Facebook. (3) Email outreach was conducted with SGD-friendly businesses, state cancer coalitions, and the University of New Mexico Comprehensive Cancer Center's Office of Community Outreach and Engagement. (4) Flyers were displayed at clinical and community settings across NM. All flyers, ads, and emails contained QR codes for a pre-survey that determined eligibility for participation in the main survey (i.e. 21-80 years old, NM resident, member of SGD community). Questions on the online survey, provided in both English and Spanish, inquired about the participant's demographics, body organs, physical health, vaccination history, healthcare access, and cancer screening practices. Results A total of 27,369 flyers were distributed and 436,177 impressions were made on social media, resulting in 5,080 surveys from eligible participants. Approximately 68% heard about the study from social media, 17% from email, 16% through friends or family, and 12% from flyers. All eligible participants were then emailed three times and, in a few cases, mailed a survey. This resulted in 3,115 completed surveys. Half of respondents were between 31-40 years, 38% were Black, Hispanic, or American Indian/Alaskan Native, and 48% had an annual household income below $50,000. Eighteen percent identified as lesbian, 30% gay, 28% bisexual, and 18% queer, while 48% were cisgender men, 32% cisgender women, and 13% transgender. Approximately 44% reported residing in rural areas and responses were received from 172 unique NM zip codes. Conclusion To reach state-wide SGD communities and engage them in population-based research, innovative and systematic efforts are needed. Social media and postal flyers may provide successful recruitment opportunities with potential to use these methods for future public health interventions for these populations. Citation Format: Prajakta Adsul, Karen Quezada, Katie Myers, Talya Jaffe, Bernard Tawfik, Emily Wu, Molly McClain, Shiraz Mishra, Miria Kano. Reaching the “hard to reach” sexual and gender diverse communities for population-based research in cancer prevention [abstract]. In: Proceedings of the AACR Virtual Conference: 14th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2021 Oct 6-8. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2022;31(1 Suppl):Abstract nr PO-080.

A qualitative study of patient preferences for prompts and reminders for a direct-mail fecal testing program.

Programs that directly mail fecal immunochemical tests (FIT) to patients can increase colorectal cancer (CRC) screening, especially in low-income and Latino populations. Few studies have explored patient reactions to prompts or reminders that accompany such programs. As part of the Participatory Research to Advance Colon Cancer Prevention pilot study, which tested prompts and reminders to a direct-mail FIT program in a large, urban health center, we conducted telephone interviews among English- and Spanish-speaking participants who were assigned to receive a series of text message prompts, automated phone call reminders, and/or live phone call reminders. We analyzed interviews using a qualitative content analysis approach. We interviewed 41 participants, including 25 responders (61%) and 16 nonresponders (39%) to the direct-mail program. Participants appreciated program ease and convenience. Few participants recalled receiving prompts or automated/live reminders; nevertheless, the vast majority (95%, n = 39) thought reminders were acceptable and helpful and suggested that 2-3 reminders delivered starting 1 week after the mailed FIT would optimally encourage completion. Prompts and reminders used with mailed-FIT programs are accepted by patients, and my help boost response rates.

Implementation successes and challenges in participating in a pragmatic study to improve colon cancer screening: perspectives of health center leaders.

Little is known about the challenges faced by community clinics who must address clinical priorities first when participating in pragmatic studies. We report on implementation challenges faced by the eight community health centers that participated in Strategies and Opportunities to STOP Colon Cancer in Priority Populations (STOP CRC), a large comparative effectiveness cluster-randomized trial to evaluate a direct-mail program to increase the rate of colorectal cancer (CRC) screening. We conducted interviews, at the onset of implementation and 1year later, with center leaders to identify challenges with implementing and sustaining an electronic medical record (EMR)-driven mailed program to increase CRC screening rates. We used the Consolidated Framework for Implementation Research to thematically analyze the content of meeting discussions and identify anticipated and experienced challenges. Common early concerns were patients' access to colonoscopy, patients' low awareness of CRC screening, time burden on clinic staff to carry out the STOP CRC program, inability to accurately identify eligible patients, and incompatibility of the program's approach with the patient population or organizational culture. Once the program was rolled out, time burden remained a primary concern and new organizational capacity and EMR issues were raised (e.g., EMR staffing resources and turnover in key leadership positions). Cited program successes were improved CRC screening processes and rates, more patients reached, reduced costs, and improved patient awareness, engagement, or satisfaction. These findings may inform any clinic considering mailed fecal testing programs and future pragmatic research efforts in community health centers.

PCN65 - Preventative Cancer Screening Direct Mail Program Response and Diagnosis Rates

PCN65 - Preventative Cancer Screening Direct Mail Program Response and Diagnosis Rates

The Association for International Cancer Research

The Association for International Cancer Research

Table of Contents

Abstract Tips for Training Volunteer Solicitors Effective Marketing Ten Ways to Sharpen Your Sales Skills Ways to Improve Our Meeting Manners Prospect Research Discover Your Connection to America's Prominent Families Pledge Fulfillment Raffle Helps Encourage Pledge Payments Philanthropic Trends Charitable Contributions Up By $15 Billion Board Nurture Statement of Understanding Helps Board Members Honor Their Roles Traits of the Successful Solicitor ‘Bounce Backs’ Increase Response Rate Donated Supplies Program Reduces Member Fees Quotes You Can Use… Capital Campaigns Before Your Next Campaign Begins Selecting a Campaign Consultant Apply ‘Moves’ Concept to Telemarketing Management Calling In Your Favors Special Events Raffle for Lexus Adds $14,000 to Bottom Line Stress Reducer ‘You know it's time to take a sabbatical when…’ Survey Respondents to Receive Free Special Report Planned Giving Integrate Planned Giving Into Your Direct Mail Program

Direct mail: Can it work for religious organizations?

Whereas many profit and nonprofit organizations have successfully utilized direct mail as a means to communicate with their target market, one particular type of nonprofit organization—religious organizations—has been reluctant to consider utilizing this technique. Although many religious organizations are slow in becoming more marketing oriented, others are searching for effective ways to reach their desired constituencies better. Direct mail provides religious organizations with a proven, effective tool for church marketing. This article assesses the current status of church marketing, discusses the advantages of direct mail for use by religious organizations as well as its limitations, and offers appropriate strategies for a direct mail program for churches.

Comparing market areas using kernel density estimation

From a managers’ point of view it is useful to know whether or not a market area has changed over time, and whether two market areas are different. In this paper we propose, using the kernel density estimation method, to estimate the density of a market area and show how the estimated market area densities may be compared for differences using Bayesian cross-validated likelihood methods. The proposed methodology is highlighted using two applications. One application involves comparison of lunch and dinner markets of a restaurant and the other application involves identifying the optimal area for a direct mail program.

Using Direct Mail in Extension Programming for Nonindustrial Private Forest Landowners

Abstract Four pilot direct mail programs for nonindustrial private forest (NIPF) landowners were conducted in northwestern Pennsylvania. The programs varied in method of contact (targeting versus self-selection) and in type of information (economic versus multiple-use). The programs established contact with many landowners who had not been reached by past extension efforts. Type of information was not related to audience size, audience makeup, or program impact. Targeting reached more landowners than did the self-selection method, but self-selection maintained a greater percentage of these contacts. More of the landowners who selected themselves into the program than those who did not, and more of those who did not "drop out" of the targeted program than those who did, had past educational opportunities in woodland management. Direct mail was effective in increasing landowner knowledge of woodland management but less effective in developing landowner intent to manage woodland. North. J. Appl. For. 7:171-174, December 1990.

Impact of prompt-response and quantity premiums on direct mail response rates

Conventional wisdom assumes that a carefully planned premium offer will increase the response rate to a direct marketing offer. For this study, a direct mail program was designed in order to measure the impact of two premiums—one for prompt response and another for larger quantity ordered. Twenty thousand pieces were mailed using a random split half sampling method, and responses to each offer were carefully monitored. The results were unexpected and provide important insights for the development of optimum direct marketing strategies. The quantity premium had an insignificant impact on order rate, while the prompt-response premium actually resulted in a reduced order rate.

The AT&T opportunity calling program: Responsiveness and implications

One of the key objectives of AT&T consumer long distance marketing is to offer “personalized services” to the 85-million-customer household base. A primary concern is to communicate with customers in a way that is relevant to them. One of the ways AT&T seeks to accomplish this goal is through direct contacts (mail and telemarketing) with the consumer. An example is a direct mail program called the AT&T Opportunity Calling ® Program which was launched in 1984 to provide information about AT&T and its offering during the transitional time following AT&T's divestiture of the Bell Operating Companies. This direct mail program sought to provide value to consumers by recognizing the different needs of consumers, and responding accordingly. Specifically, Opportunity Calling rewarded customers for their patronage by providing them with discounts on commonly used goods and services. (Note: The Opportunity Calling Program officially ended on December 31, 1988.) In order to gain a better understanding of the consumer, a marketing research study was undertaken in late 1986 to tailor a segmentation scheme specifically for the Opportunity Calling universe. The study sought to determine significant attitudinal, demographic, behavioral, and geodemographic factors that contribute to participation in a direct mail program like Opportunity Calling.

The Egalitarian Spirit and Attitudes toward Usage

I N THE FIRST LESSON of highly successful direct-mail program called Magic Power of Words (n.d., p. 1), potential subscribers are promised that by expanding their vocabulary learning correct usage they will experience an exhilarating feeling of self-assurance, advance in their jobs, achieve leadership over others. The reader is warned that a person's use of language is often taken, rightly or wrongly, as measure of his native intelligence, of his ability to engage in various occupations..., even of his honesty, reliability, trustworthiness.... A glaring misuse of language often spells the difference between obtaining not obtaining what you want, whether it be in business, in social relations, or in personal affairs (p. 2). The message is plain: avoid appearing stupid or unworthy. Avoid failure in business social relations. Achieve mastery of speech, the program says, and the power of will help you along the path of mastering your future (p. 2). However much we may squirm on hearing the sales pitch for magic power of words program, while recognizing the exaggeration of some of the claims made, the essential arguments are true. From the layman's point of view, it does not matter whether the concept of correctness in usage has any intrinsic validity. Almost everyone who counts in his life-his boss, co-workers, teachers, family, friends--believes that language can be used rightly or wrongly, will judge him accordingly if his usages vary from the standards they regard as right. J. J. Lamberts (1972, p. 23) remarks that 'good' English in any given situation is the kind of English that certifies person's competence to deal with the subject he is speaking or writing about. It is believable language. And for every person it is to some degree unique. A physician is believable is using good English when he talks like physician; desk clerk at motel is believable when he talks like desk clerk. Nei-

Building more business with industrial direct mail advertising

One of the most effective tools of promotion in industrial markets, though often misused and little understood, is the proper use of direct mail. This article focuses upon the major considerations, with numerous examples, for planning and executing different direct mail programs.