Why Churches Still Use Direct Mail for Evangelism.

Even though people don’t check their mailboxes as often anymore, many churches still use direct mail to promote their events. Years ago, sending out 30,000 brochures could bring in hundreds of guests to evangelistic meetings. Back in the 1990s, response rates were much higher—about 4 out of every 1,000 people responded. But today, response rates are less than 1 per 1,000, and the cost of mailing has gone up. Fewer people check their mail regularly, too. In 2006, 98% of people checked their mail daily. Now, that number has dropped to 60%, and younger generations like Millennials and Gen Z check it even less often.

So, why do churches still use direct mail? Because it’s the only way to make sure every home gets an invitation. Digital ads, billboards, or signs can’t guarantee that everyone will see your message. Direct mail also has a physical presence. A flyer can sit on a kitchen counter as a reminder or be taken along to find the event location.

A study from Liberty University showed that while fewer people sign up for events from direct mail compared to social media ads, those who do are eight times more likely to attend. In fact, 45% of people who pre-registered from direct mail actually came to the event, compared to just 5.9% from Facebook and Instagram ads. When comparing costs, the price per attendee from direct mail is only slightly higher than that of digital ads. That’s why using both direct mail and digital ads together has shown great results.

If you’re planning to use direct mail for your next event, remember that it needs to be sent out earlier than before. With many people checking their mail less often and postal delivery times increasing, it’s best to send your mailers about two weeks earlier to make sure they arrive on time.

At SermonView, we send millions of mail pieces every year for churches, and while it’s challenging, direct mail still works. If you want more guests at your event, direct mail should remain part of your strategy.

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Pastor, I know your job is tough, and you might face constant criticism, but remember that where God calls, He provides the strength you need. You’re in this role for a reason, and He’ll give you what you need to fulfill your mission.

Stay encouraged, I’m rooting for you!