Working together is better. Some of the best marketing results come when direct mail is paired with email.
The challenge is figuring out how to combine email with direct mail effectively. Retailers can market with the two together by first direct mailing a quarterly catalog. Afterwards, they can email sale promotions and discounts for items in the catalog.
Here are some other ways you can use direct mail and email together:
- Reinforce a Call to Action. Send a direct mail piece with tracking. When the customer receives the piece, have an email triggered that reinforces the Call to Action.
- Expand your email subscriber list. Send direct mail to guide customers to a landing page. Use the landing page to collect their email address for your future campaigns.
- Use direct mail to re-engage. Send a direct mail piece to re-engage a customer who is no longer opening your emails.
- Reach shopping cart abandoners. Send a direct mail piece to a customer who has abandoned an online shopping cart. Offer them a special incentive for making a purchase either in-stores or online.
Direct mail and email shouldn’t be in competition with each other. When used together, they can ensure your message is delivered to your audience. After analyzing your marketing campaign’s performance, adjust as necessary. In other words, be sure to test, compare, test, compare, and test again!
Printed Mail or E-mail?
Which works better, “traditional” direct mail or marketing via e-mail? The short answer is that no one really knows, because both have been proven to work in various applications. Maybe a better answer, though, is that traditional printed/postal direct mail and e-mail can work together. Your audience probably includes people who prefer to be contacted via one or the other, so using both increases the likelihood of making a connection.
E-mail also costs less, which makes it an attractive option to many marketers. But there’s a catch, right? It’s pretty easy to buy a list containing postal addresses for any given set of demographics. It’s not as easy to find a list with e-mail addresses for all of those people.
Here’s a thought, though. How about a campaign that leads off with a printed postcard, featuring an offer which involves a chance to win something of high perceived value. Visit our website and register for your chance to win an iPad! Every e-mail address you capture gives you two ways to reach that prospect or customer in the future.
And here’s an even greater benefit. At the registration site, you can ask for even more data that can help you to tailor an offer that will appeal to that individual. Don’t overdo this, no one wants to get to your website and be faced with 50 questions. But just two or three key questions could make a very big difference in your future marketing results.