When email and direct mail join forces, their combined strengths can really put some POW in your response rates and give your business or nonprofit greater ROI. Here’s how:
Email first, followed by direct mail
Time Inc. sent prospects an email announcing a special subscription discount offer that was coming in the mail soon. The email showed a picture of the direct mail package so that recipients would take more notice of it when it arrived. The package was sent about a week later. Result: Greater response than if only email or only direct mail had been used.
Direct Mail first, followed by email
Email marketing is so popular these days that cluttered inboxes are becoming a problem. Plus, research shows that emails are opened at much lower rates than direct mail. How do you fight those obstacles? Some marketers are sending direct mail — such as a postcard — to alert prospects to a special offer, followed soon after by an email with all the details. Result: Improved email OPEN and CLICK-THROUGH rates, and improved response.
Powerful takeaway for you:
Today, to get people’s attention, it pays to give your message double exposure by synchronizing email and direct mail so they work in tandem. You gain more mindshare, too, when you brand your campaign with a consistent look and feel across channels!