When you combine email and direct mail into one marketing campaign, you have invented a very powerful tool. Together, they can double response rates. When you are sending emails or direct mails for the first time, those first impressions mean everything. And your message needs to be reinforced, many times on many different platforms. You win in marketing when the decision maker you want to influence sees you as a recognizable brand. Digital marketing is commonplace in today’s business world. But, to add regular old fashioned received right into your hand mail gives the receiver the one two punch needed to make an impact on decisions. Email and direct mail together creates the maximum marketing benefits. It is essential to make your marketing strategies as diverse as possible. Direct mail is an incredible partner of email marketing.
People interact with physical mail and email differently. A through the post office mailpiece is a singular entity and must stand on its own. Just one piece of direct mail through the post office must be multifaceted because it has a lot of jobs to do all at once. It has to grab the attention of the reader immediately, be interesting, provide multiple calls to action, show features and benefits, comparisons and charts all in one space. Emails on the other hand, need to encourage people to click on links to learn more about the company, the message and the product. The designs for an email can be simpler than a through the mail piece because whoever is viewing them is already on a computer or mobile device. This means the viewer can click links to get more information. Emails create interest that will draw the recipients in without overwhelming them with too much information at one time.
Emails and regular mail need to both have similar designs. The brand you have created needs to stay consistent across all platforms for identification. You do not have to have all of your marketing pieces exactly the same, but should complement each other with the use of the same colors, logos, websites, social media pages and message. You want to make sure that you are sending out the right message to the right people no matter what form the mailings take. Pairing direct mail campaigns with email should use the same demographic data. Set a monthly budget and deliver the message to the ideal prospects via mailbox and email and prospects will see an ad in their mailbox and inbox. Using cross-media tactics produces a much better response rate, typically 25% or higher than direct mail alone. You also gain more qualified leads as well as increased traffic to your website and social media platforms. Keep track of your statistics, numbers and responses because digging into the data allows you to learn more about your customers so you can then optimize the information in future campaigns.
In today’s digital age, email is one of the easiest, cheapest, and most convenient ways to market to a broad audience. If you’re wanting to reach individuals but perhaps are unsure of whether you’d like to do direct mail to people’s mailboxes, we at Everest Direct Mail and Marketing, can help you create a virtual mail campaign directly to people’s inboxes instead. With our highly skilled copywriters, we can create interesting and attention-grabbing emails to send out to prospects. We can create a full email marketing campaign, with follow up emails and automatic response emails that lead the clients directly to you. These emails can be highly personalized with merge fields specific to the person being emailed, just like a direct mail campaign. You can hyper-target the recipients through a detailed list and set up an exact schedule these emails are to go out.