Email vs. Direct Mail: Why Choose Just One?
How many times have we all heard that the Postal Service and Direct Mail is dying, that people just aren’t sending mail anymore? Such a message is so pervasive that it’s hard to ignore, but many savvy marketers are realizing that this development creates opportunity. People are not getting much mail, so why not send personalized marketing materials through mail and let your message stand out?
One study found that most business professionals receive over a hundred emails per day, but only received personalized mail about once every two months. Although exacerbated at the business level, the paradigm translates to homes as well. Across the country, paper mail has taken a back seat to email. Email has obvious advantages — it’s cheap, it’s easy to follow up, people check their inboxes constantly. But, paper has its advantages too — it catalyzes a tangible reaction, it conjures a feeling that a company is “official” and trustworthy, and it evidently is used less often and is therefore more noticeable. The best marketing approach requires using email and direct mail in tandem.
For example, a direct mail thank you card for a purchase online can go a long way towards building a relationship with a customer. A flyer in the mail asking if a customer had trouble completing a purchase or incentivizing that completion when a customer abandons his or her shopping cart can also prove valuable. A piece of mail can also help re-engage customers who have stopped opening your emails.
On the flip side, an email following up about marketing materials sent in the mail also can be a tool to help complete conversions from prospective to repeat customer.
Speaking of conversions… that brings us to the keys for success with a synergistic direct mail/email marketing campaign:
- Make sure you have good data: you can’t afford to waste valuable marketing dollars sending mail to people who don’t fit your customer demographic — make sure you have a valid list and corresponding email addresses so you can easily track conversions/purchases.
- Stay true to your brand: it should be easy for a mail recipient to identify your company and associate your direct mail with your email. Use the same message, fonts, colors, logos, etc. to create good brand awareness.
- A personalized touch: remember what we mentioned earlier — people don’t receive much personalized mail. When used correctly, a personalized combined email/direct mail campaign will garner higher response rates, so you can afford to invest the time to speak directly to each recipient. Building trust and evoking empathy are pivotal.
Messages delivered through printed personalized direct mail are ten times more likely to be read than email messages, according to 2015 DMA Response Rate report. Remember, the dearth of mail in people’s mailboxes means an opportunity for you to shine through with a personalized offer and eye catching design.
Contact your Intelligencer sales representative or email us at Myteam@intellprinting.com to find out how we can help your company/organization stand out!
Intelligencer became one of the oldest printing companies in North America by constantly improving and innovating printing, direct mail, fulfillment and customized services. We don’t rest on our 200 years of experience. Intelligencer continually pushes the boundaries of technology to provide the latest advances in the art and science of printing. It’s no wonder we’re the preferred print supplier for so many Fortune 500 companies throughout the Northeast and Mid-Atlantic.