Direct Mail & Email Marketing – An Effective Tandem
Email Blasts and Direct Mail- Working in Tandem
Looking back on the evolution and advancement of technology in communications over the past twenty years, one would assume that direct printed mail, dispersed the old-fashioned way via the postal system, no longer continues to serve a purpose. While both avenues of communication have their own advantages and disadvantages, employing them to work in tandem may result in an increase in your sales.
The Effectiveness of Email
Email remains one of the most powerful avenues through which a business can market its goods and services. Fast, effective, convenient, easily accessible, and “green”, email is undeniably an effective marketing tool, especially now that practically everyone has a mobile device and can check emails remotely. An enticing subject line, a catchy and cleverly-worded message, and effective calls to action can get your customers’ attention like nothing else.
Email blasts are an excellent way to reach your loyal customers who have opted-in to receive your company’s email subscription. Including calls to action in your email blasts has the potential to ignite a positive chain reaction of events.
Your potential customer:
- Clicks a link
- Surfs your website
- Searches for something specific
- Reads any available reviews
- Hopefully makes a purchase
The Call to Action
Other calls to action include enticing a customer to make a special, limited-time purchase, having them sign up for a newsletter, and prompting them to print out a coupon.
The Continuing Relevancy of Printed Mail
Despite all the wonderful attributes of email, direct mail continues to serve a purpose. Some people still love the “touch and feel” of paper in their hands, especially an aesthetically pleasing printed piece. Sometimes, a paper product encourages a more leisurely review of offerings. In some cases, you may only have a customer’s mailing address, and not their email address, so direct mail is the only way to reach them. Also, certain demographics of the population aren’t tech savvy and prefer traditional methods of communication. Direct mail is, undoubtedly, still relevant.
Integrating Email Blasts and Direct Mail
A recent blog post by Harvard Business Review featured a case study that showed that the combination of direct mail and email had a higher response rate than either channel alone, and also had the highest order total. So, how can email blasts and direct mail work in tandem to boost the results of a marketing campaign? One of the best techniques is to use email to clue the customer in to the impending arrival of a direct mail piece that includes a special offer. Using this teaser to get your customer’s attention is one of the most fun and effective ways for these two modes of communication to tag team and get the sale. Make sure the printed mail piece also includes calls to action, like QR codes to guide customers to your various social media pages, or the suggestion to sign up for your email subscription.
Email and direct mail stand alone as great marketing tools, but working in tandem, they can boost results and possibly increase your customer conversion rate. Contact Intell Printing today to find out how we can help you integrate these channels to help grow your business!
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.