A Match Made In Marketing Heaven: Direct Mail + Email

While we obviously have a soft spot for Direct Mail marketing, that doesn't mean other marketing channels don't play an essential role. In fact, when Direct Mail is combined with email, the results can be truly powerful. Using marketing channels together can be far more effective than using them individually. Direct Mail and Email marketing can compliment each other perfectly when executed well. An omnichannel strategy not only boosts brand awareness but also drives sales and helps guide potential customers through your pipeline. 

Let's explore some best practices for integrating Direct Mail and Email into your marketing strategy. 

Best practices for combing Direct Mail with Email

Creating a seamless marketing campaign that blends Direct Mail and Email Marketing requires planning. Here's how to get started:

1. Use Direct Mail to introduce your brand; 

Kick off your campaign by sending Direct Mail postcards to build brand awareness. By including a clear call-to-action (CTA), like visiting your website, you can capture prospects' email addresses for future retargeting efforts. 

2. Time your Emails and Direct Mail properly; 

Emails are ideal for sending time-sensitive announcements such as flash sales. Direct Mail, on the other hand, works well for product reviews, early access to sales and promotions and other less time-sensitive announcements. 

Through timing both channels strategically, you can target customers both online and offline. For example:

• Send out a Direct Mail piece in early November to promote your upcoming Black Friday sale, followed by an Email reminder on the day prior to the event. 
• After a customer makes a purchase, send them an Email requesting a review, and then follow up with a Direct Mail postcard offering a discount on their next purchase. 

Synchronizing your efforts will help you craft a more engaging customer journey and optimize your marketing impact. 

3. Experiment with different formats; 

Don't be afraid to experiment with Email and Direct Mail designs until you find the correct format for your audience. Try sending a letter format for Direct Mail, allowing you to provide more detailed information, while pairing it with a brief email featuring a clear, concise CTA. 

And don't stop testing there...Test elements like messaging, images and CTA's across both channels. This allows you to gather valuable insights into what resonates most with your audience. 

4. Let your customers tell you what they want 

Finally...allow your customers to choose how they want to hear from you - whether it's through Email, Direct Mail or both! Also, give them the power to select how often they'd like to hear from you. Through respecting their preferences, you'll build trust and enhance their experience with your brand. 

Conclusion

Integrating Direct Mail and Email Marketing can elevate your campaigns to new heights. With careful planning, strategic timing and ongoing testing, you can boost engagement, strengthen customer relations and drive better results.