Combining your direct mail and email marketing campaigns is the best way to make the most out of your investment.
If you have had a chance to read our latest blog, then you already know that, in a fight between direct mail marketing and email marketing, direct mail would definitely come out on top. Although many people think direct mail has been made obsolete in the digital age, spam has convoluted email marketing in such a way that it can be difficult to get your audience to even open an email, let alone to respond to an offer in an email. But that doesn’t mean that you should completely ditch email marketing. In fact, when you combine your email and direct mail marketing efforts, you can take both campaigns to the next level. One study found that, when businesses combine direct mail and email marketing, their average order value increased by over three dollars and their response rate soared.
Tips for combining our direct mail and email marketing efforts:
#1. Keep your branding consistent.
Your brand is one of the most powerful tools you have for allowing your customers to instantly recognize who you are and what you have to offer, but in order to ensure that it stays effective, you need to ensure that you keep it consistent on all marketing materials. Make sure that all of the logos, slogans, colors and any other identifying design elements remain consistent across your mailers and emails. It’s also important to tie your direct mail and email marketing materials together by ensuring that they reference each other.
#2. Make the most out of your timing.
When it comes to a combined direct mail and email campaign, timing is one of the most important aspects of success. Ideally, you customer would get their direct mailer in the morning and a business email that afternoon, but when it comes to traditional mail, there are just too many variables for this to realistically work out for every customer. That’s why it’s best to stagger your efforts. Send your mailers out first, and then about a week later, send follow-up emails. It’s important to note that the mailers should always go out first because people keep physical mail around for longer than business emails.
#3. Use the data to your advantage.
One of the biggest benefits of combing your direct mail and email campaigns is the increase in data that you can use to better fine-tune your efforts. With direct mail, the data you have to work with can often be limited to purchase history, but with email, you can see everything from how long they looked at certain emails to which offers they responded to right away. This increased data allows you to create offers that are more targeted to your specific customers, which will help you see better results.
Although direct mail will beat out email marketing every time, email can still be a valuable tool for your overall marketing strategy. Make the most out of your direct mail campaign with email marketing and Worcester envelopes. We offer a variety of business envelopes to choose from, and you can even create your own custom designs. Shop with us today!