Email marketing and direct mail should be integrated
According to experts, organisations can increase their marketing returns by combining direct mail with an email campaign.
Despite email being an inexpensive and increasingly popular option, direct mail should supplement it as part of a combined marketing strategy.
Consumers still like to receive mail, as it’s tangible, real and can be looked at whenever they want, whereas email marketing can be deleted at the click of a button.
However, an integrated approach and consistent message using two different mediums can have a dramatic affect on the client or prospect, along with the success of the campaign.
Alternatively a combination strategy could also work the other way around, with an email being sent first as a teaser to let clients know that a direct mail promotion was to follow. This would then increase the likelihood of recipients looking at the direct mail.
As featured on businessstrata.com.
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