Think you need to choose between print and email? Think again! Rather than competing with one another, print and email can work together to boost the results of your marketing campaigns in a way that each cannot do on its own.
Let’s look at a few examples:
Re-engage disengaged contacts
You’ve been building up your email list for some time, but inevitably, people will disengage. They get too many emails. They get interested in a competitor’s product. Next thing you know, they are listed as “unengaged contacts” or have unsubscribed altogether.
While the disengaged become contacts you don’t want (or should not) email to, you can re-engage them with direct mail. Print pieces don’t require opt-in and don’t get caught in spam filters. Plus, they’re just plain fun to receive. So create a “win back” campaign: “We Miss You! Here’s 20% Off.” Send targeted, relevant direct mail with an offer they can’t resist.
Follow up with email non-responders
Send your next marketing offer by email first, then follow up with non-responders using direct mail. This makes the most of your marketing budget by sending only to people who haven’t already responded another way.
Mail to targeted lists
With email, you know who is responding to which links in your emails. Even if you have a marketing database with names and addresses only, you can learn a lot about people by what they click on. Then you can use those email lists to create targeted mail.
For example, say you are a clothing retailer introducing a new line of spring blouses. If you aren’t tracking past purchases, how do you know who to send to? Try going back into your past email sends to see who has viewed blouses in the past. Or who has viewed a specific style of skirt or pants that would look great with your new introductions.
Generate excitement around and upcoming piece
Getting ready to send a timely offer by direct mail? Schedule an email to arrive a day or two before so your audience knows to keep an eye out for it: “Check Your Mailbox! Don’t Miss This!” Sometimes recipients will set their mail aside to look at later. By priming the pump with email, you can increase the chances that your direct mail will get seen in time.
Direct mail and email are terrific complements to one another. So don’t think of them as competitors. Think of them as partners.
Talk to us about how you can combine print and email in your specific situation with your audience to turbocharge your results. Get in touch to learn more about combining direct mail and email marketing for your company.
