Tips to Make Direct Mail and E-Mail Work Together
Tips for your Tuesday - Everyone knows first impressions mean everything but your impression should be reinforced—many times, and in multiple channels—until the decision maker you want to influence sees you as a recognizable brand. Multi-channel marketing is about using various mediums to reach your customer. The more avenues of outreach used, the more chances of reaching potential customers. Multi-channel marketing will strengthen your brand, especially if your marketing campaigns maintain a consistent look or theme across channels.
Know your audience: Understanding your audience will go a long way in the success of strategically placed multi-channel campaigns.
Brand Consistency: By marketing across multiple channels, you are in control of your brand. This allows you to stay consistent and in charge of your reputation, in messaging and presentation, whether in print, online or on-air.
Create a Consistent Offer: Your e-mail HTML should contain the slogans, logo and other identifying marks used in the print piece, and the channels must reference each other. Similarly, the e-mail subject line must repeat the envelope copy or a prominent line in the postal piece.
Be Consistent on Your Website: Make sure your Website maintains the consistent design of your marketing materials. Feature the domain in every piece, link to it from your e-mails and make sure the site offers information on your products. Always create custom landing pages that are identical to your print offer or campaign.
Time Your Collateral: The first e-mail should hit a week after the postal mailing piece arrives (give or take a day or two). The printed piece goes first because it has a longer shelf life. E-mails should continue at regular intervals. The ideal, of course, would be same-day delivery, with the direct mail piece arriving in the morning and the e-mail in the afternoon, but that's unrealistic.
Frequency of Your Collateral: Brochures and catalogs should be mailed quarterly, accompanied by monthly e-mails. Postcards and other basic printed pieces can be mailed more often. Send two to four e-mails for every printed package. B2B purchases are less spontaneous than consumer ones. You want to be in the buyer's face so often that you get the sale when the time is right.
Create Multiple Touch Points: Touch points provide additional data that can influence future marketing efforts. Touch points can include social media, surveys, email newsletters, mail-in items, etc.
Create a Good Mailing List: This task is more complex in a multi-channel campaign. You may not be able to get e-mail addresses for all the postal records in your database or vise vista. You need to remember to select lists that have a postal and e-mail component so you can reach the same decision-maker.
Expand your Email Subscriber List: Send a direct mail piece with a designated URL to drive the customer to a landing page to obtain their email address for future communications.
Personalize & Segment: Use data to make the piece personal and the message relevant to the customer. Variable data can be used in both printed and electronic marketing pieces.
Have a Call-to-Action: Every piece in every channel requires a strong call to action. For direct mail, send them to a website or require an email address for giveaways. In email message always include links to your website or landing page. Tell readers exactly what to do, and direct them to a custom landing page that further controls their experience.
Testing: Test the effectiveness of your multi-channel efforts on an on-going basis. This not only means tracking results for multi-channel campaigns, but tracking results from a set group who don’t receive all the multi-channel outreach.
Always Track Results: Companies should always measure response rates, click-through rates and any other important metrics on both mail and direct mail. It will help them plan future campaigns, which creates better experiences for clients.
Direct mail and email never should be in competition with each other. When used together, it can help you better reach your intended audience and ensure the message you want to communicate is delivered. The success of a marketing campaign should not fall on the shoulders of a sale, but on the initiation of dialogue. Let the expects at Direct Marketing Solutions Show you how. Contact us at [wisSW_ClickNTap telephoneNumber="440-942-8803" type="telephone||text"][/wisSW_ClickNTap] or email Diane at DianeM@dmsoh.com