How to flawlessly integrate email and direct mail into your strategy

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While email marketing remains the top gun among digital marketing channels, direct mail stays alive and has the potential to deliver leads and sales. These two powerful weapons can be properly integrated in the strategy to secure the highest ROI. Here are some tips to consider.


Remember that consumers are on different platforms every single day. Marketing campaigns integrating direct mail into at least one digital media actually attain a 118 percent lift in response rate versus using direct mail only. The main key is to integrate the same content within email and direct mail campaigns, allowing the messaging to resonate with the customer across all platforms and keep him or her engaged throughout the campaign.


Apart from delivering information in both channels to reinforce the message, have every communication build on the previous one. Direct mail can be used to emphasize a key message or break up the anticipated routine. It can also initiate a conversation with users whose email addresses you don’t have yet, or with those who have repeatedly ignored the emails. You may also inject direct mail into automated email campaigns, potentially including sending a postcard or mailer to a prospect after an email leads to a landing page signup, download, or actual sale.
Image source: Pixabay.com 


Rather than think of these two marketing strategies as separate, leverage them together to produce winning campaigns and take advantage of multi-channel distribution.


eTargetMedia finds the perfect customers for its clients. With a team of marketing experts, the company assists clients in selecting the best audience, and then reaching them with thoroughly reviewed, engaging, and personalized email messages. Read more about the company’s services on this page.

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