Want to
increase the results of your direct mail campaigns? Try a combination of print
and email. It’s a powerful “one, two” punch that can really deliver.
Why would
having an email address make such a difference? Let’s look at three reasons.
- Customers who provide email
addresses tend to be more engaged with your company. Not that providing the email
address, in itself, makes the customer more engaged. It’s because they are more engaged that
they are more likely to provide this information. An email address can be
an indicator of engagement.
- Customers providing email addresses
self-select themselves as being more receptive to your marketing. By providing their email addresses,
customers are telling you that they want to hear from you.
- Customers who provide their email
addresses are more open to additional marketing “touches.” More touches means more results.
We see
this two-step process producing results every day. By combining variable
printing with email and an online registration process, one association, for
example, was able to triple the attendance at its annual summer conference. In
another example, a software manufacturer sent a follow-up email to non-responders
to a print campaign, personalized using the same rules as the print mailer, and
sales of its targeted products jumped 81%.
Of
course, there are other elements to successful direct mail campaigns beyond
using the dual punch of print and email. Still, this combination is a key
aspect of many campaigns’ success. It’s no wonder that direct mail with email
follow-up has become almost the de facto standard
in multichannel marketing today.
Don’t
have your customers’ email addresses? No worries. Web site registration,
personalized URL campaigns and email list purchases are all techniques you can
use to gather the missing information. Why not talk to us about expanding your
next campaign to include email?
Jeff Lampert
Director of Marketing & Business Development
--John D. Rockefeller
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