The term ‘marketing mix’ describes both the tactical and operational aspects of a marketing plan. Currently, two main marketing channels are used to reach prospective clients: digital and direct mail. The greatest reach comes when you pair direct mail with email and other online marketing efforts. It seems that when these two methods are used in conjunction that the results increase exponentially.
How to Pair Direct Mail with Email
Let’s start by exploring how you can pair direct mail with your email to help build a list.
The first obstacle is, of course, getting your message to your customer. Direct mail outperforms email in this area, simply because it can never be considered “spam.” If your target has a mailbox, they will receive your mailing. The postal carriers do NOT re-route mail based on some arbitrary criteria. If you use a ‘purchased’ list with available email
If you use a ‘purchased’ list with email addresses and send the email under your name and email address, it is SPAM email. Any mail sent to a recipient who has not opted in can be considered SPAM. The list you are ‘renting’ may even be a legitimate opt-in list, but if so, the list owner needs to deploy the email from their email address. This makes no sense. You want your mailing to come from you.
If you used the same list with direct mail: a) not contravene the SPAM laws, b) get your message through to the target. And, while it may be considered unwanted mail by some, it is not illegal.
- You will not contravene the SPAM laws.
- The message will get through to the target.
- It is not illegal.
Most importantly, you have the opportunity to build your email list legitimately. You can capture contact details from recipients who call or visit a pre-established landing page. These people can be led to your digital channels where you can further connect with them.
The Cost of Direct Mail
Will your initial costs be higher using direct mail versus email? At first blush, perhaps. But when you look at things from all angles and then do the numbers, you won’t just be pleasantly surprised; you will find that you have created a real return on your marketing investment.
Don’t compare one marketing tactic against another, combine them, and you will gain two important rewards from their powerful synergy:
- A higher direct mail response rates, resulting in an increased ROI from your marketing investment,
- An opt-in email list of individuals who are genuinely interested in your marketing message, and to whom you will be able to legitimately send recurring, less costly email messages in the future.
1 DMA 2010 Response Rate Report.
2 March, 2012 issue Target Marketing Magazine comparing marketing methods used in 2012 vs 2011.
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