Direct Mail, Email and the Web
There is no “OR” in that heading! Combining print and electronic channels in your marketing efforts is a proven method to increasing the success of your marketing campaigns.
While using multiple channels in a marketing effort may increase the time needed on your part, it does not need to be hard. In fact, you want to use similar creative on your print piece, email, and landing page. The messaging and call to action on the different channels should be consistent.
Thus, you need to think of your target audience and come up with content and creative, create your direct mail piece, email, and landing page. Once you have those assets ready, it’s time to execute. Here is a sample campaign idea for targeting your prospects across multiple channels, multiple times:
Week 1:
- Direct Mail (1) – Personalised landing page drives people to on-line response
- Email (1) After mailing drop, email is sent with link to landing page
Week 2:
- Direct Mail (2) to non-responders – General URL drives people to landing page
Week 3:
- Direct Mail (3) to non-responders – PURL drives people to landing page
- Email 2 – to non-responders
But more than that, you can also combine multiple channels by using auto-responders. For example, let’s say someone responds to the PURL from the direct mail piece. On the landing page, they answer a few questions regarding what they’re interested in.
Well, as soon as they hit Submit, an email could be automatically sent to that individual. The email may thank them, and also provide links to PDFs related specifically to what they expressed an interest in.
Yes, in a scenario such as this, you are reaching out to people multiple times and across multiple channels.
Sure, some people may opt out. But that will happen in any marketing effort.
Overall though with this approach, you will greatly increase your chances of converting these people from targets into members of your prospect database.
