When you want to get a job done, you often need more than just one tool and they have to be the right tools that work together. The same is true of marketing. One marketing tool may not be enough to get the results you want. Spaghetti without meatballs and sauce leaves a lot to be desired.
On its own, email is not an effective tool for generating trust and engagement from your target audience, because it must compete with hundreds of other incoming messages. It’s also easy for your audience to delete your messages without even opening them.
In contrast, direct mail is an excellent tool for creating engagement and building trust. Its “open rate” is several times higher than email, and it can be used to drive prospects to a landing page online, via a shortened URL or a QR code. There, you can capture their name and email address in exchange for an ebook, white paper or other high-value informational content.
Direct mail and email: Better together
Combining direct mail with email in an integrated campaign leverages the strengths of both media types: A postcard or other mailer leads off the campaign, creating brand visibility and memorability. Follow that with a series of emails designed to nurture your prospects toward a sale. These messages should have a higher than normal open rate, because your audience will remember your brand from the direct mail piece. Cultivate, our company’s digital agency, has used this hybrid marketing technique with great success to identify and nurture prospective clients.
How to get the most out of an integrated campaign
Here are some tips to help you put this marketing tactic to work for your brand:
Reactivate dormant prospects: If your list contains people who have not responded to your emails in some time, sending them a direct mail piece may get them to re-engage with you. “Reactivating” people in this way usually isn’t possible with email.
Now’s the time to integrate your communications
It’s unlikely your competitors are using this type of integrated messaging approach. According to a February 2014 study by Ascend2 and Netprospex, only 25% of B2B marketers worldwide have direct mail that is integrated with email campaigns. That means a big opportunity for you!
Email and direct mail are both great ways to reach people. Just remember to use the right tool for the job at hand!