How email and direct mail can work together for your brand
You may be surprised to hear it – especially from an email marketing company – but despite the eminence of digital channels, you should remember the importance of offline marketing, too.
Sure, direct mail can be expensive, especially when compared to the crazy-high ROI of email
. And to many, it may feel like an antiquated strategy. But when you combine it with channels like email, it can help you show consumers and prospects you're truly invested in them. Plus, since fewer and fewer marketers are using direct mail these days, it's a great way to stand out in our digital-first space.
Here are a few tips to help you create a campaign that reaches your audience both on and offline.
1. Keep branding consistent (but have some fun, too!)
To get the most from your multichannel campaign, make sure every design element works to build a cohesive experience
and amplify your brand awareness. Choose an aesthetic that works for both print and digital, and use the same imagery across the board.
You’ll also likely need a little out-of-the-box creativity when designing your direct mail campaigns in today’s competitive market. Similar to the inbox, mailbox real estate is hard to come by, and it’s become increasingly difficult to capture consumers' attention. In addition to a creatively designed postcard, pay special mind to your copy and the overall presentation. Throwing in a little swag never hurt, either!
2. Pay attention to the timing
The best part of combining multiple marketing channels is the ability to stay top-of-mind in more places, for longer. Don’t barrage them all at once with messaging from all sides: Instead, plan out a steady, intentional communication cadence. For instance, it could be:
Week 1: Initial email
Week 2: Direct mail package
Week 3: Email follow-up
Week 4: Call
3. Direct traffic to a single landing page
There’s no escaping the fact that a large percentage of conversions today happen online – so while you can (and should) include a phone number on your direct mail piece, also use it to drive traffic to a dedicated landing page on your website by including a short vanity URL.
Direct your email CTAs to the same URL you list on the direct mail – that way, you’re always funneling your audience to the same point, and the campaign remains easy to track.
4. Make sure you have a clear goal
If you're going to invest in direct mail, it's important that it's with a clear goal in mind and not just to check off a box on your to-do list. What can those goals look like? Well, here are some examples from our own experience:
Direct mail: Emma swag packages for our customers
Goal: Build brand loyalty; increase customer retention; nurture our most powerful advocates
Direct mail: Themed package for event leads in the restaurant industry
Goal: Encourage continued engagement after meeting at a conference; connect with those who haven't yet opted into email communications; drive conversions
Direct mail: A physical holiday party invitation for staffers
Goal: Connect with remote staffers; drum up excitement for the holidays; build Emma culture
By identifying your overarching goal ahead of time, you'll be able to more accurately measure the success of your campaign and improve upon the next one.
Have you ever launched an integrated email and direct mail campaign? We’d love to hear about it! Share your experience in the comments.
About the Author
McKenzie Gregory is the content marketing manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.
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