Creating Synergy Among Your Direct Mail, E-Mail and Web Site
More than 51 percent of all U.S. households now have a personal computer. And more than 60 percent of American adults have access to the Internet at work or at home.
While these numbers are encouraging, I caution you as direct marketers to be conservative in how you apply these statistics to your own marketing communications planning for customers and prospects.
Here's why: Just because someone has Internet access doesn't mean he or she is comfortable using the Web. And even if the person has a history of visiting your Web site or opening your e-mails, that doesn't mean he or she won't continue opening and responding to your direct mail, or continue browsing and shopping from your print catalog.
Savvy direct marketers will continue to explore, track and measure how their customers and prospects use different channels of communication and marketing to influence and accomplish their buying transactions. You don't know which channels individual customers prefer until they tell you with their actions.
That's why it's important to understand the value of integrating all your direct marketing communications to provide customers with a relevant, informative and seamless buying experience.
Following are some fundamentals that can help maximize the synergy of your direct mail, e-mail and Web site communications. The goal is to strengthen customer relationships.
Test, measure and track the results. It's the only way to know for sure what's right for your audience and offer. It's also an excellent way to stay informed about changes in your customers' behaviors.
Stay sharp. Because the Internet is an impulse medium, the response cycle to offers made on your Web site or in e-mail promotions is faster than with direct mail.
What works and is appropriate for another company and its customers aren't necessarily appropriate for you and yours. Visit other Web sites. Read your own e-mail carefully. Stay tuned to the tips you read in the direct marketing press, but remember the word "appropriate."