Five Must-know Facts About E-mail and Direct Mail
At True North, Feinstein says they only use e-mail for marketing purposes when they have the customer’s e-mail address and permission. “If we don’t, we send direct mail. In a recent program we did for a credit union, both the e-mail and direct mail drove customers to the same landing page,” he illustrates.
Meanwhile, because consumers see direct mail as being safe, Feinstein declares that direct mail remains the great way to get into a home where you’re not yet invited.
4. Still, Two Channels Is Usually Better Than One!
“Today, more companies are using both channels,” affirms Stein, who mentions a major business software marketer that uses both direct mail and e-mail in its upgrade campaigns. Also, he says both Philadelphia magazine and Boston magazine use free e-newsletter subscriber lists to generate magazine subscriptions very effectively, with direct mail still working as the mainstay.
Bly recounts a similar experience when the tag-team approach works well. “In one-step direct response, the direct mail promotion is used to make the initial sale. We then use some method to get that buyer to give us his e-mail address with permission to mail to it—for instance, by offering to e-mail him a link to a free bonus report that’s a downloadable PDF,” he recounts. Once the company gets his e-mail, it now can manage his account and cross-sell and upsell him mostly or totally online, eliminating the cost of paper direct mail.
5. Different Channels Equal Different Offer, Information and Copy
If you are planning on employing both channels in your next campaign, or want to overhaul or tweak your current one, you should be aware that e-mail and direct mail require different treatments if you want to reach the audience properly.
“Offers become a more important part of the success equation in e-mail. Like DRTV, it’s a more rapid channel. You don’t have time for lengthy ‘reason why’ copy to convince someone to respond,” states Stein.