The ‘E’ Connection
PF: What tips can you share for maximizing the synergy between e-mail and direct mail?
JJ: My most valuable tip is actually just a reminder for direct marketers: Test and track results. That’s how you’ll know, for example, if you should send the e-mail first or drop your mail piece and follow up with e-mail. Just because it’s worked one way for someone else doesn’t mean that’s how it’ll work for you.
Also, when you’re doing a multichannel campaign. have similarities in the look and feel of your messaging at every touchpoint. It reinforces your brand, strengthens customer relationships and adds value to every contact you make. The end result is more sales because your customer recognizes you, values what you offer, and trusts what you say and do.
For readers who want to learn more, Jennings answers questions in eM+C magazine’s “eAnswer” feature http://www.emarketingandcommerce.com/story/2008-03-04-eanswers and her ClickZ column http://clickz.com/showPage.html?page=3622788 includes an interview with yours truly, discussing why and how to add direct mail to an existing e-mail program.