Two Mailboxes Are Better than One (688 words)
Take venture capitalization. Wouldn't it be cost-effective to follow up on that targeted direct mailing with an e-mail message? Instead of a telemarketing follow-up, an e-mail impression may entice the consumer to respond. Or, direct marketers can try the list waters with e-mail tests, which are much less expensive than a direct mail package, and the results are immediate. A direct mail test then can be pursued using that very same list. Both campaigns can be evaluated independently, or multiple test cells can evaluate the effectiveness of one campaign supporting the other.
E-mail lists abound, yet how many of them allow for simultaneous messaging to both consumer mailboxes: traditional and e-mail? Direct marketers now can venture into the uncharted frontier of integrated precision-marketing solutions. Several examples come to mind.
Expired files historically have shown little ROI, no matter the amount of venture cash pumped into them. Try converting them to e-mail addresses. Postal address expires can be matched to e-mail append files.
As a result, a recapitalization has been achieved, suggesting that the segue from the postal mailbox to the electronic is a low investment and offers a high potential ROI.
If you're a Web marketer and have amassed buckets of e-mail addresses, but no postal addresses, allocation of your media dollar is limited. But if you match your e-mail file against a consumer data source that has e-mail and postal addresses, you're also in the pink, with two media channels to test.
Only 7 percent of Web pages are accessed through search engines, according to Standard Media International. Those left standing in the wake of the Internet implosion—click-and-mortar direct marketers and a few pure-plays—understood the limitations of search engines. They strategically invested in dual mailbox currency to acquire new customers.
The fluid conversion between two different mailboxes; the ability to measure response, retention and customer value; and the necessity to understand the profit potential of each address all speak to the investment opportunities now available to direct marketers.