How to market with direct mail and email together

Working together is better. Some of the best marketing results come when direct mail is paired with email.

The challenge is figuring out how to combine email with direct mail effectively. Retailers can market with the two together by first direct mailing a quarterly catalog. Afterwards, they can email sale promotions and discounts for items in the catalog.

Here are some other ways you can use direct mail and email together:

•  Reinforce a Call to Action. Send a direct mail piece with tracking. When the customer receives the piece, have an email triggered that reinforces the Call to Action.
• Expand your email subscriber list. Send direct mail to guide customers to a landing page. Use the landing page to collect their email address for your future campaigns.
• Use direct mail to re-engage. Send a direct mail piece to re-engage a customer who is no longer opening your emails.
• Reach shopping cart abandoners. Send a direct mail piece to a customer who has abandoned an online shopping cart. Offer them a special incentive for making a purchase either in-stores or online.

Direct mail and email shouldn’t be in competition with each other. When used together, they can ensure your message is delivered to your audience. After analyzing your marketing campaign’s performance, adjust as necessary. In other words, be sure to test, compare, test, compare, and test again!