Studies have shown that you need to reach out to a potential customer up to seven times before they take action on one of your messages. So if you’re always using the same marketing channel to connect with your mailing list, you are probably not getting noticed. For example, what if you send seven emails, but some of your customers never check their accounts?That’s why you should use a variety of marketing channels in your campaigns. You’ll increase your chances of using the right channel to connect with the right customer. Here we will focus on two top-performing marketing channels: email and direct mail.
3 Ways to Combine Email and Direct Mail to Increase Your ROI:
1. Send a teaser email before a postal mailing: If you’re planning a big direct mail campaign, you can create excitement for it by emailing your list ahead of time and telling them to look for something special in the mail. This can be a good technique if you’re sending a new catalogue or unique gift.
2. Follow up your postal mailings with email: If you send an enticing direct mail piece, your customers should take notice. But nothing guarantees you that they will take action. That’s why it is worth following up your postal mailing with several emails, in which you remind them about that direct mail piece, provide them with more information or offer them another discount. Doing this can reinforce your brand and get more customers to take action.
3. Use QR codes: Another way to boost your response is to include a QR code in your emails and postal mailers. This will allow customers to put your message directly on their mobile devices. If you offer them a discount with the QR code, they can use it the next time they visit your store or website.
Also remember that your customers need to find your message relevant and useful. The more you can relate your message to your customers’ interests and needs, the better your chances of success.
Next Steps
Learn how pbSmartTM Connections email marketing software can help you build, promote and grow your small business. Click here to learn more and take advantage of a FREE 60-day trial.
Loading ...
pbSmartEssentials.com is hosted by Pitney Bowes Inc. By using this site you agree that you are solely responsible for any comment you post to the Blog and you agree to abide and be bound by the Pitney Bowes TERMS OF USE.
Please stay on topic. We may redirect certain submissions if they are better handled through another channel such as customer service. With regard to the content of any submissions you make through this Blog, you agree to remain solely responsible and agree to not submit materials that are unlawful, defamatory, abusive or obscene. You also agree that you will not submit anything to this Blog that violates any right of a third party, including copyright, trademark, privacy or other personal or proprietary rights.
Pitney Bowes reserves the right to terminate your ability to use and/or submit posts to this Blog. Pitney Bowes may not review all postings and is not responsible for comments posted on this Blog. Pitney Bowes nevertheless retains the right to not post, edit a posting or to remove any postings in its sole and absolute discretion.