In many of today’s corporations, marketing channels such as e-mail, direct mail and other traditional media often exist in separate silos with each channel operating independently, sometimes even in conflict with the others. Some organizations do manage to maintain a consistent message across channels, but the individual channels often do little to support common goals.

1. Give prospects something to look forward to. A personalized e-mail sent before your drop creates anticipation by alerting your target audience to a direct mail offer on the way. Your prospects know to look for your piece and are more likely to recognize it when it arrives.

2. Provide another look, another chance and another response channel. With limited time offers, an e-mail sent after your drop can provide a brief reminder about your direct mail offer and the deadline, as well as give prospects a fast, easy way to respond.

3. Put personalized power into response rates. A recent Direct Marketing Association (DMA) study revealed that 42 percent of direct mail recipients prefer to respond online. Instead of a one-size-fits-all mail piece and business reply card, use customized direct mail to invite prospects to visit a personal URL, or PURL, such as www.johndoe.greatvendor.com. PURLs provide a personalized introduction to your company and a unique marketing message for each prospect.

4. Gather PURLs of wisdom. While visiting “their” PURL site, prospects can also be encouraged to complete a survey revealing their individual preferences, wants and needs or to opt-in for e-mail communications. This data allows marketers to craft the more precisely targeted offers and personalized communications that can lift your response rates in both traditional direct mail and e-mail marketing.

Then use e-mail to optimise your direct mail budget

A coordinated effort using direct mail and e-mail could help trim mailing budgets. Send an inexpensive postcard to alert clients or prospects that personalized offers and information are available and can be accessed electronically. Clients can then log in to a secure personal URL (PURL) to retrieve information or elect to receive the message by secure e-mail. Most will appreciate being given the choice too, knowing its a “greener” option.

CONTACT EAST COAST GRAPHICS TODAY TO GET STARTED