Postal mail, e-mail combo delivers double-digit response

Share this content:

E-mail marketing is not enough. You need to supplement it with old-fashioned, hard-copy postal mail. Tangible, direct and targeted, mail still has a valuable, strong pull.

When paired with an e-mail campaign, direct mail, which can be managed though the use of a mail tracking service to reach optimal in-home dates, can lead to double-digit response rates. Studies and surveys support the claim. Mail and e-mail delivered on the same day can lift your response rate above 10%.

Think about it. You've read article after article about how e-mail can stimulate your business, generate leads or subsidize your marketing program. But you know that when you launch that e-mail campaign, only 10% will open, then only 10% of that will click through the offer — and only then do you get customers willing to buy. So, despite the cost-effectiveness of e-mail, it is not enough on its own. Do you want to pay for a message that never reaches its intended audience?

While postal mail volumes might be shifting downward, mail still finds its way into consumers' hands more readily than e-mail marketing. In a survey performed by the Postal Service regarding consumers' relationships with their mail, 98% of consumers retrieve the mail the day it is delivered, and 77% sort though it immediately. This means a great mail piece with the right message can go squarely in the consumers' "to do" pile. I sure have one; it sits on a desk in my dining room and contains all of the bills and offers I receive in the mail. My wife and I look though them weekly to see if we can use them in the upcoming days.

Here is an example: A large clothing retailer put together a campaign to drive traffic to its stores. It sent out a targeted, timed e-mail to match the in-home date of a mailed coupon offer. This e-mail directed the recipient to look in their mailbox for a free tie offer. If they brought this mailed coupon to the store, they got the tie. The retailer discovered that customers who came in with the coupon also bought a minimum of two more items (usually a shirt and slacks).

Direct marketers need to have that e-mail campaign run in concurrence with a direct mail campaign. When you do this I can promise you at least a 10% increase in responses. Don't just take my word for it. Try it.

Ray Chin is VP of product development at GrayHair Software. Reach him at ray@grayhairsoftware.com.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above