For opt-ins, direct mail has tangible value

Share this article:
Debbie Simpson, president, Multi-Craft
Debbie Simpson, president, Multi-Craft
Research shows that customers who interact with you over multiple channels are more loyal, purchase more and are more profitable than those you interact with over a single channel.

As such, email remains an important part of the marketing mix and is a cost-effective tool for customer retention and the nurturing of existing leads. While email has a “free” feel to it, the channel is diluted and it is not always looked upon as having value because emails are easily disposed – one click and they're gone. Direct mail, however, is still looked upon as having value, and it is the only media still delivered by hand. Most recipients are accepting of targeted, opt-in emails and although the construction of opt-in lists takes longer, marketers are rewarded by obtaining a higher yield of strong leads.

Fifty-three percent of all respondents in an Epsilon study from last year said they pay closer attention to information they receive by postal mail compared with email.

Targeted prospects that are new to your sales funnel will prefer direct mail. Better results can be attained by segmenting your list and optimizing the marketing message for each targeted group. The more relevant variable data and graphics the direct mail piece contains, the higher your response rate will be. Those respondents can then be directed online and into your sales funnel. At this point you can then begin effective email communication with them.

According to the Direct Marketing Association, 33% of consumers go online to respond to direct mail. If personal URLS and landing pages are used, this response rate can increase 20-30%. Properly timed and planned uses of direct mail and email can maximize the results of your direct marketing campaigns. Each channel has value in differing capacities, but be aware of your target recipients, cost and the message when deciding how to incorporate direct mail or email in your marketing plans. More often than not, some mix of the two will prove most effective.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in The Inside Scoop Blog

Don't Get Off the Ride

Don't Get Off the Ride

Too often we move on to the next lead generation campaign before the previous one has realized its full potential. Here's why that's a bad idea.

Winning in the 'Age of Me'

Winning in the 'Age of Me'

Despite all the strides we've made in data science, many brands still segment their customers using very broad strokes. But that needs to change.

Get Your SEO Strategy in Gear

Get Your SEO Strategy in Gear

You need to protect your business from the vicissitudes of the changing search landscape. Here's how.