Best-Practices and Tips for Integrating Direct Mail Into Email Marketing Campaigns

Best-Practices and Tips for Integrating Direct Mail Into Email Marketing Campaigns

Laying the Groundwork The following sets of stats, facts, and tips support the wisdom of integrating direct mail into email marketing campaigns. The also provide some best-of-breed guidelines for effective ways to doing so. Adding direct mail to email campaigns makes good economic sense: Using the two channels results in an up to 35% lift vs. a single channel (source: IWCO). 57% of Millennials have made purchases based on direct mail offers (source: USPS). People have a stronger emotional response to physical ads and remember them better (source: Temple University, USPS). Because direct mail is tactile, it's harder to ignore. You can use QR Code barcodes, near-field communication (NFC), or augmented reality (AR) to link your direct mail piece to your digital campaigns. Direct mail offers additional real estate for delivering your marketing message. Workflows for Common Marketing Campaign Goals The following example campaign illustrates how you might combine direct mail and email into workflows to strategically accomplish key marcom goals: Workflow name: "Skim the Cream" Lead Generation Goal: Generate leads from paid or acquired email lists. Converting prospects into leads can be challenging.

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Laying the Groundwork

The following sets of stats, facts, and tips support the wisdom of integrating direct mail into email marketing campaigns.

The also provide some best-of-breed guidelines for effective ways to doing so.

Adding direct mail to email campaigns makes good economic sense:

  • Using the two channels results in an up to 35% lift vs. a single channel (source: IWCO).
  • 57% of Millennials have made purchases based on direct mail offers (source: USPS).

Direct mail brings advantages to a campaign:

  • People spend more time with physical advertising than digital (source: Temple University, USPS).
  • People have a stronger emotional response to physical ads and remember them better (source: Temple University, USPS).
  • Because direct mail is tactile, it’s harder to ignore.
  • You can use QR Code barcodes, near-field communication (NFC), or augmented reality (AR) to link your direct mail piece to your digital campaigns.
  • Direct mail comes in a variety of sizes and formats that can be used to attract attention.
  • Direct mail offers additional real estate for delivering your marketing message.

Use these five…

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