Posted By Seamus Barton
Try These 3 Email Marketing Tactics In Your Next Direct Mail CampaignWith marketers looking to reduce their marketing budgets, it is becoming increasingly important to implement integrated marketing strategies that optimize each advertising channel and maintain multiple touch points. The mass appeal of direct mailing across demographics makes it a suitable form of marketing. But researchers argue that it takes about four consumer touch points through direct mail marketing to get a response, and creating a campaign that includes social media and email marketing increases the likelihood of reaching your goal. Here are some email marketing tactics that can work well with direct mailing:
- Persuasive call-to-action Having a persuasive CTA is arguably the most important element in your marketing campaign – from website, to email, to direct mail piece. The CTA should not only be direct and easy to understand, but also tailored for each marketing channel. For direct mail pieces inviting prospects to a new location, your CTA can be in the form of a pre-stamped postcard allowing recipients to RSVP for the opening day event. You can include a URL to direct recipients to your website or social media page, or include coupons or response cards to encourage a specific response.
- Provide unique value Most consumers subscribe to email marketing so they can be among the first to know about special offers, events, and other incentives. Direct mail can also be used to offer similar value and reward customers for their loyalty. You can, for instance, send customers and prospects coupons for exclusive in-store deals. If you add new products to your store every month or season, you can also send your customers a catalogue of the newest products and/or seasonal items they can find in your store during that period.
- Experiment, test, iterate Email marketers routinely test their email campaigns. This can also help to optimize direct mailing campaigns by identifying the kinds of direct mail pieces that deliver the most engagement from customers. You can test new direct mail campaigns by creating sub-lists and tracking codes and then targeting a segment of your list and tracking the results. You can test several strategies this way, and then apply the best performing campaign to the rest of the list. Some of the best results come when online marketing is coupled with offline marketing to produce a seamless marketing strategy that extends from the recipient’s front door to their email inbox.