Want to increase the results of your direct mail campaigns?
Try a combination of print and email. It’s a powerful “one, two” punch that can really deliver.
Why would having an email address make such a difference? Let’s look at three reasons.
- Customers who provide email addresses tend to be more engaged with your company. Not that providing the email address, in itself, makes the customer more engaged. It’s because they are more engaged that they are more likely to provide this information. An email address can be an indicator of engagement.
- Customers providing email addresses self-select themselves as being more receptive to your marketing. By providing their email addresses, customers are telling you that they want to hear from you.
- Customers who provide their email addresses are more open to additional marketing “touches.” More touches means more results.
We see this two-step process producing results every day. By combining variable printing with email and an online registration process, one association, for example, was able to triple the attendance at its annual summer conference. In another example, a software manufacturer sent a follow-up email to non-responders to a print campaign, personalized using the same rules as the print mailer, and sales of its targeted products jumped 81%.
Of course, there are other elements to successful direct mail campaigns beyond using the dual punch of print and email. Still, this combination is a key aspect of many campaigns’ success. It’s no wonder that direct mail with email follow-up has become almost the de facto standard in multichannel marketing today.
Don’t have your customers’ email addresses? No worries. Web site registration, personalized URL campaigns and email list purchases are all techniques you can use to gather the missing information.
About BFC
BFC is a single source provider of variable data and offset printing, complex fulfillment, pick and pack services, and technology solutions to automate and create efficiencies relating to print and electronic communications. With more than 40 years of industry experience, we’ve built a reputation as experts in our industry and a valued resource for our clients. We have created long-lasting relationships and mutually rewarding partnerships.
