Even in the web world, print is still your friend. That’s why it’s a good idea to use a direct mail campaign to reinforce your web marketing. For example, send a printed piece to your mailing list to alert them they will soon receive an email announcing a big sale, new inventory and so on. Likewise, you can send out direct mail to follow-up on your email marketing.
When we have done this for our clients, we have seen as much as a 24% boost in the overall return.
You can even make excellent use of the medium by delivering a tactile, dimensional or scented piece – reaching consumers on a more sensory level, something the Internet can’t accommodate. If done right, direct mail can be a valuable part of your marketing mix. And the more you touch your consumer – and the more integrated channels you use – the better.
