Unique Content Article: {tukhoaseo} {autoblog}

Direct Mail and Email: A One-Two Marketing Punch!

by Keith Klamer

Long gone are the days when marketing pros argued over whether printed mail is more effective than email... and vice-versa. Today, they know the truth: both are effective -- and even more powerful when paired with each other in a synergistic campaign! The tools to coordinate a synchronized, multichannel campaign are now available, if not leveraged as much as they should be. There are five items to incorporate in your campaign: Branding, timing, the list, CTA (call to action) and analysis.

1. Branding

This is the heart of the campaign: the branding message. Your e-mail should contain the same slogans, logos and other identifying marks used in the print piece,and both channels must reference the other. For example, the email subject line should repeat the envelope headline or a prominent head in the postal piece. Keep the subject line REAL short-30 to 40 characters-and make it extremely benefit-driven. The "from" line should exactly match the name used on the printed piece. The channels have different strengths but the message should be the same in both. Create custom landing pages that are identical to your print offer. Feature the url in every piece and link to it from your e-mails.

2. Timing and Frequency

Entire books have been written about when to send email -- what day of week and time of day. While the answers are not clear, the statistics are compelling for the timing of a coordinated email/DM campaign: direct mail should come first, the email about a week later. The snail-mail goes first because it tends to hang around longer than email, which is usually either read, trashed or pushed out of sight in two or three days.

3. The List

The job of compiling a mail list for these kinds of coordinated campaigns is obviously twice as hard as other DM campaigns because you need a list with both kinds of addresses. Remember: always add the recipients name to the "Dear" line. This signals some kind of pre-existing relationship with the recipient. Avoid using too many graphics and pictures. And keep the size of your entire email under 60kb.

4. CTA

Make sure your calls-to-action are prominent in your campaign. In e-mail messages, use both text and image-based CTA links to ensure they can be viewed regardless of image blockers. The location of your CTA should be in the top third of your e-mail so it can be viewed in most preview panes.

5. Assessment

Many industry-types judge success by looking at results from each channel individually but that's a mistake. The total results are all that counts and are the only yardstick of success. For example, a customer may respond to an email because it's easier but he was actually closed by the DM piece. Or he may actually phone in his order after reading both the email and direct mail.

Both email and direct mail have to work in tandem for a successful campaign, and they should be judged that way.



Looking for more info on <a href='http://www.commercial-letter.com'>direct mail and email</a>? Visit <a href='http://www.commercial-letter.com/comlet/capabilities/'>our website</a> to see how effective these coordinated campaigns can be.

---------------------------------------------------
You are receiving this because you signed up for it on 2012-01-11 from IP
To fine-tune your selection of which articles to receive, just login here:

http://www.uniquearticlewizard.com/bloggers/

using your username:

To unsubscribe please use the following link:

http://www.uniquearticlewizard.com/unsubscribe.php?mail=chiakhoaseo.thanhcong@blogger.com&code=be8dd06bc389a1220ca7344b6083f28f
---------------------------------------------------
---------------------------------
New Unique Article!

Title: Direct Mail and Email: A One-Two Marketing Punch!
Author: Keith Klamer
Email: keith@net-ahead.com
Keywords: direct mail, email, marketing campaigns, business
Word Count: 492
Category: Marketing
---------------------------------

Posted in: