Results prove email plus direct mail in combination is the way to go for just about anybody trying communicate to their target audience today. That includes all kinds of small- to medium-sized businesses, fund raisers, churches, online only marketers or brick-and-mortar stores. You name it.
Thinking about doing both email and direct mail? Don’t wait. It’s the right way to go. Take a look at some recent reports on the kind of results you can get:
Multichannel Approach Improves Campaign Performance
- Marketers report an average improvement of 35% for multichannel campaigns (using print, email, and web landing pages) over single channel print-only campaigns.
- Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50% for personalized multichannel campaigns over static print-only campaigns.
- Multichannel communications also present a significant opportunity for print service providers to increase profitably. Two thirds of service provider respondents that offer multichannel services reported improvements in overall revenue as a result of multichannel communications, and half of these service provider respondents agree that campaigns utilizing print, email, and Web landing pages offer high, if not the highest, profitability among their services.
Lead Generation: The Bond Between Email and Direct Mail For Lead Generation 2008 Quantum Digital
“Email remains an important part of the marketing mix as a cost effective tool for retaining customer loyalty and nurturing existing leads. … Studies show that using digital tools in combination with traditional direct mailing can drive traffic online and boost sales or promote an action by the target audience”
http://www.incbiznet.com/files/WP_companion_mktg_print.pdf
Fundraiser Reports 40% Increase in Revenue with Direct Mail + Email Combo
“Integrating your direct mail and online fundraising programs can yield significant increases in overall revenue. …
In December of 2008 we conducted our typical year-end direct mail campaign. However, we added an email component as well. Our direct mail dropped the last week of November, and our emails began dropping the first week of December.
The email campaign proved to be a very valuable suplement to our traditionally single-channel marketing efforts.
Adding the online channel helped us raise 40% more revenue at year-end than we would have if we had only used direct mail.”
Direct Mail: Top Channel Influencing Consumer Purchases
Three of four Internet users surveyed say they were directly influenced to purchase an item or a service thanks to a direct mail piece (76%);TV came in second at 67% and email third at 58%.
In examining the success of traditional and online media channels in driving purchases,
ExactTarget’s commissioned 2009 Channel Preference Study finds that
for young and old, direct mail directly influenced the purchase of an item or a service more than any other channel. This was the second annual study on the topic of consumers’ use of different channels for interpersonal communication and their attitudes toward marketing communications, conducted by
Forrester Research for the on-demand email communications software company.