Printworx Blog

Direct Mail and Email: It’s Not One or The Other

Bruce Dickinson - Friday, October 26, 2012
Even in our digital age, direct mail and email play important roles in an integrated marketing campaign. Direct mail is a perfect partner to email communications; it conveys a quick message that either prepares a recipient for an email to come, or reminds them of an email they’ve recently received.   Using both can be more effective than using one alone, because emails are easily ignored— and just as easily deleted. Use them together and watch your responses soar! Here are eight tips for making the most of your direct mail:
  1. Design for elegance, not flash. The right design draws the reader’s attention to important information, an offer and a call to action.
  2. Personalize the communication, through variable printing, content, imagery, and offers tailored toward the individual to gain a higher response.
  3. Shorten headlines. Get your message across with few words. Think impact and engagement.
  4. Don’t hard sell your product or service. Rather, offer a solution to your prospect’s problems.
  5. Avoid hype or wild claims. Instead, outline the real benefits customers gain if they buy your products or use your services.
  6. Include an offer if your focus is on direct response. Some mailers can be purely focused on brand building.
  7. Match your email template to complement the messaging in your direct mail.
  8. Test, test, test various offers, incentives, and calls to action. Learn from your direct marketing activity.
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