Research has shown an increase in overall results when offline marketing is coupled with online marketing! The blend creates a seamless and effective campaign that stretches from an email inbox to their front door.
Think of it this way...while some people may enjoy watching Food Network and HGTV, their viewing habits may sway between channels from time to time. The same is true when it comes to how people interpret the marketing that is sent to them. If you're not present in both the inbox and the mailbox then you're marketing is going to reach the full potential of what it should.
Another important consideration of using direct mail in tandem with email marketing is to make sure that ALL marketing materials have consistent branding. This means including a consistent tagline, color scheme, and call to action. If you send an email blast to prospects, they should be able to recognize you when they receive a follow up direct mail piece. This provides an increase in recognition and trust in you and your business. By contrast, a postcard and an email that don’t a share a common message are much less likely to resonate with the prospect.
There is no silver-bullet when it comes to your marketing, but you can certainly improve your odds by implementing a multi-channel approach.
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