Combine direct mail with e-mail marketing.
The best strategy for communicating with customers and prospects is to use a combination of direct mail and e-mail marketing. According to an Ipsos survey conducted in 2007, 67% of respondents performed online searches for more information on a company, service or product after receiving an "offline" message.
Results from ExactTarget's 2008 Channel Preference Survey supports the strategy of combining direct mail with e-mail. Respondents in that survey gave direct mail a score of 3.9(out of a possible 5) as an acceptable marketing method and gave e-mail a score of 3.7. Three-quarters of respondents (75%) said they made a purchase because of a marketing message received through direct mail, and 65% said they made a purchase because of an e-mail.
Print is here to stay, despite the pace of change affecting printing, it remains a proven way to communicate with customers and prospects. Direct mail marketing, when combined with e-mail, is more effective than e-mail alone. And the affordability of full color means that direct mail pieces can be eye catching and appealing to the target audience.