Bookend direct mail with e-mail for powerful multichannel promotions.

The average consumer is bombarded with up to 3,000 marketing messages every day. A multichannel campaign helps cut through the clutter. Promotions that have combined direct mail with e-mail and the web, have outperformed single media efforts by as much as 25%! Adding personalization to the mix will boost response even more.

Catalogers have found that a print catalog drives buyers to their website. This is supported by research from the Direct Marketing Association (DMA). A DMA survey revealed that direct mail recipients preferred to respond online, rather than phoning or walking into a store. Also, online buyers who had received a catalog spent more than buyers who had not received the mailing.

What does this mean? You should be announcing your direct mail with an e-mail. Your personalized mailpiece should drive the buyer to a website. Your website should have a personalized URL (PURL) that incorporates the responders name and tracks response. Those responding should get a thank you e-mail. Those not responding should get a reminder e-mail a week later.

You can get some pretty amazing results from a multichannel campaign like this. The first step is building your e-mail list. Ask for e-mail addresses with every contact.

Use e-mail and phone appends to enhance your database. Create contact strategies that allow customers to use multiple buying paths through e-mail, direct mail and web. The result will be a personalized program that creates a one-to-one dialogue and increases response.

A.M. Mailing Services offers e-mail marketing solutions to support your direct mail efforts. For more information on multichannel campaigns, contact at 608-410-MAIL (6245) or info@ammailing.com.