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Achieve higher ROI with postal campaigns by integrating e-mail

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Building a multichannel campaign that includes touch points for direct mail and e-mail just makes better economic and strategic sense. Getting in front of the customer is your primary mission, and hitting them from multiple touch points can become the key response driver that yields the ROI you so desire. But before you give it a try, you should first take these three things into consideration.

1) Be consistent with your marketing message across channels. Don't present conflicting offers that will frustrate your audience-for example, offering 20% off through e-mail but 10% off in the catalog.

2) Make sure your message fits the medium. Design your creative for the appropriate channel. E-mail requires a different format and voice than direct, postal mail.

3) Be relevant. Make sure what you send will be welcomed. Using best practices when sending e-mail will help build trust and awareness for your postal campaign.

Craig Swerdloff is VP-general manager of customer acquisition solutions at Return Path, an e-mail services provider (www.returnpath.com).

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