Direct Mail and Email Marketing
- Lori Ward
- Jun 16, 2023
- 1 min read
Direct mail and email marketing may seem like they’re competing against each other — but in reality, the two work perfectly well together. Whether it’s used to encourage customers to visit your website, or to respond to cart abandonment, direct mail can complement online campaigns to increase performance and boost ROI.
Physical marketing allows for more creative designs that evoke a sense of interactivity and entice customers to engage with your brand. Examples include perfume scented cards, fabric samples and 3-D cardboard displays. These experiences translate well to digital channels, as companies like Audible and Spotify are using them to drive engagement on their sites and in-apps.
As a result of its interactivity, direct mail often performs better than email. Rather than being immediately discarded, it’s more likely to be saved and reread at a later time — which means that more of your marketing content can reach your audience. This is a major benefit for businesses that rely on measurable metrics, such as those in the ecommerce space.
Aside from the fact that direct mail has an added advantage in terms of tracking and measurement, it also allows for more trust-building content than is possible with email alone. As a result, it’s a key component of B2B marketing strategies to connect sales and marketing teams, engage decision-makers, and help tip the scales on conversions. It can also be a powerful tool in account-based marketing (ABM) campaigns, helping marketers connect with prospects and nurture them through the sales process.
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