Direct mail has been and continues to be a great way to soften the battlefield for the great sales battle you face every day. However, every company who has had success with Direct Mail should consider the full potential of combining this with email marketing.
In many cases you can eliminate some of your direct mail to your existing client base with email marketing. Email marketing is still traditionally seen as better than direct mail for one reason.It is less expensive to distribute. However, this should not be the main reason and definitely not the only reason you are using email in your contact mix.
A great email marketing campaign involves more than just taking what you would send in Direct Mail in an email. Too often, companies do just that. Direct Mail is not at all interactive. Email marketing when developed with all of your other online resources is very interactive. Because of its interactive nature it follows a process of engagement similar to sales. Every good sales organization understands the importance of the age old acronym A.I.D.A. Attention – “Do I have your attention”; Interest – “Are you interested”; Decision – “Have you made your decision to purchase”; Action – close the deal. Direct Mail since it is static doesn’t allow for the full cycle of AIDA to process.