Combine direct mail with email is a great way to increase response rates. Here are three ways to manage the timing to turbocharge your results.
1. Use email to follow-up to nudge response.
Email makes a great reminder for your direct mail pieces. Drop your postcard or letter. Then, while the piece is still fresh in people’s minds, use email to nudge them to respond. When one manufacturer wanted to invite customers to an in-house seminar, for example, it paired a dimensional mailer with two follow-up emails. The company received an 18% overall response rate.
2. Use mail tracking to optimize email timing.
Using mail tracking services, you can determine when the mail piece actually arrives at the recipient’s home or office, then time your email to arrive at the time that testing has determined will be most effective.
One B2B marketer split its email blast into two groups and conducted an A/B test. The first blast arrived on a predetermined day regardless of when the mail piece actually arrived. In the second blast, the mail drops were tracked and the email was timed to arrive exactly one day later. The timed follow-ups showed a 4.7% lift in response.
3. Send email first to save on postage costs.
Did you know that you can optimize your postal costs by sending an email first? Anyone who responds to the email blast can be removed from the direct mail list. This saves you print and postage.
In one alumni campaign, a university sent personalized emails based on area of study and graduation/reunion year. It followed up with a direct mailer personalized with the same information, but only to people who had not responded to the email. Not only did the university save money on print and postage, but it achieved an 8.5% response rate.
Email makes a terrific partner to direct mail campaigns, whether sent in advance of the mailing or as a follow-up. Looking for ideas for making the ideal one-two punch? Give us a call.
June 4, 2018