You don’t necessarily have to choose between direct mail and email for your communications and marketing.
It seems that marketers have a preference on whether to do direct mail or email marketing for their particular audience based on age, computer savviness, or other data.
While each tactic individually has its advantages, especially in terms of delivering information to people in a form they want, combined, the two can produce better results.
For example, millennials are online a lot. As such, you might expect that email marketing would be the best way to reach them. And to a degree you’d be right. But did you know Millennials actually like and trust direct mail more?
People spend more time with direct mail pieces and often have a stronger emotional response to physical ads than to electronic communications, according to MarketingProfs.
For tips on combining direct mail with email and some example campaigns, read “Best-Practices and Tips for Integrating Direct Mail Into Email Marketing Campaigns” on MarketingProfs.