Something I tend to bang-on about is making sure digital marketing such as eDM integrate with traditional media. Doug Marshall, senior manager of service solutions and operations, Responsy has written an article that covers off some very relevant points.
It is an unfortunate reality that, in many organizations, marketing is broken down in silos, and even though a company’s message may be consistent from one channel to another, the channels do little to help one another.
Take e-mail, a function that is often treated as a separate channel even though it is proven to improve the performance of other traditional marketing methods.
With very little effort, smart marketers can use e-mail to improve the ROI of direct mail and more accurately target print, broadcast and online messages. On the flip side, marketers can leverage existing customer touch points to improve e-mail marketing programs.
Supporting direct mail
One example of how e-mail can be used to support traditional marketing methods is in conjunction with direct mail.
If you are a company that depends primarily on offline purchases, you can improve direct mail conversions by using e-mail before a drop. By sending an e-mail message in advance of a direct mail drop, you can prepare your audience in a way that will increase their recognition of — and place a higher value on — your catalog, coupon or brochure.
As with any e-mail, you want to make sure that the calls to action are clear and above the fold. It’s also important when using e-mail to bolster other media to show some visual representation of that media in the form of an icon, inset or callout.
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