:: REAL-WORLD MULTICHANNEL TACTICS
(excerpts taken from Inside Direct Mail; Direct Mail & Email: United they Stand, by Tracy A. Gill; 12/06)

Marketing programs can reap some serious benefits when email and direct mail join forces. Here’s a look at a few tactics organizations are currently using to leverage each channel's strengths for maximum gains:

:: Building Lists and Keeping Them Clean: Marketing programs, both direct mail and email, are only as good as the mailing lists used. That’s why Las Vegas-based Ameristar Casinos began using direct mail to keep its email files clean. In addition to email efforts, they also initiated a triggered direct mailing to combat email bouncebacks. Bouncebacks trigger a postcard with a targeted offer. It informs the customer that there was a problem with email delivery and that to keep getting offers via email they will need to update their email address. The postcard mailing also includes a personalized marketing offer.

:: Increased awareness: The NCPSSM (National Committee to Preserve Social Security and Medicare) started sending out emails in advance of it’s direct mail. These pre-alerts helped to deliver an increased response rate of 10-15% as opposed to direct mail only communication. Including an image of the mailing in the email increased results even more. In addition, the organization says donors that receive both email and direct mail tend to give more often and make higher average gifts.

:: Using One Channel to Learn From the Other: The Meade Automotive group was able to migrate learnings from it’s e-mail program into it’s direct mail efforts. The first email campaign offered customers a choice between two premiums – a branded wine set or a 10% service discount. 93% of respondents opted for the service discount giving Meade not only insight to the offer that most of their customers will respond to but also a benchmark for future programs – people who respond multiple times receive lower offers and nonrespondents will receive better ones.

>> For more information on Inside Direct Mail click here.

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