![]() When it comes to list building in email and direct mail marketing, the focus needs to be on quality and not size. In marketing we know it’s better to have smaller lists of qualified prospects or customers than massive lists where half the contacts aren’t interested or engaged. Re-engagement: How many email addresses are sitting in a re-engagement nurture stream? We bet there’s a similar list in your CRM of customers that haven’t purchased in a while and could use a physical reminder in their mailbox to revisit your brand’s websiteĮmail lists may be easier to build but that doesn’t mean they’re of quality.Lookalikes: Have a certain city or zip code that’s home to a lot of your customers? Reach their neighbors by targeting specific zip codes with an acquisition direct mail piece. ![]() Follow-up: If someone attends a webinar or contacts your sales department you can send them a follow-up postcard or letter.Offer an incentive: Ask for a prospective customer’s mailing address to receive a free sample or exclusive promo code that can’t be found on the website.There are several creative ways to grow your direct mail marketing list that borrow from email marketing and social media marketing best practices. Your list might be smaller and contain only those that have made a previous purchase, but don’t we all say it’s easier to keep a customer than acquire a new one? In the past, the timeline to create a piece of direct mail was a lot longer than putting an email campaign together and then you still had to have it printed and mailed.įortunately, today’s technology streamlines this process and makes it just as easy to send direct mail as an email. That’s not to say direct mail doesn’t have its challenges. Google went so far as to create a separate section for email marketing campaigns to help consumers de-clutter their mail.Ĭonsumers, typically, only have one physical mailbox. Then you have nurture campaigns, promotional emails, newsletters, and so on. Marketers have spent countless hours adding pop-ups to webpages, gating content, or adding CTAs to social media channels and posts to encourage sign-ups for email marketing lists. What happens when direct mail and email marketing go head to head in the ring? Let’s find out! A fight in marketing strategies: Direct mail marketing vs. Whether it’s budget constraints, a lack of resources or time, or simply a matter of thinking one is no longer a valuable channel of communication, quite a few marketers focus on one form of mail marketing. Even though research shows that direct mail has a 13x higher response rate than email on its own but is even more powerful when combined with email, showing response rates of 27%. But many marketers are pitting these tactics against each other and choosing one or the other. the physical mailbox.ĭirect mail marketing and email marketing are key tactics for modern marketers to be successful. ![]() Let’s get ready to rumble! It’s the showdown of the boxes: the inbox vs. ![]()
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