We just executed a campaign for a mutual fund client that solidified the fact that direct mail and online aren’t enemies. In fact, it’s the complete opposite. They’re best friends and they play very well together.
The campaign we executed involved creating an email and landing page. Shortly after the email blast, we converted the creative into a 6×9 tri-fold self mailer and sent it to the same folks. The email, landing page and direct mail piece all carried the same message…and the creative of all 3 components complemented each other.
The campaign was successful and we’re now using the same tactic for one of their other mutual funds.
This whole project reminded me to stop looking at direct mail and online as oil and water. If done right, they can work very well together. And it makes sense because people nowadays spend so much time online, but they’re also checking their mailbox too of course.
If you connect with potential customers at both locations with a focused, targeted message, they’re going to at least notice your offer. And that’s half the battle.