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Companies which integrate direct mail and e-mail into their customer promotions may afford themselves the best chance of success. Statistics show that direct mail still outperforms e-mail when it comes to prospecting. Consumers generally are more trusting of promotions and offers they receive in their mailbox than they are of those in their Inboxes. However, the advantages of cost, speed, instant ordering and the portability of the Internet, have delivered significantly better results for companies where a supplier/customer relationship has already been established and whose brand the e-mail recipient trusts.
So combining the two media often makes the most sense.

Now, as e-mail matures and it’s stigma as a conduit of scams, nuisance offers and intrusiveness softens, more marketers are interested in reaping these same integrated marketing benefits in their prospecting. However, there are three significant hurdles to overcome.

First, many postal lists do not have matching e-mails. Second, those that do are usually not willing to provide their e-mail lists for promotional purposes and, even if they are, they will typically insist on doing the e-mail blast. Third, e-mail appending typically yields low match rates and begs the question of e-mail validity.

In our view, this is not a reason to abandon the idea of testing an integrated marketing approach. While the universal quantity e-mail list market has struggled to maintain pricing and deliver ROI performance, the more closely defined niche markets and append products are gaining prominence. We are constantly seeking new trusted e-mail list sources that will allow our customers to test integrated prospecting campaigns.

Ask us today how we can help you with your integrated marketing campaigns.

More questions? Call 760-607-2500 for immediate assistance or fill out our Call Me Now form and one of our Experts will call you. Fill out our QUICK QUOTE to get a quote via email.

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