Question

Topic: E-Marketing

Coordinating Email And Direct Mail

Posted by Anonymous on 2/4/2004 at 5:33 PM ET 250 Points
I am a marketing department of one for a small professional services firm. I began an email newsletter last year and have had some success with it (Average 60+% opens and 20+% clickthroughs. We expect the Department of Labor to release a new regulation this year that will have a big impact through our industry. I am currently planning a direct mail campaign to coordinate with the email newsletter and tele-seminars we will conduct when the regulations are issued. I plan to send two to three direct mail pieces to all of the newsletter subscribers who have opened our emails within the last three months- One now, saying that regs are coming, one immediately after issuance of the regs and one a few weeks after that which will offer a free download of the teleseminars via our website. Similar pieces will go out via email, to our newsletter list, but from our company name as opposed to the newsletter name.

I am a newbie at coordinating projects such as this... Are there other things I should be doing to prepare for this event? Or is this a well-rounded strategy?
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RESPONSES

  • Posted by Blaine Wilkerson on 2/4/2004 at 11:05 PM Member
    I tend to agree with the above advice on limiting the snail mail campaigns. An intial mailed notice would be a nice service to provide, however I would not over do it.

    There happens to be a member here that specializes on this topic.

    Here is his link: https://www.pepperblue.com

    I think he can help guide you through this better than anyone I know

    Good Luck!!
  • Posted by ReadCopy on 2/5/2004 at 6:16 AM Accepted
    You do need to limit the number of postal DM peices, I like your idea, and if you were selling something I would agree, but as the teleseminar is free, I wouldn't bother with three pieces.

    If your database contains postal addresses as well as email addresses, I would be tempted to email the contacts who you know open emails and post out to the rest. This would cut costs and allow you to be more creative in the emails.

    As for planning and timing, I agree that you seem to have it all sorted in your head, just ensure the rest of the organisation is aware of the plans!

    Good Luck
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