This April Only: Save 30% on PRO with code ROCKETSCIENCE »

Real-World Education for Modern Marketers

Join Over 625,000 Marketing Professionals

Start here!
Text:  A A
N E X T

What Your Email Campaign Can Learn From Direct Mail

August 17, 2011  

"Though direct mail certainly isn't as popular or as effective as it once was, email marketers can apply many of the theories used for direct mail campaigns to increase the value of their email marketing campaigns," writes Ryan Morgan in an article at MarketingProfs.

For one thing, a direct mail piece and an email both need to make a strong first impression. That's because a recipient sifts through her email in the same way she sorts direct mail: making arbitrary, snap judgments about what she'll read and what goes in the trash.

A plain white envelope with an unfamiliar return address won't intrigue her—and neither will its generic email equivalent. So give her a subject line that piques her interest, a "from" address she trusts and an appealing, eye-catching mix of text and graphics, Morgan advises.


Beyond that, he offers this direct-mail-inspired advice:

  • Give your subscribers something of value. This might be monetary (a discount), informational (a how-to guide) or an opportunity not available to everyone. "I want to be an insider, and I want to feel special," Morgan explains.
  • Be considerate of their frequency preferences. This is where you can learn something from direct mailers who may not get it right for each recipient's preference. Morgan wryly notes that "you could probably build a small home out of '20% off' coupon postcards from Bed Bath & Beyond." But email marketers have an advantage in the frequency debate: They can simply ask subscribers how often they'd like to receive messages.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
2 rating(s)

Add a Comment

Comments

  • by Nick Stamoulis Fri Aug 19, 2011 via web

    "Give your subscribers something of value."

    I think this is probably the most important thing to remember. Email subscribers want to be treated like insiders, privy to content that no one else is. You have to give them a real reason to give you their email address.

  • by nauman Wed Sep 14, 2011 via web

    i agree with Nick. I subscribe to emails only when I know that i will be provided the most unique and valuable content.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!