The Perfect Couple?
So what is the best integrated approach Bloom has seen? He described having a leading e-mail campaign, roughly one week in advance of in-home for direct mail; next, you have the direct mail piece; then a week after the in-home of that direct mail piece, you have a post e-mail campaign.
“The leading e-mail campaign notifies the consumer [he or she is] about to receive a direct mail piece, so it creates tremendous awareness. In addition, it notifies the consumer of the offer, so the consumer can transact via e-mail or can get excited and wait for the direct mail piece to arrive,” illustrated Bloom, who said the direct mail piece will enable consumers to transact via the direct mail solicitation or will also drive the consumer to a website. It may even reference the fact that an e-mail was sent to the consumer that he or she can go back and take a look at, and it will notify him or her that another e-mail will be sent in about a week.
- People:
- Warwick