The Perfect Couple?
The combination of direct mail and e-mail marketing can be an unbeatable strategy if put together correctly
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Ethan Boldt
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These days, the better approach is arriving as a couple, with e-mail as direct mail’s date. Since it’s difficult to get a moment alone with a prospect today, especially during his or her private time, it’s better to approach that prospect as an integrated pairing rather than two separate, unrelated, wannabe guests. The chances of eventually getting a response are also considerably heightened when both channels are deployed. Additionally, it’s often hard to predict what type of communication a prospect prefers, so both methods should be made available.
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Ethan Boldt
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