1.
Enhanced Engagement: Physical mail provides a tactile experience that can captivate recipients, making your brand more memorable.
2.
Broader Reach: By using both channels, you can reach individuals who might prefer one medium over the other.
3.
Personalization: Physical mail offers opportunities for high levels of
personalization, which can increase recipient engagement and loyalty.
4.
Reduced Digital Fatigue: In an age of digital overload, physical mail can stand out and attract attention in a way that digital messages might not.
- Follow-Up Campaigns: After sending an initial email, a follow-up physical mail piece can reinforce the message or offer additional information.
- Thank You Notes: Sending a physical thank-you note after an online purchase or sign-up can enhance customer relationships.
- Event Invitations: Physical invitations can add a touch of sophistication and formality to event marketing campaigns.
- Holiday Greetings: Holiday cards sent via postal mail can strengthen customer loyalty and show appreciation.
1. Consistent Branding: Ensure that both your physical and digital communications have consistent branding elements, such as logos, color schemes, and messaging.
2. Personalization: Use data from your email marketing campaigns to personalize physical mail. This can include the recipient's name, purchase history, or other preferences.
3. Timing: Coordinate the timing of your physical mail and email campaigns to ensure they complement each other. For example, a physical mail piece could follow an email by a few days.
4. Clear Call-to-Action (CTA): Both your physical mail and email should have a clear and compelling CTA to guide recipients on the next steps.
5. Tracking and Analytics: Use tracking methods, such as unique promo codes or URLs, to measure the effectiveness of your physical mail campaigns.
- Cost: Physical mail campaigns are generally more expensive than email campaigns due to printing and postage costs.
- Delivery Time: Unlike emails, which are delivered almost instantly, physical mail can take several days to reach recipients.
- Environmental Impact: Physical mail has a higher environmental impact compared to digital communications. Consider using sustainable materials and practices to mitigate this.
Examples of Successful Integration of Physical Mail and Email Marketing
Several companies have successfully integrated physical mail with their email marketing strategies:- Warby Parker: The eyewear brand sends physical "home try-on" kits to customers, followed by email reminders to return or purchase the glasses.
- Amazon: The e-commerce giant often follows up online purchases with physical mailers that include special offers or product recommendations.
- Charity: Water: This nonprofit organization sends physical thank-you notes and updates to donors, complemented by email newsletters.
Conclusion
Integrating physical mail with email marketing can create a powerful multi-channel strategy that enhances engagement, broadens reach, and personalizes communication. While there are challenges such as cost and delivery time, the benefits often outweigh the drawbacks. By following best practices and leveraging the strengths of both mediums, businesses can create a cohesive and effective marketing strategy.