Much has been said about “email vs. direct mail,” but you don’t hear that many people talking about combining email and direct mail for recipients in your B2B contact list. Are these two marketing channels really that mutually exclusive? Wrong. In reality, these two methods work well together if properly integrated in a unified campaign, enhancing each other’s effectiveness.
There are many factors that influence the success of integrating email and direct mail into a single campaign. You have to carefully think about and consistently apply branding, content, timing, and other elements of the project. This post looks at managing your mailing list to accommodate the demands of the multichannel campaign. The list is just as vital as any other component of the integrated project and should be thoroughly prepared and maintained.