PULP

Direct Mail Opens the Digital Lines of Communication

Today, consumers approach mail and the Internet with two very different mind-sets. E-mail has taken over as the primary channel for personal correspondence (excluding birthdays and holidays). That said, consumers are more apt to ignore and click unsolicited e-mails over to the trash — especially from brands they don’t recognize or feel are irrelevant. A report released by DoubleClick.com in March 2005 found that 59% of respondents feel that “knowing and trusting the sender” is a factor in opening and reading an e-mail. But, with direct mail, consumers are more open to discovery. They take the time to sort through and consider their offers.

Think About It

Marketers even use direct mail to get permission to open up an e-mail relationship with their customers. Your e-mail message will have a much better chance of getting read by customers who invite you in. And, considering about 62% of the e-mail U.S. consumers receive per week is spam or unsolicited, getting permission through mail is one of the most effective ways to get your audience to open those e-mails you’ve worked so hard to develop. And, once you’ve established an e-mail connection, you can keep your customers coming back to your site more often with an integrated mail and e-mail campaign.

The bottom line: Consumers rely on e-mail as a useful tool to manage their personal lives. But, compared to the mail, they are less likely to take the time to read Internet offers and retail messages. Don’t forget: The best way to continue an ongoing relationship with your customers is through — you guessed it — the mailbox.

Contact your PULP Hero and get started today.

Direct Mail Links Consumers to Your Web Site

Looking for a high-speed connection to your best online customers? Then take another look at direct mail. Direct Mail is used most often by industry leaders to drive Web site traffic over e-mail, print, and online advertising. There are a number of direct mail tactics to link consumers to your Web site that keep them clicking...and shopping:

Direct Mail and the Internet Just Click

Get the facts about direct mail and the internet:

• 30% more dollars are spent by multimedia shoppers than single-media shoppers.
• 37% of e-commerce dollars come from catalog recipients.
• 41% of Americans shop using both catalogs and the Internet.

Direct Mail and the Internet: They offer two distinctly different flavors. And apparently consumers like a little of both. Indeed, research proves direct mail and Internet communications generate the best results working as a media team. The key is finding the right balance.