Twice the Impact with Mail and the Internet
They surf and chat. Blog and bid. Upload, download,
scan, browse, post, flame, IM, zap, and share. And,
if there’s any time left, they may squeeze in a game
or two of Chicken Invaders. Today’s consumers are up
to their earphones in ever-evolving technology.
Nearly everything they need to find, view, hear, and
know is a click away. So traditional mail (that
thing that’s delivered to their doors) must be
passé, right? Actually, no.
In fact, recent studies by the U.S. Postal Service
and a number of independent research groups found
that consumers — even heavy Internet users —
continue to view mail as a highly relevant and
significant part of their lives. It provides a
physical and tangible quality consumers find lacking
in their electronic communications. But that’s not
all. The studies also showed that mail, working side
by side with digital media, can have a substantial
impact on the use of commercial Web sites.
The following insights demonstrate the power of
linking mail with your Internet communications.
PARTNER UP - Mail and the Internet: One smart media
30% more dollars are spent by multimedia shoppers
than single-media shoppers.
37% of ecommerce dollars come from catalog
41% of Americans shop using both catalogs and the
Insight 1: Mail and the Internet just click
They offer two distinctly different flavors. And
apparently consumers like a little of both. Indeed,
research proves mail and Internet communications
generate the best results working as a media team.
The key is finding the right balance.
Mail - Grabs consumers’ undivided attention — in
fact, they spend up to 30 minutes with their mail on
any given occasion. Mail also gets into the hands
(literally) of your prospect, has staying power in
the home, and can be passed along to others.
E-mail - Just hit send, and it arrives almost
instantaneously. E-mail is also interactive and
provides a quick outlet for impulsive shoppers.
Mailbox vs. inbox - The ultimate “boxing” match,
right? Well-seasoned marketers know it’s not about
choosing sides. By integrating both mail and the
Internet into your media mix, you can command the
attention of your audience where they live, work,
and play. Studies show that consumers who interact
with brands over multiple media channels display
more loyalty and spend 30% more than those who shop
using a single media channel.
The bottom line: E-mail complements rather than
competes with mail as a means of reaching your
audience and compelling them to respond. Blending
the distinct flavors of both into one powerful
marketing strategy will help you achieve high-impact
results...even shake things up.
Insight 2: Mail links consumers to your Web site
Looking for a high-speed connection to your best
online customers? Then take another look at mail.
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 mail tactics to
link consumers to your Web site that keep them
A postcard is a simple and affordable format that
gets your message immediate attention. Motivate
customers to go online by including an offer and
measure the results.
More and more online retail sites use catalogs to
amp up their sales. Research shows mail-based
catalogs have a significant impact on attracting
customers to a retailer’s Web site. In fact, 41% of
Americans shop using both catalogs and the Internet.
Studies also show catalog recipients:
• Account for 22% of Web site traffic, but 37% of
retailers’ Web sales
• Make 15% more transactions than those who did not
• Spend 16% more than those who did not receive
• Are nearly twice as likely to make an online
Another innovative idea is the integration of CDs
and DVDs into one interactive mail package. With a
CD or DVD, one click can lead consumers to more
information or purchase options online.
Getting the right hook up
In order to reinforce your main message, mail and
e-mail should have the same look and feel and
campaign consistency. Let your communication pull
double duty by putting your Web address on all
mailed communications and making sure your phone
number is on every Web page. By integrating your
mail and e-mail efforts, you will give both messages
a greater impact — and get more customers to your
Web site faster.
The bottom line: From their home to your home page,
mail motivates customers to visit a site more often,
stay longer, and spend more money while shopping.
Surprised? Don’t be. There’s no doubt customers
enjoy the user-friendly aspect of retailers’ Web
sites. But, as research clearly demonstrates,
consumers enjoy browsing through mail first.
Insight 3: Mail opens the digital lines of
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 mail,
consumers are more open to discovery. They take the
time to sort through and consider their offers.
Think about it
Marketers even use 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.
Bring something new to the table. Mail
As you see, connecting your off-line and online
efforts into one powerful strategy just makes sense.
Smartly leverage both mail and the Internet, and
you’ll not only help bring up your sales and drive
more traffic to your Web site but also enhance the
experience consumers have with your brand. Today’s
consumers may be fully immersed in the Internet, but
the research shows that they still love to get their
- United States
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