Email: The Perfect Direct Mail Add-On

Published by Mail Movers Editorial Team on 2024-11-01

Email and direct mail aren't competing channels — they're complementary ones. When used together, they create a multi-touch campaign that reaches prospects through both physical and digital channels, significantly boosting response rates and ROI.

Why Combine Email and Direct Mail?

Studies show that campaigns combining direct mail with email generate 28% higher conversion rates than either channel alone. Mail provides the tactile, attention-grabbing first impression; email provides the convenient, low-friction follow-up.

The Ideal Sequence

Send your direct mail piece first to create awareness and credibility. Follow up 3-5 days later with an email that references the mail piece ("Did you receive our postcard about...?"). This sequence leverages mail's high open rate with email's immediacy and trackability.

Matching Your Lists

Use data append services to match email addresses to your mailing list (or vice versa). This ensures the same prospects receive both touches, creating a cohesive multi-channel experience rather than two disconnected campaigns.

Tracking Cross-Channel Results

Use unique landing page URLs or UTM parameters in your email that differ from your mail piece's tracking codes. This lets you measure which channel drove each conversion and calculate the combined campaign's total ROI.

MMScope: Automated Multi-Channel Coordination

Mail Movers' MMScope platform automatically coordinates mail delivery with email sends, social media retargeting, and online display ads. When your mail piece is delivered, MMScope triggers digital follow-ups to the same household, creating a seamless omnichannel experience.