The marketing equation these days is complex. Missing just one aspect of it could become very costly, and most businesses have found that it’s easier to integrate all of their marketing efforts than it is to launch several separate campaigns. In most cases, businesses turn first to email marketing today because it’s easy and virtually free. However, direct mail advertising can often offer the same pay off and results if it’s carefully integrated with your email campaign. Here are a few tips to get you started.

• Start Your Campaign with a Goal: You can’t simply pepper your prospects with marketing at every turn. You need to decide what success will look like, then begin working on all of your marketing pieces. Think carefully about your objectives, and work from there. This will help you better evaluate your success at the end of the campaign.
• Remain Consistent: If you’re constantly changing your brand image or your logo or your layout and design, it may be impossible for customers to identify with you on each marketing channel. You need everything to be consistent. From the message to the call to action to the general layout, if you stay with one theme and focus, you’re more likely to see the level of return that you’re looking for.
• Drive Traffic Online: Every marketing flyer or postcard you send out should move your traffic to an online destination. It may help if you buy domain names that work well with your marketing campaign and redirect them to your targeted site. Along with this component, though, you need to make certain that your landing pages are just as stellar as your email and direct mail pieces. If your prospects do take you up on your offer, they need to find something fantastic that will make them contact you further.

Combining your direct mail efforts with your email work is the perfect way to increase your ROI, but it may take a bit of work on your part to integrate the two aspects.