Combining email and direct mail

This notion - which has thus far focussed on sending out an email first and then following up with a direct mail shot - only arose in 2006, and thus the evidential base for this notion is lacking.

The logic seems to be that you send the email which has a website link, and which raises awareness, and then you hit the reader with the direct mail a week later.

The implication would also be that this is going to work best if you use the same attention grabbing, very exciting and stimulating headline on both promotions.

Let's imagine for a moment that I am going to promote my services as a copywriter, stressing that the biggest issue in direct mail and email is getting the reader to travel beyond five seconds.  So I write the headline on the email...

You are not reading this

Then a week later I send out the letter and brochure, with the headline

You are still not reading this.

This sounds a viable idea to me - it focuses on the reader ("you" is always the perfect word) and suggests that there is a bit of fun going on, and an awareness of what "you" the reader is up to.

Let's try another one.   If you were selling office chairs you might try:

What is the simplest way of improving the effectiveness of all your office staff?

The second piece could then have the headline

If there is a simple way of improving office effectiveness, why don't most firms use it?

When I have had a chance to try these approaches out, I'll let you know if they work.

Free analysis of your mailshot

This article is written by Tony Attwood, Chairman of Hamilton House Mailings Ltd.  If you would like to discuss the writing or design of your mailing campaign, or indeed a single mailshot, with Tony, without cost or obligation, just call 01536 399 000, or email Creative@hamilton-house.com   You can also send Tony a copy of your latest advert and he will call you back with his thoughts on how your response rate could be raised - again without cost or obligation.