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Successful Pairing
 The grace of horse and rider galloping along – whether equestrian, thoroughbred racing or calf roping – is a majestic sight to behold. Working together, these two disparate entities perfectly complement each other, allowing for much more powerful results than if the human part of the equation went at it alone.
Over the past few years, marketing professionals discovered a similar pairing that's proving more successful in unison. Combining the reach of e-mail with the targeting capabilities of postal mail provides stronger results than either one separately. In fact, research shows that by sending a printed piece that includes an invitation for recipients to visit their own personalized Web sites, you'll achieve a higher level of return, often more than 300 percent.
While print has the ongoing challenge of gaining recognition in the mailbox, some of the drawbacks of e-mail marketing are outdated addresses, spam filters and bounced delivery. However, marketers who utilize direct mail to drive recipients to personalized URLs understand the benefits to be gained from leveraging the database. Additionally, as recipients go online, it allows for immediate follow-up, minimizing the delay between their inquiry and your response.
Uniting direct mail and e-mail in your marketing strategy provides you a greater likelihood of ending up in the winner's circle.
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