For over 20 years, Weichert Realtors have looked to QuantumDigital for solutions to their direct mail and digital printing needs. Now with the availability of email marketing through QuantumDigital, Weichert is stepping up their game and leveraging the power of media integration to make a greater impact with their marketing message. Larry Mueller, VP of Marketing at Morris Plains (Weichert Realtors), discusses the synergistic effect of using email in concert with direct mail, and shares a bit of advice with Target Marketing magazine.

Weichert Realtors’ Larry Mueller on Integrating E-mail and Direct Mail

By Kate DeBevois, Senior Associate Editor
Target Marketing, March 05, 2008

Often viewed as a separate marketing channel, leveraging e-mail to support direct mail campaigns is an under-used marketing tool. But by integrating the two channels, marketers can harness the benefits of expedient, low-cost e-mail tactics to boost direct mail ROI.

Larry Mueller, vice president of marketing at Morris Plains, N.J.-based Weichert Realtors, says sending an e-mail campaign before a direct mail drop can help increase recognition when the audience receives your mailing. This recognition can result in the recipient placing a higher value on the mailing and, as a result, boost response.

Here, Mueller discusses creative, channel coordination and other integration tactics.

Target Marketing: Why do you feel integrated direct mail/e-mail campaigns are important

Larry Mueller: As we all know, e-mail can be tremendously cost-effective. It also compliments other marketing efforts very well. We use integrated e-mail campaigns most often for lead incubation to keep our company top-of-mind with customers we are already working with at Weichert. E-mail also offers the opportunity to reach a specific audience, frequent e-mail users, who are often online shoppers. These folks may be more likely to react to your offer when delivered this way versus traditional direct mail, especially if your desired response mechanism is Internet-based. E-mail catches their interest while they are at their computer and can easily and conveniently respond to your offer. E-mail campaigns are also tremendously valuable as a quick way to test price points.

TM: How often do you use e-mail alongside direct mail efforts, as compared to stand-alone campaigns?

LM: It varies. In real estate, [integration] offers us the flexibility we need. From a stand-alone perspective, it provides a quick way to communicate changes in our home-listing inventory on a small scale to a very targeted audience of existing leads. We can also use it in conjunction to support large-scale efforts for customer acquisition.

TM: How can marketers improve direct mail conversions by using e-mail before a drop?

LM: E-mail presents an inexpensive opportunity to have the critical repetition needed for response. By providing notice of an upcoming mailing via e-mail, you can increase the chances that your direct mail will be opened and read versus being lost amongst the other direct mail fighting for that recipient’s attention. After your direct mail arrives, your e-mail is a convenient reminder where a quick click on a link can get them into the purchase process.

TM: When integrating e-mail with direct mail, how can marketers sync timing, creative and message?

LM: This is where your creative needs to shine to craft a campaign with enough variation and interest. However, you need to have customer recognition across channels, so a consistent message, look and feel is important. Try to build on each previous message, focusing on creating a sense of urgency as the campaign progresses. Doing something unique can really catch the customer’s eye. Take advantage of the personalization now available through digital printing by putting their name right in the image or offer.

Another great option is using a personalized URL, especially if you are trying to reactivate a customer and can deliver custom content based on their transaction history. Finally, use different cells to segment your mail universe, varying timing on your drop dates. This will help pinpoint the optimum timing for best response.

TM: What examples do you have of successful integrated campaigns for both small-scale and large-scale efforts?

LM: In real estate, it often takes months to incubate leads and turn them into closed transactions. We use both traditional media and online marketing to drive leads to our Web site. There we capture some simple information about their buying preferences. We segment them into one of several short-term or long-term campaigns and then deliver customized content based on the buying preferences that they have indicated. We also deliver additional content based on buying behaviors learned from customers who initially indicated similar preferences. This is basically the same as the “customers who bought this item also bought …” concept that Amazon and others use.

TM: What are two tips for optimizing conversion performance through integrated campaigns?

LM: 1. Stick to a single, easy-to-understand offer as much as possible. The biggest mistake in direct response is asking the customer to react to, and presumably respond to, more than one offer. Keep your offer simple, and make it as easy as possible to respond. Capture the customer first. You can introduce and sell additional offers later.

2. Test your creative. Vary your copy, offer and response mechanisms. For example, a simple copy change from a “Submit” button to one that says “For More Information” can often increase response rates significantly.

TM: How can marketers set the right tone in integrated campaigns that include an offer?

LM: You have to keep it simple and be up-front with your offer. You want to make the customer comfortable doing business with you. It sounds elementary, but tell the customer who they are doing business with. Be sure to prominently list your phone number and address. Give them contact and customer service information. State your return or refund policy, if applicable. This is especially important with e-mail because of all the unsavory activity that goes on.

TM: What are two tips for increasing e-mail open and clickthrough rates for integrated campaigns?

LM: Whenever possible, try to acquire your e-leads proactively through your Web site or by capturing them via a traditional mechanism. If they have submitted an inquiry to you, of course they’ll be more likely to open the e-mail. To that end, make it clear to the customer who the e-mail is coming from and what you intend to ask of them. Then, stick to that single, easy-to-understand offer as much as possible.