How do you combine email and direct mail for more conversion?
Many ecommerce marketers are looking for ways to stand out among the plethora of digital incentives.Campaigns are running at full throttle, but it’s becoming increasingly difficult to not only reach customers, but drive them to action.
The solution? Combine the direct reach of email with the attention and experience of physical mail.That way you build campaigns that not only click, but convert – and stick.
Direct mail hits where email often misses
A physical mailing literally comes in. The moment someone opens an envelope requires a different kind of attention than scrolling through an inbox. That tangible experience – paper, print, color – creates higher recall value and more emotional engagement.
Combine that with email, and you’ll be leveraging the strengths of both channels:
| Direct mail | |
|---|---|
| Fast, measurable and cost-effective | Eye-catching, personal and lasting |
| Perfect for generating traffic | Perfect for deepening relationships |
| Good for reach | Good for conversion and loyalty |
Use email to generate curiosity and direct mail to convert that interest into action. Campaigns that apply this combination realize up to 35% higher conversion rates(source: PostNL DM Benchmark).
Reactivate customers who shut down online
Every marketer knows the problem: customers who were once enthusiastic, but are now unresponsive.
This is precisely where direct mail can make a difference.
Use your CRM data to identify these inactive segments and send a physical reminder that really stands out. Consider:
- A personalized card that references their previous purchase (“You chose this then, this fits it perfectly”).
- A small gift by mail that shows appreciation, not just discount.
- A unique offer with a personalized code.
- A direct mail that capitalizes on emotion and brand feeling, making the customer feel seen.
Complete the campaign with a follow-up email: “Have you received our card yet?” or “Your discount code is still valid for 3 days.” This subtle combination increases re-activation rates and reinforces brand loyalty.
Get more return from your customer data
Both email and direct mail run on data. By combining purchase behavior, preferences and lifecycle signals, you determine who to approach when and through which channel. Examples from ecommerce practice:
- Send a direct mail when data predicts a customer will drop out
- In your mailing, show products that have a higher chance of being purchased, based on previous purchases
- Then follow up with a personalized email to drive conversion.
- Use A/B testing to measure which order (mail first or print first) works best.
This way, you do not deploy direct mail as a separate channel, but as a smart part of your omnichannel strategy. Which thus contributes measurably to turnover and customer retention.
Why direct mail matters for ecommerce
The growth of ecommerce is making competition cutthroat. Brands that want to make a difference don’t necessarily need to communicate
- Offset declining open rates;
- Stay top-of-mind with existing customers;
- And reactivate customers with a physical brand experience.
Email offers frequency and speed. Direct mail offers attention, experience and brand impact.
Together, they ensure higher conversion rates, more repeat purchases, stronger customer loyalty and better ROI on existing customer data. And that’s exactly what makes your marketing mix future-proof.
“At a time when attention is scarce, the marketer who appeals to multiple senses wins.
Want to learn more about using direct mail in conjunction with email?
Learn how brands like Cloudpillo and the Kwikfit are leveraging customer data for personalized campaigns.
Niels is Marketeer en Business Development Manager bij PSI-Vransen. Hij helpt jou om meer resultaat te behalen met creatieve en effectieve direct mail campagnes.
