How To Combine Direct Mailing With Your Email Marketing

Christine Foulds • July 1, 2023

This post was first published in 2019.

With the rise of email marketing, many predicted that direct mailing would become obsolete…just like social media marketing was meant to make email marketing a thing of the past.

As we all know, the opposite is rather true as the different marketing channels and strategies go rather nicely together.

As part of my recent Christmas marketing campaign, I created a mix of email marketing and direct mailing content which made me realise that both channels have quite a few similarities.

Both require a very similar strategic and informed approach to ensure they achieve the best result possible. In combination, they can exhale and provide an even better ROI because communicating the same message on your various communication channels will ensure that your customers are paying attention.

So why should you use direct mailing in combination with your digital marketing tools?

1. It’s more difficult to ignore!

With one click, your email marketing campaigns can be deleted. This is not the case with a direct mailing campaign. There will be a customer interaction with it. Assuming that the direct mailing campaign is well targeted and designed, your customers will respond.

It’s also proven that when you get something tangible your customer is more likely to remember the brand and that is across generations.

2. Keep it personal!

Gone are the days of random leaflet drops. Content and design of a direct mailing campaign need to be personalised and have meaning to the recipient.

3. Pick your time wisely!

Direct mailing will only make the impact you need when the timing is right. Think about when your customer is most likely to buy or in need of your product or service? Or quite simply, when do you want to say thank you or remind them of your existence?

4. Be unique!

As with everything in marketing, try to be unique. You don’t need to reinvent the wheel but ensure that you put your personal spin on it.

5. Don’t waffle!

Just like with email, think of KISS – Keep It Short & Simple. You do want your customers to spend time with your mail but for all the wrong reasons. Don’t keep them guessing. Tell them what you want them to do and where. Do they need to go online to use a specific offer? Is it a birthday wish? Whatever it is, include your brand and if you can website link and phone number.

And finally, don’t do direct mailing too often as it will lose its impact and starts to be annoying.

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Closures, Launches And Everything In Between

June 7, 2024

To say that the last few weeks have been extremely busy would be an understatement. There has been a lot of change over the last few weeks and we’re still in the midst of it. So, what’s been going on? Some brands were let go. Seven of the bingo brands that I was looking after have been sold to a new owner. This meant a lot of handovers, finishing of campaigns and preparing as well as executing the exit strategy well. It was with mixed feelings seeing these brands go as I’ve been working with them for over eight years. However, feelings aside, it was a very good business decision. Some brands were migrated. On top of handing over existing brands, I also managed to migrate one of our current casino brands to a casino environment that we’re already using with the remaining casino brands. This was actually a very smooth process as most of it was handled by our partner Progress Play. Nevertheless, the CRM journeys had to be updated and we also took this as an opportunity to give the marketing material a bit of a refresh. Two of our bingo brands are being launched at a completely new platform with a company in Manchester called Grace Media. This has been very time consuming as we’re starting completely from scratch. I’m getting to know new systems like XtremPush which I’ve not used in the past. Setting up new CRM journeys, promotions, terms and conditions as well as updating the look and feel of the brands has kept me very, very busy. New brand was taken on. As part of the new partnership with Grace Media , we took on a new bingo brand called BOGOF along side our two brands that we’ve migrated to Grace Media. I had the pleasure of going to Manchester and working with the team for a week. What else? On top of that, I started work with a new Klaviyo customer called Blue Line Abrasives . It’s an industry that I know where little about so it’s great to have their team at hand to assist when I have product related questions. What’s next? Over the next few weeks, things should slow down and settle a bit. Fingers crossed.

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By Christine Foulds • September 22, 2023

On a Friday afternoon, when all the main tasks had been done, I wondered when was the last time that I uploaded content onto my blog? I knew it has been a while, but I would have never thought that it was close to three years. Yikes! It’s one of the key rules of digital marketing to stick to a frequency of posting content online but as everyone can see, I failed. Luckily, the reason puts a smile on my face. I'd always hoped that I would be in this position when I first decided to set up FouldsCRM. I’ve just been incredibly busy. Over the last three years, I’ve increased my client portfolio quite significantly. Here is a quick overview: I started to work with the email marketing platform Klaviyo assisting three of my clients to migrate from Mailchimp to Klaviyo. None of them have regretted their decision and have seen a boost in email marketing sales due to changing the platform. I started to manage the CRM for 8 additional casino brands who use the Progress Play software. This was quite work intensive as we were the first ones to run their own CRM out of all of the Progress Play partners. It’s been an incredible 12 months since we took over the CRM. I welcomed back clients that were lost due to COVID which was really lovely. The travel industry was hit especially hard so being able to work with these businesses again has been really rewarding. I joined Mayple as one of their email marketing experts as part of their partnership with Mailchimp. The project aimed to show existing customers how to use the platform more effectively. Even though I thoroughly enjoyed being part of the Mayple community, I decided a few weeks ago to stop as most of the clients are based the United States. The time difference wasn’t working for me and my family. Family always comes first even though I’d have loved to continue working with the Mayple team. I worked on a few ad-hoc projects. Even though my blog and overall website haven’t been updated as much as they should have been, FouldsCRM is busy and I’m open for business!