The best 1:1 print marketers are also great email marketers. Why? Because we live in a multi-channel world, and even the best single-channel campaigns are often far less successful than those reinforced by more than one channel. For print, that second channel is often email.
1:1 print campaigns + email are more successful than 1:1 print campaigns without email.
It’s kind of a bummer in a way, right? Your success (and your client’s success) with 1:1 print marketing should not be hitched to your expertise with email marketing, but it is. This means that things like email metrics, list building, and deliverability are all areas in which you should be following best practices and delivering great results.
It’s kind of ironic, isn’t it? Email, that red-headed stepchild of the printing industry, has become one of the foundations of any good, solid multi-channel marketing program that includes print, whether personalized or not.
The good news is that companies like Lyris and Silverpop offer great, free resources like white papers and webinars to get you up to speed on email marketing quickly. Don’t feel like a traitor to print for signing up and loading down. It’s actually one of the best things you can do for the longevity of your 1:1 print business.
Do you have any 1:1 print+email success stories to share? If so, please share them in the comments boxes. I’d love to hear!