Print Boosts E-mail, So Why Are You Doing it Wrong?
Underwear merchant Bare Necessities recently tested coordinating a postcard campaign with e-mail to a segment of its customer file and saw a significant increase in revenue from those who received both messages.
As part of the effort, Bare Necessities selected 30,000 names from its six-figure e-mail database to receive postcards promoting a sale and timed the drop to coincide with an e-mail effort.
According to David Wauters, director of marketing for Bare Necessities, the company saw a 15% lift in revenue from customers who received the postcard and the e-mail, compared to the control group who received only the e-mail.
The company was a bricks and mortar retailer until 1998 when it launched BareNecessities.com. Previous to the postcard test, the company relied solely on e-mail for its retention efforts.
