According to Karl Dukes, a UK marketing executive, when combined with email marketing, print mail campaigns produce more conversions than either medium used alone. In order to leverage these two mediums, you must know how to use them together effectively. Although most firms are investing in digital marketing, half of all consumers delete email messages as soon as they receive them.

As an advertiser, your challenge is figuring out how to combine the effectiveness of direct mail with the efficiency of email to increase your marketing campaign response rates. Almost three-fourths of all consumers who receive a direct mail piece open and review the mailer. In contrast, this percentage drops to one-third of email recipients. Most consumers enjoy receiving mail and are even disappointed when their mailbox is empty and, rather than discarding a marketing piece immediately, will keep the mailer for later review.

You can effectively increase consumer engagement by combining direct mail and email marketing in your advertising campaigns. Direct mail pieces make a consumer feel important and are more effective at gaining a consumer’s attention than email alone; over twice as many consumers that receive a direct mail piece, versus an email alone, will remember your brand message. Adding direct mail to your email campaign increases advertising effectiveness. A mail piece encourages consumers to consider your offering and helps them form an opinion of your brand. A follow-up email communication allows you to increase your brand strength in the consumer’s mind, divulge more information about your offering and lead your consumers to conversion.

Direct mail and email used together can help move consumers through the sales process and increase your consumers’ lifespan with your firm. Marketing campaigns that combine direct mail and email see a response rate five times higher than email marketing used alone. Using these two mediums together can give your marketing campaigns a response boost that will greatly increase your firm’s profits.

When spending significant monetary resources on marketing, it’s important that your business derives as many benefits from those dollars as possible. Nowadays, complex statistics are easier to track, and the effectiveness of a campaign is not only about the bottom line. If you implement a marketing campaign aimed at generating sales, gaining clients, or raising awareness, keeping accurate, detailed records can help improve your business’s strategy in the future. If you answer to your company’s boss, executives expect data to back up their advertising investments, meaning it’s imperative to track your successes–and failures! Consider these three tactics for getting more data from your marketing campaigns.

Embrace Internet data-collecting resources.

Educate yourself about applications such as Google Analytics, one of the many free feature that allows you to tag and track links you include in emails, tweets, blog posts, or on Facebook. By taking the extra step to utilize the easy URL Builder tool, your business will optimize its marketing campaign money. Once your advertising push ends, you’ll be able to pinpoint which links resulted in successful conversions.

Beyond social media, invest in display banner ads.

Unlike a traditional print advertisement, online graphic buttons or banners can be easily tracked, providing data for important campaign analysis. When users encounter your banner on social media or a shopping site, information on their “clicks” and other behavior can help legitimize–or disprove–the ad’s effectiveness. In the future, expert consultants can help you tweak the wording, color, and overall appearance of your advertisement from initial campaign records.

Whether digital or print, keep coupons in your campaign.

When people think they’re getting a consistent deal by buying your goods or services, you generate a dedicated consumer base. Mining customer data through their use of digital coupons is simple, but don’t forget about manual record keeping for coupons clipped from the paper. The time, place, and money spent at the time of a coupon’s in-store redemption offers important statistics for evaluating your greater campaign strategies.

Multichannel marketing has become essential because it creates a diverse way for a business to generate profit and create shareholder value. Most customers deal with multi-channel marketing because of the different experiences and individual tastes and ways of interaction. Clients exhibit different responses depending on the channel used to market a product. The sales of products also depend widely on the efficiency of the channel. Marketing products online often appeals to people depending on their lifestyles. Those who surf the Internet and carry out online jobs tend to get more appeal from the online adverts than the people who prefer reading the ads in newspapers. Research has however shown that using multimedia tends to increase the profitability of the marketing firm as different people in different areas and scenarios get access to the products.

Multichannel marketing gives a company the ability to reach multiple segments and provide flexibility for customers and also build a vast database of purchase information. A company can diversify its store-based business to include an active catalog, an online channel and even printers to create posters for marketing. The most successful consumer product company’s communication involves mass marketing approaches that diversify the whole promotion process. Adverts that are in the form of printed ads are as useful as broadcast ads because one may not watch the show on television, but the printed ads may get his attention. Printers are therefore quite relevant to this multichannel marketing era.

Online ads, viral marketing, blogs and social networking, printed adverts are effective when used as multichannel because of the audience they get. Major television and print advertising are effective ways of carrying out broad marketing for a firm. The fragmentation of the media has also made it possible for entrepreneurs to increase their marketing strategies and promote their products more. Multi-channel marketing is also important because they help ease the traffic in social media hence that is when the printers become active. More importantly, the social media can provide a company with a significant customer base when effectively used.

Marketing is a difficult thing to understand for even those that are well versed. That being said, with new developments like mobile marketing it is now more important than ever to understand how these new marketing strategies sync up with older marketing practices. Print has long been the standard when it comes to advertising, but it is now more important than ever that marketers understand that mobile marketing can improve traditional print campaign response rates when they are utilized together.

There are a few different ways that print and mobile marketing can come together to make for a very useful and effective marketing campaign. With new inventions like QR codes, we can now add mobile marketing and print marketing into one another. With QR codes that can be scanned by your smart phone, you can now make your print ad part of your mobile marketing. That is not the only progress that has been made, it is now possible to add elements to the print ad that can again link back up to the mobile ads.

With mobile marketing on the rise, there are other ways that mobile and print marketing can be one in the same. More and more people are using print ads to help lead customers to the online and mobile marketing. Print ads are most likely not going to be the only means of marketing in any campaign and they are often used in sync with mobile marketing to reach as many customers as possible. A print ad can be somewhat complete to serve the needs of the older crowd but it can also have additional content with mobile marketing. Mobile marketing is growing and is far more popular than ever before and it is certain to rise and continue to grow in popularity.

Say what you want about the Millennial Generation, there is no denying they are emerging as a dominant demographic. They are also the most diverse and smart generation the world has ever seen. Exciting data, yes, but that also means they are the most critical-thinking. Marketers must step up their game if they hope to woo today’s youthful majority. So, what do the Millennials look for in a company? Three things: Customization, Intimacy, and Responsibility.

Indulge creativity.

Call it self-confidence or narcissism, this generation is big on making everything custom-fit to their individual tastes. Smart marketing goes beyond implying a product is special, they prove it. Young consumers look for variety in color, design, and features tailored to their sensibilities. The more choice you give them, the more likely they are to buy, and better yet, recommend your product to others.

Get personal.

Decades ago it was accepted, and even expected, that a company would set itself apart from the pack as a sign of superiority. This generation is a different, more socialized breed. As such, they look to companies with genuine approachableness that they can relate to. These days the most successful marketing campaigns are ones that showcase real, honest people and situations. That doesn’t mean everything has to be serious, though. Humor is also a big seller, so long as it isn’t overly cheesy or patronizing.

Be responsible.

Do more than you say and Millennials will see you as a worthy brand. For many young consumers, social responsibility is the most important factor when they shop. It’s more than promising you support some charity or that you are eco-friendly: You must show it through action. Remember: It’s okay to acknowledge your own efforts to give back to the community, just don’t brag too much about it. Today’s critical-thinkers will know when a company uses responsible actions just to make themselves look good. Do it out of a genuine sense of heart, however, and they’ll respect your company for years to come.