Dive Summary:

• Combine direct mail and email lists in an effort to merge the two marketing campaigns to save time and create a consistent messaging experience for your audience.
• Look into an email append, which allows you to increase users' attributes in your database and make sure you know the number of home addresses, email addresses, and attributes in your system for planning campaigns and system updates.
• Leave less room for error by combining your lists and continue to segment the master as usual so that you're implementing specific targeting as much as possible.

From the article:

Much has been said about “email vs. direct mail,” but you don’t hear that many people talking about combining email and direct mail for recipients in your B2B contact list. Are these two marketing channels really that mutually exclusive? Wrong. In reality, these two methods work well together if properly integrated in a unified campaign, enhancing each other’s effectiveness.

There are many factors that influence the success of integrating email and direct mail into a single campaign. You have to carefully think about and consistently apply branding, content, timing, and other elements...