Should I send direct mail before or after my digital campaigns?
Whether direct mail should come before or after your digital outreach in an omnichannel campaign depends on your goals and where your audience is in the customer journey. Onboarding, promotions, and renewals may each call for a different approach, and timing your mail correctly can make the difference between being noticed and being ignored.
Let’s look at how to time your mail based on lifecycle phase and the type of outreach you're doing.
Onboarding: Start with digital, follow with mail
Digital channels like email and SMS are ideal for delivering immediate information like login instructions, welcome messages, or setup tips. But mail can follow shortly after to reinforce key actions, share product benefits, or deliver a personal welcome that feels engaging and thoughtful. Include a personalized promo code and QR code to to encourage action. This layered approach builds trust and excitement while giving new customers multiple ways to engage with your brand.
Best timing: Send mail a few days after digital touchpoints to create a more lasting impression.
Promotions: Use mail to save the date
Have a big promotion coming up? Get it on your customers’ radar and build excitement with a save the date postcard or booklet. You can even personalize it with product recommendations or unique discount codes. Kicking off a promo by mail gives customers a physical reminder to hold onto – and primes them to engage when your emails and ads go live.
Best timing: Send mail a week or two before the promotion, Start an early bird digital campaign the day before the sale goes live.
41% of consumers say that when they receive a combination of digital communications (emails, texts, etc) and direct mail from a brand, they are more likely to engage with them. Read the full report →
Renewals & reminders: Mail and digital work best together
When you’re trying to prompt a renewal, payment, or account update, consistency matters. Here, mail and digital should work in tandem. Mail builds credibility and is harder to ignore, while email and SMS provide convenience and speed. Together, they give your message more staying power.
Best timing: Use both channels in parallel, with a slight offset to keep the reminder fresh.
Discover more omnichannel workflows for reactivation.
Answered by:
Eamon Barisone,
Principal Solutions Engineer
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