I couldn't have said it better myself, so I won't. Here's what she wrote:

Direct Mail and E-Mail Make A Powerful 1-2 Punch

A recent article in DM News titled, Study: DM, e-mail blend ups spend, cites new research conducted by Royal Mail, a British postal service, that revealed nearly seven in ten people believe direct mail strongly support the success of online advertising.

The Royal Mail research found that:

• Direct mail and digital campaigns can increase spending by 25%.
  
  
• More than half of those surveyed prefer to be contacted by some combination of direct mail and online communications.
  
  
• Web users think direct mail is more personal, professional, and gives a better impression than online communications.
  
  
• Eight in ten people believe that e-mail is best for communicating brief messages.

While the research primarily focused on consumer spending, we can apply most of its lessons to B2B professional services.

First, in my experience, integrated communications work better than singular tactics. Prospects respond differently to different offers and media. Some delete all emails, others trash direct mail, and yet others need to see your offer several times before they act.

Second, professional services firms face long sales cycles. It often takes many touches, over time, to engage a prospect. By mixing up the media and continuously sending prospects value-based communications, you stay in front of your prospects and position yourself as a thought leader.

Third, as the research points out, direct mail and email give very different impressions of your brand. Direct mail is considered more professional and personal, while email works well to deliver brief messages. Professional services marketing and sales require a direct, one-to-one approach. Direct mail can provide a professional and personal touch, while email can reinforce your message.

Lastly, most professional services providers must connect with busy, high-level buyers bombarded with marketing messages. The combination of direct mail and email can get you through.

For your next campaign, follow in the footsteps of consumer marketers – consider pairing direct mail with email. You may see your response increase by 25% or more.