Multiple Channels Can Strengthen Each Other

In addition, organizations can use e-mails to improve the response to direct-mail campaigns. Haji says GetActive client NARAL has tested sending out pre-direct mail and post-direct mail e-mails. The pre-e-mail alerts recipients that NARAL is sending them a renewal offer in the mail that they should look out for. The post-e-mail says something like, "We have recently sent you a renewal offer in the mail. Please take a look at it and send it back." "Those have proven to have a positive impact on direct-mail response rates," Haji says.