As we know, a well-rounded marketing mix utilizing multiple channels improves awareness and boosts response rates. This is proven to be true when talking about traditional marketing and digital media, specifically, when combining direct mail and email marketing. But does it work for merging social networking with traditional marketing methods? Can two marketing methods, on seemingly opposite sides of the spectrum, learn to effectively work together and produce marketing harmony?

Paul Gillin, author of “The New Influencers: A Marketer’s Guide to Social Media” and recently published “Secrets of Social Media Marketing,” thinks so. His article in Deliver magazine, offers 10 ways to blend direct mail efforts with social networking. In my opinion, not all of them are reasonable ways to integrate direct mail with social media marketing. But, some of them can certainly work to spark the interest of existing customers and prospects. The top three that I like include:

1. Guided by content provided by customers online, deliver highly relevant coupons, offers and promotions directly to customer’s physical mailbox.

Surprise them with pertinent mail offerings – Despite what some think, Web-savvy customers do enjoy relevant mail offerings. Drive members from the computer to the mailbox by letting them provide their mailing addresses in exchange for special offers – coupons, product samples, etc. – made exclusively through the mail.

2. Engage with customers online through contests and surveys. Announce winning entries via direct mail. I especially like his idea of integrating online content with a monthly calendar – something that the recipient will likely keep around.

Turn contest entries into direct mail – Have members of your online community vote on content, such as photos submitted by other members. Publish winning entries as a calendar and send it out via direct mail.

3. Use greeting cards to allow customers that are online to share content with potential customers that are offline.

Create a greeting card promotion – People love to send greeting cards to their friends, so make it part of your ongoing campaign. Give members a palette of creative greetings with images and slogans that relate to your business. Enable them to personalize the greetings and specify a mailing address. You do the mailing.

I’m sure there are many creative ways to mix these to channels together. As Gillin points out, the important thing to remember is that:

…community is content. By leveraging contributions from your customers and promoting interactive features on your Web site, you can revitalize direct mail content…