Left leg, right leg. Right hand, left hand. Left eye, right eye. Right ear, left ear.
To function correctly, we need everything on the left and everything on the right. Without that symmetry, we compensate, and when we compensate we use a lot more energy to coordinate our efforts.
It’s the same with your messaging. Does your right letter know what your left email is doing?
Are your emails and postal mail coordinated? Yes, they’re different, but like our two hands, when working together they’re much more powerful than working alone. They need to look and sound like they’re coming from the same organization that has the same mission and concerns.
Yet like your hands, your emails and postal mail shouldn’t be clones of each other. One might be stronger than the other, and one could be favored. But as much as they differ, they can’t look like they come from different people.
Yet a lot of messaging does. Maybe different people were responsible for each? Did your boss want your “new media” to have a “new look,” while your paper is “traditional?”
The solution may be as simple as having the same design standards. It could be a meeting between “hands.” Regardless, now is the time to clap them together and to fix the problem. Paper and e-mail don’t do as well alone as they do as a team. The hands need to shake, and agree.