When thinking of direct mail, you might imagine big, colorful postcards from the local car dealership or the latest advertisements from a mortgage company – all of which end up in the same place: the trash.
Knowing this, why would you want to reach out to customers through direct mail? After all, most your customers are using digital channels. Wouldn’t that be the best place to reach them?
Statistics tell an interesting story – one that might change your mind. A 2011 report found 50% of customers preferred direct mail over email, and up to 80 percent say they open most direct mail – even if they consider it junk.
And while marketers are sending less direct mail and more emails, open rates for marketing emails are steadily declining. Direct mail and digital marketing, however, aren’t an either-or proposition. Combining these two marketing methods creates a powerful synergy that could create amazing results for your next campaign. But where should you start? Check out these five ways to begin integrating direct mail and digital marketing now.
1. Coordinating Direct Mail and Email Campaigns
When executed correctly, combining direct mail and email could lead to response rates that are more than double the typical results. This could seriously impact your ROI. When starting your campaign, it’s important to send direct mail to prospects first.
A week after prospects receive the letter, follow up with an email. Continue to follow up through email up to four times for each printed mail piece. Also, don’t forget to create a strong call to action (CTA) for each marketing piece. Readers must feel a true sense of urgency to respond to your offer. Test different CTAs in both your email and direct mail pieces to determine which provides the best results.
Key takeaway: Capture your target market’s attention through direct mail, and continue to drive them to action through email marketing. Since email marketing is used more frequently by marketers, it’s best to start by sending a direct mail piece first.
2. Tie Direct Mail to Interactive Marketing
A Utah-based digital marketing agency combined direct mail with digital marketing to drive greater engagement with its customers. The company sends a holiday card to customers each year, but recently, it decided to combine digital and direct mail for greater results. The company started by sending a holiday mailer to its clients. The front of the card included a poem focused on the company’s core values, and inside, there was a $20 bill and a QR code. Scanning the code led customers to a YouTube video that featured staffers expressing their sincere gratitude to their customers.