In today’s fast-paced digital environment, marketers are continuously looking for ways to stand out in their target audience’s cluttered inboxes. Direct mail marketing is one tactic that has worked well over time.
Direct mail marketing, which has its origins in the pre-internet age, has repeatedly proven its capacity to grab consumers’ attention and increase response rates. It’s time to reflect on the lessons learned from direct mail marketing and think about adapting direct mail marketing services for the digital sphere as email marketers battle issues like deliverability, spam filters, and low engagement.
All these facts beg the question of whether there is a way to combine the two marketing techniques to devise a multi-channel, multi-dimensional marketing campaign that surpasses the limitations of both, digital and direct mail campaign services at the same time.
Benefits of Direct Mail Marketing
Direct mail is often disregarded by marketers as expensive and pointless. Direct mail, on the other hand, may also be a low-cost, highly targeted lead-generation tool that is easily incorporated into bigger digital marketing projects.
Print and mail services when used with planning and optimization, can even remove a significant chunk of the sales funnel load off marketing platforms like Facebook and Google, decreasing your dependency on these digital behemoths.
Because postal mail is a real object, it is more difficult to dispose of than emails or digital ads. With email marketing, a single click permanently deletes your ad. Direct mail gives the recipient something tangible, which increases the likelihood of a response.
Direct mail offers more flexibility for target segmentation than any digital marketing campaign. You can specify the precise location of your ad recipients, which is an excellent technique for
real estate and many other companies that rely heavily on direct mail marketing to reach their target customers.
Despite being the first generation born after the broad use of the internet, research indicates that Gen Z responds well to print media and offline marketing.
Where Does Direct Mail Fit Into Digital Marketing?
The initial phase of a conventional digital marketing campaign starts with targeted ads on platforms such as Facebook and Google. Depending on user actions, either the desired response or more ads are displayed.
But here is an interesting twist: Some of the best direct mail marketing companies in the USA are known to combine the old-fashioned direct mail and digital ads instead of relying solely on the former. Data-rich direct-mail lists are available with the direct mail advertising companies, like how Facebook and Google operate. The hybrid method merges internet ads and printed direct mail copies to direct prospective customers to the campaign landing page.
PURLs allow marketers to assess the success of their direct mail marketing, just as trackers are utilized in digital promotions. Through PURLs, mail responses and conversions are monitored to create custom retargeting audiences.
Lower costs per acquisition are very much expected when marketers integrate print and digital ads. Half of their digital marketing budget has been slashed by various companies after realizing the great returns delivered by direct mail strategies.
Fusion of Digital Marketing with Direct Mail Campaigns
As previously stated, direct mail is old but not dead; it still has many useful components that are relevant in today’s world. First and foremost, it is engaging and personal, which appeals to a wide range of consumers. Not to mention that 70% of consumers feel more valued when they
receive direct mail.
Digital marketing, on the other hand, has a well-deserved reputation for providing several benefits and producing excellent results. It is cost-effective, personalized, has a worldwide reach, and produces demonstrable outcomes. Furthermore, 83% of organizations say their digital marketing activities are effective.
However, when combined, digital marketing and direct mail operations produce extraordinary results. According to research, integrating digital and direct mail efforts can result in 40% higher conversion rates, and 68% of marketers believe that combining digital and direct mail initiatives enhances website visits.
Let us check out some of the most popular fusion marketing strategies that combine the best of direct mail marketing and digital marketing-
1. Display Ads: Direct mail and display ads can be brought together by focusing on specific individuals on your mailing list based on their IP addresses. As browsing the web, banner ads are showcased through this cookie-free approach, hitting prospects at each point of the marketing funnel. Click rate monitoring keeps you informed of progress in real time.
2. Facebook Ads: Integration of Facebook ads and direct mail hinges on matching data. News Feed delivery has become customized, allowing you to target customers and prospects with precise ads. Offering a range of ad options, Facebook’s flexibility is attributed to the fact that many people typically spend much time on the platform, therefore fostering ready-to-use conditions for marketing. Click rates must be monitored to ensure successful ad delivery.
3. Email: Do not underestimate the power of email marketing combined with direct mail services. Use an email before dispatching a direct mail copy and after it is received by the prospect, use it to stimulate curiosity and renew offers via timely feedback. It is also an opportunity to present additional special offers to encourage immediate action.
By combining digital and direct mail strategies, the key lies in driving consumer action. Seeing
your campaign in both digital and print formats can help to increase awareness and brand recall, as well as persuade people to act. Consistent messaging across various digital platforms including social media, websites, and email, paired with direct mail can yield a much higher response rate.
When compared to social media and search ads, direct mail offers fewer options to raise brand recognition.
Lastly, Direct mail and digital marketing each have their unique advantages, but marketing is expanding to incorporate tactics that combine both components. In the digital age, relying solely on direct mail campaigns is a mistake. An integrated campaign, on the other hand, can give you the best of both worlds.