Direct mail still has a place in the digital age
While many marketers have turned away from direct mail in favor of digital channels like email, social media, and websites, direct mail still has its place when used strategically alongside other marketing efforts.
Done right, direct mail can complement and enhance digital campaigns by driving traffic, leads, and sales.
Direct mail reinforces brand awareness
Getting physical mail builds familiarity and top-of-mind awareness of your brand that can’t be achieved through digital channels alone. Receiving a direct mail piece makes your brand feel more substantial and real.
This awareness carries over when recipients then see your ads or posts online.
It provides an excuse to reconnect
Direct mail gives you a reason to reach back out to past customers or contacts. A simple greeting card, postcard, or small gift can reengage recipients and remind them of your business.
This “excuse marketing” gets your brand back in front of people who may have forgotten about you or not thought of you in a while.
It personalizes the digital experience
Direct mail adds a personal touch that enhances the digital experience. For example, including a personalized code or offer in a mailer that can then be redeemed on your website turns an otherwise impersonal digital interaction into a more personalized one.
This builds better connections with customers.
It has a lasting impact
Unlike emails that can be easily deleted or forgotten, direct mail tends to be kept, displayed, or passed along more often. The physical nature of mail makes the message more likely to be remembered.
And since people interact with mail away from screens, it holds attention in a different context than digital communications.
It boosts response for digital campaigns
Direct mail used as teaser ads or to prime recipients for an upcoming digital campaign significantly increases response rates for those follow-up emails and online promotions.
The direct mail piece generates interest and awareness that carries over to digital channels.
Integrating direct mail and digital marketing
To maximize the benefits of direct mail, it’s important to thoughtfully integrate it into your broader marketing strategy and digital campaigns. Here are some effective ways to combine direct mail with other channels:
Include a QR code or unique URL
Direct mail provides a physical anchor for digital interactions. Include a QR code or unique tracking URL in your mailer that leads recipients directly to a landing page, offer, or your main website. This bridges the physical and digital experiences.
Send follow-up emails
Use direct mail as the introduction, then follow up with targeted emails containing more information or offers. The direct mail piece primes recipients to be receptive to your follow-up messaging in their inbox.
Promote timely online content
If you’re launching a new blog post, product, or service, a direct mail teaser can drive traffic to check it out online. Give recipients a taste in print and point them to your website or social pages for more.
Cross-promote channels
Direct people through your mailers to engage with you on social media or sign up for your email list. Then promote your direct mail campaigns on those digital channels as well to expand your reach. The different platforms reinforce each other.
Measure effectiveness
Use tracking URLs, codes, or reply devices to see which direct mail pieces are driving the most web or call center traffic. Test different designs and messaging to optimize future mailers. Digital tracking provides insight into what’s really working.
Maximizing ROI from direct mail campaigns
To get the best return on your direct mail investment, focus on these best practices:
- Target your lists carefully. Refine your segmentation to reach those most likely to take action.
- Test designs. A/B test various mailers to see which generate stronger responses.
- Time it right. Consider customer purchase cycles or your company’s seasonal campaigns when scheduling mail drops.
- Make it scannable. Use plenty of white space, headlines, and subheads to guide readers’ eyes efficiently through your content.
- Include a strong call to action. Clearly tell people what you want them to do next, whether it’s calling, visiting your site, or another specific action.
- Measure results. Track codes, URLs, reply devices, and overall metrics like new leads and sales to gauge direct mail’s true impact on your business.
- Integrate with other channels. Combine direct mail with digital, social, email and more for maximum exposure and effect.
- Nurture leads. Don’t make it a one-and-done campaign. Follow up consistently with those who respond for ongoing engagement.
FAQs about integrating direct mail and digital marketing
Q: How do I design direct mail pieces that complement my digital presence?
A: Align the look, feel, and messaging of your direct mail with your overall brand. Use consistent colors, fonts, logos and voice so print and digital reinforce each other. Include calls to action that point to relevant landing pages, offers or social profiles.
Q: What types of businesses can benefit most from direct mail?
A: Direct mail works well for local businesses, professional services, retailers, non-profits and membership organizations. It’s especially effective for industries where big-ticket or considered purchases are common like real estate, insurance or financial services.
Q: How can I make sure my direct mail stands out?
A: Use unusual shapes, textures, scents or interactive elements to capture attention. Tell a compelling story. Include high-quality visuals, personalization and handwritten notes. Keep copy concise with an irresistible offer. Test creative elements like these to find what resonates best.
Q: What are some affordable direct mail options?
A: Postcards, self-mailers and letter-sized mailers printed on quality stock are cost-effective choices. Consider variable data printing to personalize. You can also use mailers as leave-behinds at events or deliver door-to-door yourself to cut postage. Online printing services offer affordable rates at all budget levels.
Q: How do I get mailing lists for my direct mail campaigns?
A: Purchase targeted lists from list brokers, compile data from your own CRM or website forms, and partner with local organizations or businesses to exchange lists. Always obtain permission for purchased or compiled lists and allow opt-outs per privacy regulations. Consider public records, specialty lists, or list rentals too.
In summary
Direct mail works best as part of an integrated multichannel marketing strategy. When thoughtfully designed, timed and tracked, it can significantly boost awareness, leads and sales by complementing your digital campaigns. Test different mail pieces to refine your direct mail efforts over time. Most importantly, don’t forget to consistently nurture leads across all channels for long-term customer relationships.
