Direct Mail + Digital
Don't Forget Direct Mail
It is recommended that you reach your customers through multiple channels, in order for your message to resonate. While you may be tempted to lean on digital marketing to reach both customers and prospects, you shouldn’t forget the power of direct mail. Not only is it a medium that allows for a ton of personalization, but it’s also extremely effective. Here are some stats to prove it:
- 54% of consumers say they want to receive mail from brands they like (Adweek)
- 70% of people feel direct mail is more trustworthy than digital marketing (Compu-Mail)
- Direct mail requires 21% less cognitive effort to process than digital (Canada Post)
As you can see, direct mail is still a strong form of marketing. So, how can you leverage both direct mail and digital marketing to reach your intended audience?
Invest In Pay-Per-Click
Pay-Per-Click (PPC) allows you to set up an ad on Google and pay each time a user clicks your ad. It is a very effective method of marketing because of Google’s robust data surrounding their ads - you can find out the number of clicks, impressions, and conversions your ad received. To make the most of your ad, set it up alongside a targeted direct mail piece. When people search for your company or your services, the ad will be served, enticing users to click.
Send A Thank You Email
It starts with including a dedicated URL on the initial direct mail piece that you send to customers and prospects that they should use in order to redeem a coupon. When they visit your site, the form fill asks for their name, number, and email address in order to redeem the offer. Once you have that information, send a targeted email welcoming them and thanking them for signing up. Additionally, you can include more discounts they can use in the future, links to your social media, and more.
Encourage Users To Follow You On Social
There are over 2 billion people on Facebook. Most people spend over thirty minutes a day on the platform. Your users are online - so why not engage with them in a place you know they frequent? Having a good social presence helps your credibility and gives you a platform to speak to your customers in a more personal way. To grow your followers, consider highlighting your social pages on your direct mail marketing. Encourage users to like and follow you on social to learn more about your company, receive specials, and more.
Although direct mail and digital marketing can stand alone and deliver results, they are even more effective when paired together. For more tips on how you can make multichannel marketing work for you, contact us today.
