In fact, while digital marketing revolutionized the small business playbook, enabling entrepreneurs to reach huge audiences at a fraction of the cost of traditional advertising, one of the longest-standing tactics in marketers’ arsenal has become increasingly powerful in the digital era. To the untrained eye, direct mail may have become an overlooked strategy among other channels such as social media. However, marketers ignore it at their peril – in fact, integrating direct mail along with a digital campaign can reap significant benefits.
In a world where digital notifications never stop, it can be easy to forget that people still interact with email on a daily basis. That’s part of what makes direct mail so important. The competition for space in a consumer’s mailbox is less intense than their social feed. This creates an opportunity for marketers to increase the frequency with which their target market sees their message both online and offline.
How can Direct Mail improve digitally?
The frequency and number of touchpoints with which you can influence your target audience is critical. This means that impressions can’t just start and stop in the digital world. In fact, the most effective marketing campaigns target the same audience across both digital and traditional channels. Direct mail is the most important traditional channel that can provide the same precise audience targeting as digital. You can build a list of recipients based on interests, age, gender, location, and more, just like you would with a data-driven digital campaign.
In addition, there are now platforms that allow you to run a digital campaign in addition to a direct mail campaign in the same place, with the same data and audience targeting across all channels.
Jim Fitzgerald, CEO of Taradel, a platform that integrates direct mail and digital campaigns, says: “The biggest misconception is that direct mail is dead. It’s not. Perhaps it’s easy to confuse the decline of first-class mail, traditionally used for statement and billing purposes, with the booming marketing mail industry. The reality is that direct mail response rates are at an all-time high and technology has made direct mail a more effective and data-driven ad delivery medium.”
He goes on to explain that there is a misconception about the ability to track direct mail. “Advertisers use a variety of tools, including call tracking phone numbers, QR codes, campaign-specific URLs, coupons, and promo codes, for attribution purposes. These tools allow advertisers to track direct mail response rates and conversions with the same precision as digital campaigns.” , he says.
How to Plan a Direct Mail Strategy
If you’ve decided to launch a direct mail campaign, there are a few things to remember when deciding how to integrate it into your digital efforts.
There should be clearly defined goals that are consistent with your digital endeavors. Think about the type of action you want to get from this campaign, the impressions you need to get, and how you’re going to track it.
Second, just like with your digital campaign, you need data to build an audience. Ideally, it should be the same audience you’re targeting through your digital channels, so using a tool that allows you to target the same audience both digitally and via postal address will give you the best results.
Finally, create a catchy text that captures your audience’s attention and encourages them to take action. Your copy should be concise and persuasive. Design a piece of direct mail that stands out and makes an impact.
As you evaluate your marketing campaign for the coming year, keep in mind that direct mail is an effective way to reach your target audience and generate leads. It is more personal than other forms of marketing and can make a big impression on potential customers. It might be worth considering for your next campaign.
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.