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THE EFFECTIVENESS OF DIRECT MAIL AND DIGITAL MARKETING

It’s a digital world. Facebook, Google, and other digital platforms are doing the heavy lifting across the digital marketing sales funnel. However, very few brands are connecting and getting responses with the highly targeted campaigns. In fact, studies show 70% of consumers believe today’s marketing campaigns are superficial and 63% claim that they are growing numb to them.

So as a marketer how do you approach the noisy world of digital marketing while there are already too many marketers screaming to be heard?

How do you convince and covert while staying credible and appealing to your audience?

Well, in this article we explain the effectiveness of direct mail and digital marketing and how you can break through the digital noise using both methods as part of your marketing campaign.

So let’s kick things off by looking at how effective both methods are when used together.

DIGITAL MARKETING AND DIRECT MAIL EFFECTIVENESS

When used together direct mail and digital marketing generate a higher response rate than digital marketing
alone. According to Brand Science Review, using a multi-channel marketing campaign that includes direct mail yields a 12% higher ROI.

This combined with the fact that 70% of consumers say they’d prefer to interact and connect with businesses via various channels, shows important it is to have more than one medium of advertising.

With direct mail and digital advertising, brands can also expect greater exposure, more qualified leads and more targeted opportunities. This allows them to cover all the marketing bases and also tailor print and digital ads for a more holistic advertising experience.

#Direct mail + digital marketing = Perfect marketing mix with an ROI made in marketing heaven.

Now that we have seen how effective direct mail and digital marketing is, let’s go through some of the ways you can implement a direct mail and digital marketing multichannel marketing strategy.

ADDING DIRECT MAIL TO YOUR DIGITAL STRATEGY

No matter how clever and irresistible your digital ads may be, there will be people who will simply ignore or block your messages every time.
Using direct mail helps you target these people by creating personalized print mails tailored to their liking. You can start by creating a list of non-digital responders and then crafting good print mail pieces that inspire them to take action.

QR CODES

QR codes are a great way to
increase engagement and boost traffic on your website. Using them across your direct mail marketing campaigns allows you to gain actionable insights into the customers you are serving. For example, QR codes can help you know who are your customers and where are they getting your mails from.

DIGITAL ADS

Direct mail is a perfect fit for a comprehensive digital campaign when done correctly. Start by planning your digital ads and creating your direct mail content, but make sure your direct mail appears in advance of your digital ads. This will help create a digital ad timeline that’s easy for consumers to relate and to follow. The more relatable your online ads are the more click-through rates and exposure your brand will get.

CONCLUSION

Conclusion While the internet may play a huge part in the daily lives of customers, it is important for marketers to remember that a successful marketing campaign depends on the ability to engage consumers on multiple channels than so much more than one channel.

For your campaigns to be successful, always include a variety of mediums that interact with different consumers across your customer base. This way, your business will create an all-around marketing experience, improve brand awareness and increase marketing ROI.