If you’re wondering whether direct mail is still effective in our digital age, it’s worth thinking about trust.
In today’s fast-paced, digital world, it’s easy to be seduced by cool-sounding trends and technology, like artificial intelligence. It’s just as easy to overlook the power of traditional marketing tactics that drive direct mail response rates.
Yet it’s the traditional marketing tactics that are tried and tested, and the ones that produce results you can trust.
Direct mail has proven time and time again that it is a highly effective way to reach your target audience and drive conversions – if done correctly.
Still, that doesn’t mean we should completely ignore digital marketing. Digital marketing and direct mail can exist together, and that’s why today we’re talking about ways you can leverage a classic marketing tactic in today’s digital age.
Why Integrate Direct Mail With Digital Mail Marketing
One of the biggest challenges in digital marketing? Making sure your recipient actually gets the message. That’s one advantage direct mail still holds over digital marketing. Navistone even says that direct mail open rates can reach up to 90%!
Our hope today is to shine a light on how both styles of marketing can benefit each other. By integrating direct mail with your digital marketing strategy can offer a range of benefits for your business, including:
- Increased Reach – By integrating direct mail with your digital marketing efforts, you can reach customers who may not be active online or who prefer to receive information via traditional channels. Then you can extend an invitation to your websites or other digital properties that they may otherwise have missed.
- Improved Response Rates – Direct mail can be highly effective in capturing the attention of customers and encouraging them to take action. By creating CTAs that connect the customer to your digital touchpoints, you can create a multi-channel experience that drives conversions.
- A More Personal Message – Direct mail allows for a high degree of personalization, which can help create a more tailored experience for your audience. When integrated with digital marketing efforts, including email segmentation, you can use customer data to further personalize your messages and increase engagement.
- Greater ROI – Direct mail can be a cost-effective way to reach customers and drive conversions, while digital marketing efforts can help you track and measure the success of your campaigns. This leads to a more cohesive and effective marketing campaign that maximizes your return on investment.
5 Tips For Keeping Your Direct Mail Response Rates Up In The Digital Age
Now that you’ve seen a few of the potential benefits for integrating direct mail and digital marketing, it’s time to get down to the brass tacks. Here are five tips we’d recommend for making sure you get great direct mail response rates while also creating a campaign that connects with your digital marketing efforts.
- Keep That Data Current
Keeping your mailing list current and up-to-date is critical for ensuring that your direct mail campaigns are reaching the right audience.
By combining your direct mail efforts with email campaigns and your digital CRM, you can ensure you have the correct customer information. This allows you to target your mailings based on demographics, purchase history, or other relevant data (and avoid mishaps and misunderstandings from outdated info).
- Personalized Content
Personalization is key to keeping your direct mail response rates up in the digital age.
This can include using customer names, but often goes beyond to include custom messaging and targeted offers to create a more personalized experience for your audience that they won’t get from any run-of-the-mill cold outreach.
- In-Depth Information
Direct mail allows you to include more information and detail than is possible through social media or other digital channels.
While digital ads are great for catching someone in the moment, they can leave a bit to be desired when it comes to breadth and depth. By sending direct mail to a contact you’ve captured digitally, you can provide more context and information about your products or services, and give them a more complete understanding of your offerings.
- CTAs That Convert Direct Mail Response Rates
A clear and specific call-to-action is critical for driving conversions and keeping response rates up.
With direct mail, you have the opportunity to encourage interaction across your brand’s touchpoints. This can include encouraging customers to visit your website, make a purchase, or take another desired action, and should be prominently featured in your mailings.
- Blend With Other Marketing Efforts
Direct mail can be highly effective when combined with other digital marketing efforts, such as email marketing or social media advertising.
That could include a QR code being mailed to a client that connects them to a specially designed landing page for customers only in their neighborhood, town, or area. By creating a cohesive, multi-channel marketing campaign, you can maximize your reach and engagement.
Develop Your Next Direct Mail Marketing Campaign With Full Sail Media
Combining the classic stylings of a direct mail campaign with the modern touches of digital marketing takes a certain type of expertise.
At Full Sail Media, you’ll get the benefit of both to ensure that your campaigns are not only effective but also integrated seamlessly with your other marketing efforts.
We’ll work with you to create personalized, targeted campaigns that drive engagement and conversions. Contact us today to learn more about how we can help you maximize your direct mail response rates and take your marketing to the next level.
