4 Ways to Integrate Direct Mail Into Your Digital Marketing Landscape

Remember when you used to check the mail? It was stuffed and filled with circulars, letters, bright and packets, some of which were tossed before anyone ever saw it. It covered table tops and counters, and stacked up quickly. People sorted out the familiar stuff and often swept the whole stack into the trash bin. Something like today’s email inbox, actually.

Direct mail has changed as digital communications have exploded, and that is a good thing for businesses. Standard mailboxes are relatively quiet when compared to the noise online, and you have a good chance of a private audience when you utilize direct mail. Getting the mail is a way of stepping away from the noise of the digital world and reconnecting with the real. As a result, the CMO Council reported that direct mail’s response rate averages 3.4 percent compared to email’s 0.12 percent.

Research shows that consumers engage with direct mail very intentionally. With less competition over their attention, as well as a sure shot of reaching your prospect in a moment of quiet, direct mail can be a great way to deliver a powerful message.

Integrating your direct mail moment into a digital campaign will heighten its impact exponentially. Here are four suggestions for how to use direct mail to give your campaign impact and to connect with and inspire your prospects.

1. Lead Generation and Qualification

Direct mail can be a great way to drive traffic to your landing page, and you can target your ideal audience in a way that’s impossible on digital channels. Using an inbound approach, be sure to offer high-value information or another incentive in order to engage with your prospects. Conversely, you can send valuable information and packets through the mail — a great way to verify high value leads.

2. The Personal Invitation

If a lead has been engaging with your content meaningfully, it might be time to make them a special offer. Direct mail is a great way to offer exclusive specials and to show that you’ve been paying attention to what people are saying and doing online. For example, if you run a food delivery service and have identified leads who have explored the service, you can offer a free dinner using the most popular dishes that visitors click on. A special offer can get lost in the email box, but sending it through direct mail will increase the chances of it being seen.

3. The Big Reveal

If you’ve been developing a product or piquing curiosity about a new concept or project, direct mail can be a great way to inform your audience about important developments and chances to get involved. Again, use actionable data to discover what people are curious about, and reveal something truly new and interesting.

4. Keep It Simple

Simplicity is a great way to make sure your message is heard. Use clean, powerful copy and design to deliver a simple but meaningful message. Don’t try to say everything, but focus on one core message. Using the same tone and style across your email subject lines, ad copy and direct mail copy will create a stable and reliable voice that is recognizable and credible.

Direct mail has a certain tangibility that no other media, for all its effectiveness, can serve up. People just like getting mail. It builds trust and provides an opportunity to showcase your brand in a unique way. Build on the look and design of your digital campaign to differentiate yourself and create a lasting impression.

Building the direct mail option into your campaign will give consumers a vital touchstone on their customer journey, as well as support and amplify your digital presence.

At DIS Direct, we can help you unleash the power of direct mail. Click Here to get started.

Direct Marketing in a Digital World: Marrying Online and Offline Marketing

Even though it’s essential in this digital day and age to participate in some form of digital marketing, it’s still just as essential to engage in some form of “offline” marketing as well. And among the many forms of “offline” marketing, none is more effective than direct marketing. In this blog post, we will go over the various forms of direct marketing that are just as essential to your business as digital marketing. We will also discuss the importance of engaging with your customers using direct marketing. Finally, we will show that the most effective marketing encompasses many forms of marketing, and why this is so.

Why Do You Need Direct Marketing?

Both digital and direct marketing generate a personal connection with the potential customer, making it more likely that the lead will turn into a client than if the company just engaged in passive forms of marketing (such as ads in a newspaper, or ads on social media). In fact, companies that engage in many forms of direct marketing to further develop their brand recognition, build a stronger relationship with the customer base and keep a consistent marketing message across several platforms. Many professional marketers already know that people are more likely to respond to, and engage with, brands that engage them using both digital and direct mail marketing.

How Direct Marketing Can Effectively Incorporate Digital Marketing

Believe it or not, there are some companies that use a combination of direct and digital marketing on a demographic that one wouldn’t expect to be responsive to it: millennials. A recent experiment conducted by AMI Marketing has shown that, when college students receive mailers that point to social media links and/or company landing pages, they are more likely to respond (that is, engage with the company, and potentially become a client of the company) than if they just received a Tweet or a Facebook message. This same study also demonstrated that the ROI on this type of “mixed medium” direct marketing can be as high as 62 percent! While this seems counter-intuitive to the millennial mindset, it also proves that direct marketing works… especially when it combines different mediums.

Direct Marketing By The Numbers

If you still need further proof that direct marketing married with digital marketing is the best route for your company, consider this: according to SteamFeed, brand advocates (read: potential and current clients) are 50 percent more likely to “create and share” original content about the product, which leads to increased purchases. In addition, when customers receive a direct mailer about a product, 45 percent of them are likely to engage with the company via social networks. Finally, and most impressively, direct mail is 95 percent more likely to generate a response (especially via social media) than passive forms of advertising.

These numbers alone are enough to convince us that marrying direct marketing with digital marketing is the most effective way to maintain your relevance in a digital world… and we hope it does the same for you!

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Using Analytics to Create the Ideal Direct Marketing Campaign

Correctly targeted direct marketing can be an extremely powerful tool for your business, but poor targeting can waste your marketing budget. Even if you have constructed an effective inbound marketing campaign, you may still be missing out on many potential customers if you don’t embrace direct marketing. Here are some tips for creating a direct marketing campaign that carefully focuses on your target audience.

Use Analytics to Create a Buyer Profile

The first step in creating any targeted marketing campaign is to create a buyer profile. This includes information such as the age, gender, location and social status of your typical buyer. If you don’t have this information about your customers, you need to gather it. Try sending out a survey to the customers on your mailing lists to gather as much information as you can about their demographics and lifestyles. Look for trends in the data to find out what your typical buyer is like. You can use this information to create digital marketing materials that appeal to that kind of person.

Segment Your Audience

You don’t have to restrict yourself to a single buyer profile. If your data shows that your customer base contains more than one type of buyer, then consider using segmentation to split your list into several different buyer profiles. You can then send targeted messages to each group to target their individual preferences. For example, if you run a sportswear company, you may want to send separate direct marketing mailings to men and women, so you can show each group the special offers relevant to their gender.

Assess Reactions to Your Digital Marketing Campaigns

Analytics can help you assess reactions to your digital marketing campaigns. Use analytics software to find out which recipients click through to your site from the emails you send out. Analytics software can even let you know how long these customers spend on your site and which pages they visit. Measuring this data lets you know how successful your marketing campaign is. This is useful feedback for any business, as you don’t want to waste money on marketing campaigns that aren’t working. Try sending different marketing emails to different groups of customers, so you can compare the two campaigns to find out which one is most effective.

Use Analytics With Direct Mail Marketing

When you use direct mail instead of email, it’s less obvious how to use analytics to assess the success of your marketing campaign. However, there are still some tricks you can use to track customer responses to your direct mailing. Consider sending out discounts codes that customers can use to access special offers on your website. If you send a different code for each customer or group of customers, you can see which buyers are most responsive to your marketing campaigns.

Analytics can help you understand your buyers by letting you know their demographics and interests. Use this information to target your direct marketing campaigns to particular groups of buyers or test new marketing strategies. By segmenting your email and direct mail lists into different buyer profiles that you contact with personalized offers, you can target your resources much more effectively. This could help you maximize the interest generated by your direct marketing campaigns and therefore increase your return on investment.

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Blurring the Lines Between Direct and Digital Marketing

Are you reaching ALL your subscribers?

Are your digital marketing campaigns reaching all the subscribers in your marketing database? Chances are they are not. Marketers continue to struggle to reach subscribers who have either opted out of digital communications, have email addresses that are undelivered or simply have a preference for offline marketing.

OmniChannel Programs Deliver

Successful marketers are utilizing an Omnichannel marketing approach that includes both online and offline marketing. They are finding that combining direct mail with other digital channels is critical to creating an enhanced marketing experience for their customers.

Direct Mail Improves Campaign Effectiveness

Direct mail has also shown to improve the effectiveness of a digital marketing campaign. A recent Brand Science   study reported a   62% uplift in ROI from digital campaigns that include direct mail.  Integrating direct mail in your overall marketing strategy is critical to reaching your entire marketing database. A recent study by InfoTrends reported that 49% of marketers combine direct mail with digital messaging .

Direct mail continues to be a very effective way to reach people who are interested in your product or service. The use of direct mail with other digital channels provides an enhanced marketing message that will increase sales.

Click here to see examples of how direct mail can play a role in your overall marketing strategy.

How Direct Mail Enhances your Digital Communications

Direct mail has shown to improve the effectiveness of a digital marketing campaign. A recent Brand Science study reported a 62% uplift in ROI from digital campaigns that include direct mail. Integrating direct mail in your overall marketing strategy is critical to reaching your entire marketing database. How are marketers effectively using direct mail as part of their overall marketing strategy?

  1. Channel Preference – Not everyone prefers to receive email. A segment of a typical marketing database prefers to be communicated with using direct mail and other offline channels. Don’t turn your back on this segment and engage them using direct mail.
  2. Compliance – There are mandates for certain industries including financial services and healthcare that direct mail be included in critical communications to their subscribers.
  3. Email Opt-In – Digital marketing subscribers do opt-out of communications and emails may bounce. If your email communications are unwanted or don’t reach your subscribers, direct mail is the perfect way to re-engage them and drive them back to our email marketing database.
  4. Reminder – Including a 1st or 2nd reminder via direct mail can go a long way to driving a consumer to action.
  5. Win Back/Re-Engagement – If your emails are continually not opened, or a customer has not made a purchase in quite some time, maybe a direct mail engagement will get them engaged again with your brand.
  6. Abandoned E-commerce Shopping Cart – Like email, direct may include highly personalized content based on a subscriber profile. Examples include using images from an abandoned cart from an e-commerce website. If a customer does respond to an abandoned cart digital communication, direct mail is another way to drive the consumer to complete their purchase.

For more information about how direct mail can play a role in your digital communications, click here to contact us.