In the past couple of years, the world has witnessed a major increase in the popularity of various digital marketing channels, which made a lot of people think that they are the only ones that they could use for their marketing strategies.
Although there’s nothing wrong with implementing them, it doesn’t mean that you should instantly give up on direct mail marketing, because, at the end of the day, it is still one of the most effective advertising tools in the world.
What you can do to jazz things up a little bit is to integrate your Direct Mail Advertising and direct mail marketing into your marketing strategy because, as it turns out, it’s a phenomenal combination. Not too sure about this? Keep reading to change your mind!
Why You Should Do It In The First Place?
If you are relatively new to the marketing world, then maybe you didn’t notice that it has changed a lot over the years. Even though lots of people are massive fans of the digital world and everything that comes with it, they are still longing for something palpable and meaningful, and that’s precisely what they’ll get with direct mailers.
Now, you may think that they are outdated, however, numerous recent studies have shown that a vast majority of print materials have made a huge comeback in the past several years, which encouraged businesses of different sizes to reconsider them.
Although they want to keep up with the latest trends and innovations, they still need to think about the needs and demands of their consumers, if they want to retain them. And what these people want is something they can hold and touch, not just another generic email that can disappear with one click only.
Several studies have uncovered that recipients who got emails, along with tangible things like brochures, postcards, and/or catalogs were a lot more engaged and invested in the brand that sent them, which led to a fifteen percent increase in those who took that step.
Surprisingly, consumers didn’t just open their catalogs, but they kept them for several days, which is definitely amazing and just goes to show how the combination of something conventional and new is super effective!
If You Take This Step, You Will Boost Your Marketing Efforts!
This integration has proven to be extremely beneficial for most marketers and business owners. For example, you can utilize the Cactus Mailing every door direct mail strategy and mix it up with some of the digital tools you leverage regularly to support your marketing strategy, and, simultaneously, reach your target market. With the help of direct mail marketing, you’ll be able to build brand awareness and build rapport with your prospective clients.
Suppose you express your creative skills and end up creating a wonderfully designed direct mail piece. In that case, the message you are trying to convey will suddenly become a lot more interesting, engaging, and memorable in the eyes of the recipients.
There’s something about these print materials that makes the whole experience even more realistic and personal, and that allows you to provide your customers with an immersive experience.
You First Need To Define The Goals Of Your Direct Mail Advertising Campaign
If you want your campaign to be successful and to bring fantastic results, then you first need to take this step. Ask yourself, what do you want to accomplish with it? Do you want to increase sales, spread the word about your business, retain old customers, or anything else?
Why is this such a crucial step? Namely, something like this will affect other aspects of your direct mail strategy, starting from the design, and execution, to others. When you identify all these objectives upfront, then you are capable of adapting direct mail marketing tools to fulfill these goals.
Digital Methods Aren’t Always The Best Solution
There’s no denying that a lot of people these days, resort to search engines and a variety of different digital solutions when they want to hunt down a particular service or product, you need to remember that there’s a large group of people who are still interested in so-called old ways, which refers to direct mail, of course.
Consequently, if you want to have the best of both worlds, then you should consider mixing your social media strategy, or your email marketing campaign with any physical print that you find appealing and effective.
If you do this, your overall marketing strategy is going to become a lot more efficient, and will be able to reach a wider audience because you’ve created something that cannot be seen every day, yet that’s very visually appealing.
In these instances, marketers tend to employ things like booklets, brochures, and postcards whenever they want to reach their target audience and provide them with detailed information regarding their services and products.
Super-Useful Social Media Integration
If there’s one thing that has become an integral part of every digital marketing strategy, it is social media. Therefore, the only thing that makes sense when it comes to this, is to make use of it, to take your direct mail advertising strategy up a notch.
So what are you supposed to do then? For starters, it would be good if you included social media icons on your direct mail piece because something like this will stimulate your consumers to reach out to you on any of the social media platforms that you are using.
Moreover, you can also run some exciting contests on your social media platform, because that’s another thing that most people love, and then tie it to your direct mail strategy. This step will create a massive engagement not only in the online world but real world too!
Don’t Forget The QR!
Up until relatively recently, most people didn’t have the slightest idea what a QR code is and its purpose, however, by touchless menus that can be found at restaurants and cafes, have become pretty popular, and, more importantly, people are now familiar with them.
Consequently, if your goal is to leverage the direct mail piece to help the recipient snag your brand on the web, then you should streamline things by adding a QR code to it. Generally speaking, a QR code is very straightforward, and fast as well, that any person with a smartphone can utilize.
In addition, if you want your recipients to complete an action from their desktop/laptop computers, then you should make use of shortcodes because they are also very easy to use, and you do not want to further complicate things with your prospective clients, right?
You Should Define Measurable Goals And KPIs
Suppose you have completed all the above-mentioned steps (or at least some of them). In that case, now, it’s time to move on to another one, which means that you should make measurable goals, along with the KPIs (key performance indicators) that are going to enable you to keep track of your current campaign and whether it has made any success or not.
You may include aims such as increased sales throughout the campaign duration, response rates, or the number of coupons that were redeemed. All of these indicators are here to help you figure out if your direct mail advertising strategy is doing good or if there’s something that needs to be modified about it.
The data you receive from the insight that was provided should be used for any other strategies that you plan on developing in the future. Connecting your direct mail marketing costs with these KPIs is of huge importance.
Also, understanding the expenses (concerning your direct mail advertising) in proportion to the ROI is essential as well!
Your Consumers Are Worth Every Penny!
Many start-ups today, turn to digital marketing because they find it to be very affordable, which isn’t untrue. However, it just goes to show that it’s all because the competition in the online world is quite large. After all, millions and millions of companies are competing against each other regularly.
If you are among these firms, then you are already aware of the fact of how challenging and tiring it is to distinguish yourself from other companies that are part of the industry you work in. Something like this cannot only demoralize you, but it can also negatively influence the entire decision-making process potential consumers have.
Now, if you want to show to your current and future customers that they aren’t just a number and profit to you, then you should certainly invest a certain amount of cash into first-class print materials (for your direct mail marketing purposes).
By doing so, you’ll show not only that you appreciate your brand, and everything it stands for (goals, values, etc.) but your target audience too, and above everything, that you are truly willing to invest not only your time, and dedication, but money as well in reaching to your prospective clients.
Direct mail advertising is powerful in its own right, but then you can only imagine what can happen once it joins forces with other effective marketing solutions. It’s more than obvious that it’s a recipe for success!
