Direct mail marketing is a valuable tool in attracting and converting consumers. With years of use behind it, mail marketing campaigns have paved the way for many brands, helping them enter the home of their ideal consumers.
Yet, as we’ve entered a digital age, direct mail marketing has taken a back seat. Less activity has been witnessed, where large focus has been placed on social media, online marketing and advertising. However, through this shift, business owners are missing a trick.
There are many benefits of merging both direct mail marketing campaigns and digital marketing efforts. From increasing brand awareness and improving customer loyalty, to broadening target markets and increasing response rates, this combination harnesses the value behind direct mail marketing.
Here’s exactly how direct mail marketing and digital marketing work together, along with the key benefits, many businesses are currently missing out on. If you’re hoping to bring value to your overall marketing strategy, get in touch with our team here at PSC Systems, for our specialist direct mail marketing and fulfilment services.
What is direct mail marketing?
Direct mail marketing is a tangible marketing technique, used by many brands across the world. With the aim to personalise marketing messages, direct mail campaigns will help to target ideal audiences.
For years, direct mail marketing has been used to target consumers across the whole decision-making process; from raising brand awareness, to motivating a final purchasing decision. From sending brand introductions, to discount codes and special offers, direct mail campaigns can increase consumer conversions and repeat purchases.
Direct mail marketing is a cost-effective technique used to truly connect with consumers. Utilising an opt in mailing list, brands can subconsciously engage with target audiences, transmitting their key messages. However, for a successful direct mail marketing campaign, it is vital that the content is engaging, eye catching, personal and correct.
See how you can merge direct mail marketing and digital marketing techniques moving forward.
Direct mail marketing and digital marketing
Here are a few ways you can successfully make use of both direct mail marketing and digital marketing functions…
From social media ads to display ads, direct mail marketing campaigns can fit into your overarching marketing strategy. Carefully plan for your direct mail content to appear in advance of your online ads. By creating a timeline, commonly followed by consumers, you’ll have the ability to increase brand awareness and relatability.
The more exposure you can experience as a brand, the better. Each touch point target audiences experience will increase their engagement level and likelihood of becoming a consumer. Mix up those touch points by devising a strategic timeline, employing both digital marketing techniques and direct mail content.
You’ll also have the ability to monitor click-through rates, assessing who is interested in your offering.
Email marketing strategies can also coincide with direct mail campaigns, similarly to digital ads. However, here you can utilise an opt in mailing list, sending both digital and tangible mail campaigns.
With the ability to target more consumers, structuring a schedule will be beneficial, helping to remind consumers of your offering. Better yet, share exclusive email offers in tandem of your mailing services to create a personalised engagement experience.
A great way to increase engagement and drive traffic to your website is by utilising QR codes. This marketing technique can be used across your direct mail marketing campaigns, offering an immersive customer experience.
Combining both traditional and digital marketing techniques can help to improve all-round experience, while building intrigue. For example, … Imagine sharing across social media that your mailing list will receive mail content with exclusive, breaking news. Placing QR codes within your mail content can then divert audiences to a landing page on your website, sharing that exclusive news. This will increase mailing list sign ups, along with your response rates.
Many companies are missing out on this highly effective pair of marketing techniques. Be as creative as you wish while combing direct mail marketing and digital marketing strategies.
The benefits of utilising both tangible and online marketing techniques
Helps improve customer experience: Customer experience is very important in today’s competitive world. The experience customers go through will dictate their next moves within the decision-making process. Improve their experience through creative, personalised messages, uniting both direct mail campaigns and digital marketing content.
It works across the entire decision-making process: You’ll have greater ability to boost conversions and engagement levels by utilising this paired marketing technique across the whole decision-making process. From initial brand awareness, helping to build intrigue, to motivating repeat purchase.
Helps boost customer loyalty: Consumers love to feel special. They love to receive unexpected discount codes, perks or exclusive news. You’ll have the opportunity to boost customer loyalty by consider each touch point experienced between your direct mail campaigns and digital content.
It helps to create personalised marketing: Personalised marketing is very successful in today’s digital age, helping to break through the noise. You’ll have the potential to create a personal experience for individual target audiences – ultimately benefitting response rates.
Helps target a broader target market: Some consumers favour digital communication, others prefer traditional, tangible material. By combining both marketing techniques, you’ll have the ability to broaden your target market and scale. You can also create personalised campaigns per each demographic within your audience.
It increases your knowledge of target audiences: Through monitoring click-throughs and response rates, you’ll have greater knowledge of your target audiences’ intentions. This can then be used to form future direct mail and digital marketing campaigns.
Benefit from direct mail marketing with PSC Systems
Here at PSC Systems, we are direct mail and fulfilment specialists. From helping clients form engaging and eye-catching mail campaigns, to offering ongoing fulfilment services, we can help you harness and experience the true value behind direct mail marketing.
Utilise our services, by also bringing value to your digital marketing strategy, personalising your campaigns and content. Get in touch today to benefit from this underrated marketing pair, influencing great results for many of our clients.
Posted on Friday, February 28th, 2020 at 9:33 am in Latest News.