In the digital age, a huge emphasis is often placed on the importance of email marketing and building those lists of potential customers. Many businesses don't realize, however, that email and direct mail marketing actually go hand-in-hand. Response rates are as high as 25% when using them together! Companies may wonder how to use direct mail marketing and how to incorporate digital marketing.
Here are 3 ways to use direct mail marketing in conjunction with digital marketing.
1. Make sure they complement each other
Some companies believe they must choose between email or direct mail marketing not realizing how beneficial it is to use both. After engaging in an initial promotion, 64% of consumers are likely to give their name and contact information. A business can further engage the consumer through email marketing to obtain a physical address for a customer to provide coupons for upcoming events. Alternately, direct mail marketing may request a customer's email address for continued offers. In this way, email and direct mail marketing work well hand-in-hand.
Direct mail also brings customers to the company website. By targeting a small group of specific customers, direct mail is helpful for a local business that is also trying to build their business online. By using both styles of marketing, a business will create a seamless approach. The Harvard Business review found that using both mediums together increased overall response rate by up to 2%.
2. Be creative
On average, companies have better success rates when using both email marketing and direct mail marketing. They are able to engage their target audience and provide better service. Companies that use a more creative approach with direct mail will have a better response from potential customers. Our 3D approach to direct mail provides unique and interesting mailers that stand out and tend to have high open rates.
3. Engage more customers
When products are more accessible to customers, they are more likely to engage your business more often. According to the Direct Marketing Association, 79% of consumers will act on direct mail immediately. In another study, they also found that 51% of customers prefer direct mail for local businesses.
One idea you may use to engage customers is by providing coupons through both email and direct mail. When coupons are included, both digitally and via direct mail, customer response is even higher. While some customers don't like to have to print out coupons and prefer to receive them through the mail, others would prefer to print them from their email. One study showed that 70% of consumers prefer their coupons emailed to them for products and services they use on a regular basis. When customers have more ways to interact with a company or business, they are more likely to do so. Customers appreciate the convenience.
There are benefits to both email marketing and direct mail marketing. You will create a powerful marketing tool for your business by combining the two. If you would like some ideas on how to incorporate a unique direct mail campaign alongside a digital campaign, please contact us. We would love to help!