Six Benefits of an Integrated Direct Mail Campaign
Combining traditional with new marketing techniques is now more important than ever. This includes adapting our “old-school” direct mail campaigns to a more “modern” integrated direct mail campaign. Find out why you should take advantage of integrated direct mail in your next campaign.
In our last post, we introduced our upcoming extended blog series focusing on ditching the direct mail campaign for an integrated direct mail campaign. By merging various marketing channels, both traditional (direct mail) and non-traditional (email, social media, mobile), you’ll be transforming your marketing efforts for the better. Here are six benefits of an integrated direct mail campaign:
- Reach new audiences. By converging traditional marketing channels with non-traditional, you’re able to come in contact with more potential consumers. For instance, by leveraging direct mail with social media, email marketing, and online advertising, you increase the odds of people seeing your campaign in various ways. Your new Facebook fan who hasn’t signed up to your email list or been added to your mailing list now knows about your great offer AND can share it with his/her Facebook friends. Whereas, if you relied on just one medium, you’re only targeting those people in that specific space. And if your Facebook offer requires a direct mail sign-up, you have now expanded your mailing list.
- Influence higher quality consumers. We’ve all heard it – quality over quantity. While our first bullet-point is a valid benefit, integrated direct mail campaigns allow you to hone in on very specific audiences as well as those who may already have an affinity for your brand. Facebook ads enable you to target by age, education, location, workplace, friends of fans, and so much more. If you already have an opted-in database of emails or phone numbers, you can reach those who have already volunteered to be contacted.
- Expose your audience multiple times in multiple ways. Face it. Impressions matter. The old saying, “it takes seven points of contact to make a sale,” still has some validity. If you receive one flyer in the mail, what are the odds of actually following up with its call-to-action? Now, what if you received one flyer in the mail, an e-newsletter a week later, an SMS another week later and come across the brand’s tweets and Facebook posts throughout the campaign? Building brand awareness is key.
- Ease the process. Our attention span as consumers is very short and limited. We’re all busy individuals with little time and money to spare. No wonder we often choose to consume our news through 140 character tweets. By adding a QR code to your direct mail piece or a one-click e-newsletter call-to-action, you’re eliminating unnecessary, manual steps. And that makes people happy.
- Build stronger, more personal relationships. Doesn’t it make you feel appreciated when someone addresses you by name or customizes something specifically for you? Thanks to PURLs (personalized URLs), you can give each direct mail recipient a special online landing page. Plus, this is an effective tracking tool which brings us to our next point…
- Monitor and track your audience. Today’s technology makes it easier than ever to gauge your audience’s purchasing patterns. Analytics can track clicks, downloads, scans, and web movements through QR codes, PURLs, landing pages, entry forms, and any other call-to-action. It’s time to make use of these insights to better understand our market as well as learn what works and what doesn’t work.
Now that we’ve outlined all the benefits for conducting an integrated direct mail campaign, we’ll help you build it step-by-step in our upcoming blog posts. But if you can't wait until then, we invite you to contact us to learn more.