Direct mail has been around for a very long time and it is easy to continue to send mail the same way it was done 20 years ago, but this is much less effective now. Direct mail marketing in 2019 is so much more targeted and personalized, which makes it more effective. However, many marketers continue to silo their direct mail,. This is a mistake. When you combine your direct mail with digital marketing, you enhance it and drive better results. There are many ways to add digital to your direct mail campaigns in a cost-effective way so that you can test to see how it works for you.
Let’s check out some winning digital and direct mail combinations.
- Display Ads — You can use display ads in conjunction with your mail. You can match your direct mail data file to an IP address file to target specific people on your mail list. This is cookie-free marketing that displays banner ads on web pages as your customers and prospects are browsing. It gives you more opportunities to persuade your prospects and customers to make a purchase. Keep in mind that display advertising can affect people at every stage of the marketing funnel from awareness, education and evaluation to purchase. You can see real-time click rates to monitor progress.
- Facebook Ads — You can use Facebook ads in conjunction with your mail. You can match your direct mail data file to Facebook. This will allow you to send targeted ads to your customers and prospects. They will see an ad in their News Feed. There are several ad options you can choose the one that is right for you. Your prospects and customers spend a lot of time on Facebook, so using these ads helps keep you top-of-mind. As with display ads, you can monitor click rates to make sure you are getting the results you need.
- Email — Surprisingly, most marketers are using email, but are not combining it with their mail campaigns. The great thing about adding email to direct mail is that you can use it both before you mail to help build curiosity about your mail piece and after they receive it to keep your offer fresh and remind them to respond. This also gives you a chance to make an additional special offer to get them to buy now.
You can choose to use all three with a mail campaign or pick and choose what is best for your customers. If you don’t have enough people on your mail list, you can create a list of people who look like your current customers to send them mail, as well as display and Facebook ads. Email address append is also an option, but it usually only has about a 40% match rate. So if your list is small, it may not be worth it.
Increasing your exposure with customers and prospects increases your response rates, so by adding a digital component, you can increase sales. The best part about digital marketing is that it has a relatively low cost and can be tracked in real time. Plus, you will have additional metrics about your prospects and customers when they interact with you across channels. Are you ready to get started?
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.