Direct mail and digital are often treated as an either/or proposition. In reality, that couldn’t be further from the truth. Both direct mail and digital initiatives achieve greater results when their forces are combined. Digital tools give accountability to direct mail campaigns, while direct mail can give real-world tangibility to digital efforts. In fact, each can enhance the other’s strengths and compensate for their weaknesses.
Digital has opened up new avenues for reaching potential customers, but it’s also easier than ever to evade marketing messages. Ad-blocking software, junk email filters, and “unsubscribe” buttons are all common obstacles that can interfere with your message’s path to its mark. Direct mail, however, is harder to avoid. Think about how long a piece of mail often sits on the kitchen counter or is saved on the front of your fridge. And each time you walk by, your eye glances over the contents, that’s an impression.
The response rate for direct mail is, on average, 10-30 times higher than digital initiatives. You can increase digital efforts by using direct mail to retarget consumers who have stopped engaging with your emails or other digital efforts. Rather than sending a user yet another email that they’ll ignore, send them a customized direct mail piece based on their digital history with your company. Direct mail is more actionable than digital, so it can be an effective way to bring customers back into your inbound flow.
If you’re struggling to reach potential customers online, it might be time to consider trying direct mail. Direct mail can bring a different way to reach your customers and could land you better results. Depending on your target audience could be the reason your online efforts aren’t as successful as you’d like them to be. At Phoenix Blueprints, our team is here to help with your marketing and direct mail campaigns. Contact our team to learn more about how direct mail might be able to help your marketing and advertising campaigns.