Combine Your Direct Mail with Your Digital Strategy

August 10, 2018

 

 

Marketing is the voice of your business. It tells your audience who you are, what your are and why you want their business. Marketing is not only essential to your business, but it can make your business or break it. There are two very distinct parts of marketing and they both need to work together in order for your business to obtain success. They are direct mail marketing and digital marketing.

 

Your message should be reinforced many times, and in multiple channels until the decision maker you want to influence sees you as a recognizable brand. Direct mail marketing is the Grand dad of all marketing. It has been used since marketing began and there is nothing that has been able to equal its effectiveness in driving sales and enhancing brand awareness. But, with modern technology, direct mail marketing has a partner and it is proving to be a strong and able partner at that. In order to maximize direct mail effectiveness, you will need to develop plans that reinforce both the mail and the digital actions so that there are marketing campaign successes! No longer are you able to rely on just one way of marketing. Today you need television, radio, display advertising, webinars, blog content, social media, email and others with both direct mail and digital marketing.

 

Direct mail and digital must morph into one product. They need each other and are interdependent on each other. They have complementary benefits to offer. By developing a landing page on your website, you can draw prospects from the internet along with those who receive the mail in hand to the same location.This allows you to track the effectiveness of any direct mail that you are sending out. You will be able to see the benefits from both formats by using digital analytics on your landing page.

 

Today, social media is the number one platform on digital media. Facebook, Twitter, and Instagram can influence how well your direct mail marketing campaigns succeed. Social media can enhance the value of your direct mail. If you encourage people to follow you, this will give you access to data about your customers. You will be able to understand what makes them happy and they are always counted on to voice anything negative. You can test new products with offers and opinions. They will give you an overview of their demographics, brand preference and other information that can be highly valuable for creating effective direct mail campaigns. You can also ask for surveys with a single question and find out what their opinion is. Social media gives you daily engagement with your customers for both research and interactions. When you have asked enough questions, you will have the basics for developing a direct mail campaign using this information. Reviews on social media are also very important for development of a campaign. Reviews can be put into your direct mail marketing campaigns to reinforce the image of your product. Customers and prospects engage with companies that they shop or use across many different places both online and in person. You will need to know where and how they are engaging so that you can move your direct mail in that direction.

 

Although print direct marketing and digital marketing are on two different touchpoint places, and the perception is different, each can be responded to in correlation with the other. Someone may see your posting on Facebook and receive a coupon in the mail where they then take it into your store. Or, they can get the coupon in the mail, wonder about it and then see your posting on your Facebook feed and suddenly they have a familiar brand.  It is important in marketing to be seen everywhere that you can which legitimizes your company and your product or service.

 

When direct mail and digital mail work together, they become a strong alliance that gets your message out faster, louder and more thoroughly than they would if they were working alone. And, they do this by being consistent. Your brand is maintained across various marketing channels at the same time.Using the same logo, the same artwork, the same font and the same message everywhere on everything, you develop a brand and a tone that your customers and your prospects will identify on sight. Use direct mail such as postcards or brochures to redirect the recipients to your online landing page, social media profile, or a shopping cart. Driving traffic to a website that is ready to convert prospects and leads into a paying customers is a highly valuable marketing tactic.

 

Being able to reach your customers and prospects on all platforms available is the most important aspect of marketing. Create your message so that it works everywhere you place it. Make it original, creative, out of the box and memorable. And then send it out over and over and over again. Integrating your direct mail with your digital creates marketing campaigns that are thorough and far reaching. Your brand and your return on investment will lead to definite success.  


Direct Mail Marketing is one of the best advertising strategies you or your business could utilize to reach customers and prospective clients. It is cost-effective, versatile, highly customizable, quick and easy to set up, reliable and helps you stand out from the typical marketing routines of your competitors. Everest Direct Mail and Marketing shows you the advantages of direct mail marketing which are limitless! Also, the results of your marketing efforts can be measured and tracked easily when using direct mail – no more complicat

 

ed analytics or time wasted wondering what works and what doesn’t. Using highly-target mailing lists, coupled with unique letters and envelopes, direct mail campaigns ensure your potential customers heed your message by putting your advertisements directly into their hands. In the spam-riddled world of today’s online marketing, using direct mail to publicize yourself makes every cent of your marketing budget count with a high chance for a strong return on your investment.

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