How to Effectively Integrate Digital Marketing and Direct Mail Campaigns

Digital Marketing

Chances are you’re sending out emails and posting on social media and implementing digital marketing strategies. You may have a whole digital marketing agency under your belt helping you get online adverts in front of the people who matter most.

These online touchpoints are important in today’s marketing world. However, if you’re looking for exceptional conversion rates and the opportunity to truly make lasting and loyal relationships with the audience, you need an additional touchpoint.

What’s better if that additional touchpoint could be a direct mail?

Adding tangible, engaging digital marketing strategies into your direct mail is the key to a successful direct mail campaign; we have the details to prove it.
Why Use Digital Marketing to Boost Direct Mail Results

Digital Marketing Makes Direct Mail More Trustworthy

One of the first things we learn about internet safety is to not click on a link from an unknown source, and for a good reason. However, these words of advice have made it hard for audiences to trust emails and other ads that digital marketers put so much time into creating.

The online world can be scary sometimes, which is why 58% of consumers trust direct mail over online advertisements.

However, with the help of mailing companies in the USA when you add digital marketing to your direct mail marketing campaigns, it helps show your brand is legit. So, the next time they see your ad or receive your marketing mail, they will feel confident clicking through to learn more or to make a purchase.

Reaches a Larger Audience

Not everyone is an avid social media user, some get overwhelmed by it. Emails get pushed to the promotions or spam inbox, and many use online ad blockers, resulting in your digital marketing efforts never getting the opportunity to get noticed. Some of these people who are not receiving your online ads could be really interested in what you offer.

However, mailboxes are something your target audience has and everyone checks them. A study shows that only 20-30% of emails get opened, while the direct mail opening rate is 90%. So, suppose you are looking to target a list of 2,000 recipients. If you use email marketing alone, only around 400-500 people will open your email. If you include direct mail within your marketing strategy, around 1800 people will engage with your message.

Scaling is more cost-effective

When it’s about digital marketing, scaling means upping bids to adjust for high-value clicks, increasing your daily budget, etc.

With direct mail campaign services, bidding does not exist. There is no war to compete with other audiences for a spot in your audiences’ mailboxes and when someone responds to the direct mail pieces you send out within a direct mailing campaign, there will be less of per direct mail piece.

Strengthens Brand Awareness

It takes 5 to 7 impressions for people to remember a brand, which is why consistent branding and omnichannel marketing is important. By using direct mailing campaigns alongside your digital marketing campaigns, you increase the chances that someone will recognize your advertisement, trust it, remember it, and click on it.

When sent via the best direct mail printing companies, it’s proven that people receive direct mail for an average of 17 days. Every time they pass by your postcard on the fridge, or brochure on their desk, they’re exposed to your brand and the message it had. So, instead of scrolling by your social media advertisement or ignoring your email, they will remember that direct mail message you sent and are more likely to stop and respond to your digital ad.

Higher Response Rates and Increase in Sales

All the mentioned facts prove that digital marketing boosts direct mail campaigns, resulting in two ultimate things: higher response rates and more sales.

In fact, a study has shown that direct mail campaigns boosted ROI by 20% for marketers when it was part of an integrated campaign. So, the truth is that digital marketing can for sure help improve your direct mailing results.

How to Add Digital Marketing to Your Direct Mail Campaigns

1. Launch them Alongside Each Other

Running a direct mailing campaign with the best print and mail services alongside your digital marketing campaign is easy. All you need them to do is create a mailing plan and design each advertisement cohesively.

For example, you can run display ads, send out an email, post on social media, then send out a postcard, follow up with a second email, and then a second postcard. As long as you include consistent branding and messaging, and have a straight campaign timeline in place, you’ve got yourself both effective online and offline marketing campaigns.

2. Retarget Your Website Traffic

Often, digital marketers will use retargeting ads in an effort to bring someone back to their website. Someone visits a company’s website, leave or fills up their cart and abandons it, and then they see advertisements for that company while searching for a product online or scrolling social media.

To increase conversion rates even more you can add direct mail into the mix and retarget individuals who leave your website, hire direct mail advertising companies to do alongside email, and also do online retargeting because of Mailbox retargeting – also known as Direct Mail Retargeting.

All you need is a good amount of web traffic, the best one among all direct mail campaign companies that specialise in retargeting efforts and can effortlessly send relevant emails and direct mails to your unknown website visitors at the exact right time to bring them back to your website.

Automate your campaign using CRM Integration

When you’re running ads on social media and Google, sending out emails, etc., it can be a struggle to keep up with your advertisements and monitor your results. Throw direct mail into the mix, and you have another marketing channel to keep up with in your effective marketing strategy.

However, it doesn’t happen if you automate your direct mailing campaign.

Automate your direct mail campaign to boost your digital marketing campaign with CRM integration. It works by integrating your direct mail with your CRM or marketing automation platform, such as Salesforce, HubSpot, Microsoft Dynamic, etc. You can hire a direct mail marketing company in the USA to do so and get faster results.

Once integrated, you can set up automated campaigns. Say, if someone opens up your email but doesn’t take action, you could trigger a postcard encouraging them to visit your website or store. If someone clicks a link on your ad but leaves without any purchase, a postcard for follow-up could automatically be sent without enticing them to come back.

You can also set up a completely automated digital campaign accompanied by a direct mail marketing company. For example, you could email a large audience, 3 days later schedule a social media post that took some action, 5 days later send a postcard, and after 5 more days another follow-up email.

Final Thoughts

There’s no doubt that digital marketing improves direct mail campaign results. Doesn’t matter how you use direct mailing campaigns with your digital marketing campaigns, you will see better results.

With direct mail offering higher response rates, a higher ROI, better brand image, recall, and awareness, and a channel of marketing your audience enjoys and take action for, then digital marketing is the tool you need to gain the best results with your direct mail campaigns.

To explore all the ways, take advantage of direct mail marketing services to better your digital marketing and take your brand’s marketing game to a next level.