In the digital Age of Technology that we live in, it’s fair to assess that because everything is connected, we don’t need to reach our customers through direct mail. People always just look at their email and throw out (or recycle) whatever they get in the mail. Right?
Take a look at these numbers from a Direct Marketing Association 2013 report to help you decide:
- 90% of consumers stated they couldn’t live without a letterbox.
- 79% stated they react to direct mail immediately.
- 44% of recipients of direct mail from a brand their interested in will visit the brand website and 34% will search the brand online.
- Only 45% of recipients react immediately to emails.
- Oh, and according to Pew Research, if you’re marketing to seniors 65 and up, know that 41% of them don’t use the internet at all.
You’d think the clear winner would be sending out that direct mail piece. While using direct mail can be a successful part of your strategy, it shouldn’t be the only part. Marketers using omnichannel strategies have seen better results incorporating direct mail marketing with their digital strategies. Customers are spending 25% more when businesses use both direct mail and email marketing.
Look to enhance direct mail campaigns by adding personalization to the mail piece, using personalized URLs (PURLS), and tie the messaging across all channels. And don’t forget to add color—direct mail doesn’t have to be boring and 70% of consumers agree that they’ll open mail with text/color graphics on the front before opening pieces without it.
Connecting the physical and digital worlds can help increase brand awareness and strengthen your messaging. Use a social media campaign linked to your direct mail piece to track engagement. Offer radio or TV spots targeted towards recipients of your direct mail campaign. If you’re heavily invested in a digital strategy, try retargeting your leads based on activity for a direct mail piece. Narrowing down that database to engage your interactive users with a physical postcard might be an extra mile worth going.