The customer journey that consumers take to eventually convert is not a straight path. They try different channels, mediums, avenues, and devices, bouncing regularly until they find something they like.
To effectively reach these omni-channel consumers, it is best to combine different marketing strategies, perhaps a well-established one and a more modern one: direct mailing and social media campaigns. Integrating these two different marketing mediums can dramatically increase the reach of your business through:
- Increased exposure using direct mail and social media
- Increased sales over simply using postcards without integrating social media
- Better campaign measurements to see what is working or can be improved
- Giving your customers a chance to respond and engage with your business
- Targeting more diverse groups
But how do you combine the two (direct mailing and social media)?
Step 1: Start With Direct Mail
A recent study revealed that 60 per cent of direct mail recipients visit the promoted website, especially first-time shoppers. Direct mailing is effective for both B2C and B2B models, giving you access to a wide range of clients.
To create unique mail, you should have a range of ideas for different design concepts and materials that have worked successfully in the past for other companies. Keep in mind that you want to create a targeted, personal, specific, and memorable message, so consider including a handwritten note and some personalized findings.
Step 2: Establish Tracking Methods
When it comes to tracking direct mail, there are two primary tactics:
- First is by using unique phone numbers that track back to a major account, company, industry, segment, city, region, etc.
- Second is through personalized URLs, where you set up custom domains and refer them to the desired place.
For instance, when using referring domains, you can direct people to a certain landing page specifically designed for that industry.
Step 3: Now Integrate Facebook Ads
As good as direct mailing is, one piece of direct mail filled with ingenuity may not necessarily give you the result you want; you need to follow up in different channels to get results.
With Facebook custom audiences, you can add a pixel code to establish an audience of people who visit a certain URL. As such, you can create one for all the people passing through the referring domain you set up, and create different campaigns for those who choose to download an offer, bounce or browse around, etc. for a second or third touch.
With today’s technological advances, many marketers are relying solely on digital marketing tactics. To go beyond them, you must be willing to explore other complementary channels that have great results, like direct mailing.
Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!”