Posted By Seamus Barton
How Direct Mailing And Digital Marketing Can Work Together
At one point, marketers may have considered digital marketing as a unique strategy whose execution was completely separate from traditional direct mail advertising. But with a shifting media landscape, it is becoming increasingly apparent that marketers need to adapt their marketing mix and strategies for maximum impact.
Rather than focusing on either offline or online marketing, you can boost your reach by combining direct mailing with digital marketing. Here are a few tips to help you achieve this:
- Merge Commercial Print And Digital
- Personalize The Message
- Align Your Marketing Campaigns
You should consider creating a digital tie-in with your offline campaign. This does not necessarily mean printing your newsletter on a brochure or creating the same postcard and e-card. There are more effective ways to increase the reach of your direct mail campaign, like by directing recipients to a landing page, social media page, or video. You could also incorporate QR codes onto the mailer. These strategies help to increase customer engagement and allow you to track your target’s interests online.
Thanks to the personal data you can harness from your online marketing campaigns, you have a lot more information about your target audience that you can use to reach them more directly and effectively with direct mailing campaigns. Create custom mail pieces that take into account your target’s age group, interests, region, and other factors so they are meaningful and engaging for optimal ROI.
If you are running digital and offline marketing campaigns simultaneously, it is important that everyone delivers the same brand image. The overall objective of the campaign should be clear to everyone, and the different teams encouraged to work together to ensure that all the cogs – advertising, social media, content, and reputation management – are all directed towards a singular goal.
Final Note: The Allure Of Exclusivity
One of the key reasons why so many consumers join mailing lists is to keep up with trends, discover the newest items first, and be privy to any offers or special discounts that regular customers miss. In other words, make sure that your digital and direct mail advertising campaigns make the recipients feel like a unique opportunity has arrived especially for them, and they will be looking forward to your ads.
Interested in adding commercial printing and direct mail marketing to your advertising mix? Please call our Toronto mailing house in Scarborough at 1-866-486-0423. Troi spells success, one letter at a time!