Posted By Seamus Barton
How to Use Direct Mail in an Era of Digital Channels
Direct mail is a marketing strategy that any business can use. Did you know that 64 percent of people will visit a website as a result of the direct mail they receive? Did you know that 47 percent of people will visit a store as a result of a direct mail piece they receive?
Direct mail advertising can be very effective. The main questions are how you use it, when to send it, and who to send it to. If you send direct mail to the right people at the right time, it will be very effective.
A good time to send direct mail marketing materials is before the holidays. Before the holidays is when people are expecting higher volumes of mail delivered to their home. They are not going to throw out everything. Rather, they will look through the mail for any cards that may have been sent by family and friends, and anything else that is indicative of the holiday season. There will be a greater chance of them engaging with your direct mail marketing material.
The holiday season is also when people spend more money on gifts. You can tap into this gift giving spirit in many ways. For example, some businesses send holiday cards out in the mail, encouraging customers to remember them and buy their products to give as gifts. You can emphasize how your product will make a great gift for their loved ones.
Another good idea is to send your customers cards on their birthdays. Not every business collects the birthday dates of their customers, which is where you come in with something special. For example, if you own a medical practice, it is a great idea to send your clients happy birthday cards, especially if they are kids. Most people like it when other people remember their birthday. This gesture makes customers feel grateful to have you as their service provider, and they will be more likely to frequent your business into the future.
In order to track your progress, you will need to direct people to call in, stop by, or redirect them to an online URL. These are ways to track your direct mail responses and collect data as to whether your mailing campaigns are effective at doing what you want them to do.
In this era full of digital marketing, you should still use direct mail marketing to stand out from your competitors. Nobody is saying you should not do online marketing; of course, you should. However, you can integrate your mail marketing campaigns with your online campaigns by using QR codes or other easy touch points that people can engage with. The combination of digital tactics and direct mail strategy can deliver the best ROI.
To learn more about what direct mail advertising can do for your business, call Troi Mailing Services today at 1-866-486-0423 or contact us here.