Why Use Direct Mail in 2023? (Part 1 of 3)
Have you considered using direct mail as a marketing tactic? Chances are you are sending out emails and posting on social media. You may even have a whole digital marketing agency under your belt helping you get online ads in front of the people who matter most.
These online touchpoints are essential in today’s marketing world. However, if you are looking for exceptional conversion rates and the opportunity to truly make lasting and loyal relationships with customers, you need to add an additional touchpoint.
Adding tangible, physical direct mail into your digital marketing strategy is the key to a successful digital marketing campaign and we have the details to prove it.
See also:
THE OMNICHANNEL MARKETING EXPERIENCE
7 WAYS DIRECT MAIL MARKETING CAN BE A SILVER BULLET FOR YOUR BUSINESS
40-YEAR-OLD TRACTORS AND DIRECT MAIL GET USED BECAUSE THEY WORK
Why Use Direct Mail to Boost Digital Marketing Results?
1. Direct Mail Makes Online Marketing More Trustworthy
One of the first things we learn in internet safety is to not click on a link we’re not sure about, and for good reason. However, these words of advice have made it hard for consumers to trust emails and other ads that digital marketers put so much time into creating.
The online world can be scary which is why 76% of consumers trust direct mail over online advertisements.
However, when you add direct mailing campaigns with your online marketing campaigns, it helps show your audience that your brand is legit. So, the next time they see your display ad or receive your marketing email, they will feel confident clicking through to learn more or to make a purchase.
2. Reaches A Larger Audience
Not everyone is avid social media users, 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 be seen. Some of these people who aren’t receiving your online ads could be really interested in what you have to offer too.
Mailboxes, however, are something everyone in your target audience has and is something everyone checks. Because of this you’re able to reach a much larger audience. For example, a study showed that only 20-30% of emails get opened while 90% of direct mail gets opened. So, say you’re looking to target a list of 2,000 recipients. If you use email marketing alone, only around 400 people will open your email. If you include direct mail within your campaign, around 1,800 people will engage with your message.
3. Scaling Is More Cost-Effective
When it comes to digital marketing, scaling typically means upping bids to adjust for high-value clicks, increasing your daily budget, etc.
With direct mailing campaigns, bidding does not exist. There is no war to compete with other companies for a spot in your audiences’ mailboxes and when someone responds to you, you’re not charged. In fact, the more direct mail pieces you send out within a direct mailing campaign, the less the cost per direct mail piece is.
4. Reaches Your Audience When It’s Convenient for Them
When someone hops online to email a co-worker, post a picture they took over the weekend, or search for that actor they forgot the name of, chances are they are not focused on your online advertisement or do not have the time to click to learn more. Your advertisement needs to be displayed to your audience when it’s convenient for them.
Displays ads are scrolled over, pop up ads are exited out of, and emails are unsubscribed from or doomed for the promotion’s inbox. Now, we’re not saying these marketing efforts aren’t powerful, they are! However, direct mail can help.
Whether someone is going to their mailbox with excitement or grabbing their mail after a long day at work without a second thought, everyone checks their mailbox. If it is not the right time for that recipient to look through their mail, they set it down and then come back to it when they are ready giving your direct mail marketing message the opportunity to be viewed at the exact right time.
5. Strengthens Brand Awareness
It takes 5 to 7 impressions for people to remember a brand which is why consistent branding, and omnichannel marketing is so important.
By using direct mailing campaigns alongside your digital marketing campaigns, you increase the chances that someone will recognize your online advertisement, trust it, remember it, and click on it.
Plus, it’s been proven that people hold on to the direct mail they receive 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 message. So, instead of scrolling by your social media advertisement or ignoring your email, they’ll remember that direct mail message you sent and are more likely to stop in their tracks and respond to your digital ad.
6. Higher Response Rates & An Increase in Sales
All the above facts proving that direct mailing campaigns boost digital marketing, results in two ultimate things: higher response rates and more sales.
In fact, research has shown that the purchase rate of omnichannel marketing is 287% higher than that of single-channel marketing.
On top of that, another study showed that direct mailing campaigns boosted ROI by 20% for marketers when it was part of an integrated campaign. So, the truth is that direct mail can truly help better your digital marketing results.
Conclusion: Direct Mail Campaigns Improve Digital Marketing Results
When it comes down to it, no 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 recall and awareness, a channel of marketing your audience enjoys, and so much more, direct mail is the marketing tool you need to gain the best results with your online marketing campaigns.
To explore all the ways, you can take advantage of direct mail marketing to better your digital marketing, including CRM integration, Direct Mail Retargeting, and more, Book a Wingman today.
