Direct Mail and Multi-Channel Marketing: A Perfect Marriage
In a digitally-driven world where technology reigns supreme, the very concept of
direct mail may seem as antiquated as a 2005 flip phone. That's why it may be hard
for most marketers to fathom how much of a role direct mail continues to play when
successfully integrated in a multi-channel campaign.
While most people associate multi-channel marketing with smartphone apps, email
blasts and various other digital marketing efforts, the reality is that offline
marketing –particularly direct mail – plays a crucial role in driving success to
a unified campaign.
Adds a Personal Touch
There’s a certain magic in addressing people by name. In fact, a scientific
study published in the US
National Library of Medicine revealed that most people find value and
self-worth from hearing their own names in relation the names of others. That’s
where the power of direct mail can really up the ante when integrated in a multi-channel
campaign. Thanks to the wonders of today’s direct
marketing technologies, highly personalized campaigns containing unique
headlines, graphics, texts and QR codes is an excellent way to engage the interests
of current and prospective customers.
Enables Greater Response Rates
Despite new postal regulations and the growth of digital marketing mediums, direct
mail still remains a viable way to generate high response rates. According to statistics
compiled in the 2015 DMA Response Rate Report, direct mail boasted
percent response rate with a house list, and a 1.0 percent response
rate with a prospect list; a stark comparison to the 0.62 percent response rate
of combined digital channels. While direct mail may be more expensive on a per-piece
basis than other online initiatives, it is still a strategy that packs a punch —
one that cannot be replicated solely by a digital campaign in place.
Can Be Seamlessly Integrated
An multi-channel campaign boasting digital, social and direct mail initiatives is
an excellent way to connect with your target audience, increase brand recognition
and drive a an impactful ROI. According to stats in a recent USPS survey, over 60
percent of direct mail recipients were influenced to visit a promoted website, and
23 percent of direct mail recipients visited the sender's store location. By using
your direct mail campaign to attract new prospects as part of a multi-channel approach,
you too can guide recipients to your website for a specific product, or to the retail
location details for an in-house visit.
The words "direct mail" often conjures up thoughts of mass-produced brochures, postcards
and various other pieces of generic marketing collateral. However, today's direct
mail is far more influential to a multichannel campaign than most consumers—and
marketers—realize. Make the most of your unified marketing efforts; explore all
the ways Redi-Mail’s direct mail services can ensure traditional print drives results.