Despite the presence of digital technology in our daily lives, direct mail remains one of the most powerful tools for any marketer. Similar to dual-screen marketing, linking direct mail to your other marketing efforts can have a powerful effect on your lead conversion. Unfortunately, despite the incredible benefits that direct mail has in lead conversion, many small business owners are in favor of dropping direct mail and opting for digital advertising instead.
So let’s look at the facts:
- In 2012, approximately 65 percent of consumers nationwide made a purchase because of direct mail they received at home or at work.
- Due to increased postage costs, direct mail advertising costs are rising at an annual rate of 3.6 percent, which is below the inflation rates of comparable marketing costs.
- According to Nielsen, more than 92 percent of Millennials state that direct mail advertising has a greater impact on their purchasing choices than digital promotions.
Now, all of these overwhelming statistics concerning direct mail should dissuade you from abandoning digital advertising in favor of direct mail. However, it’s crucial to realize that when partnered together, digital and direct mail advertising create a powerful synergy that will drastically boost lead conversion. When combined, you will have discovered a marketing strategy so powerful that your competitors will wonder what you’re doing right. So how do you combine direct mail with digital marketing?
The Secret To Direct Mail Advertising
In today’s digital world, the secret to direct mail is to immediately tie it to your online presence. When you understand that both mediums can be combined, you can fully leverage the benefits that both have to offer. To successfully use direct mail in today’s digital world, consider:
- Incorporating quick response codes. In other words, tell the recipient of your direct mail campaign to visit your website or a customized landing page created specifically for direct mail recipients. In fact, perhaps you could even print a coupon or discount code exclusive to direct mail users when they make a purchase online!
- Encourage direct mail recipients to sign up for email. However, it’s important to note that most people won’t sign up for email unless there’s something in it for them. People are afraid of receiving spam, so be sure to tell users exactly what they’ll get for signing up such as exclusive offers, a newsletter or any pertinent company news.
- Solicit feedback. If a customer recently made a purchase from you, consider sending them direct mail to thank them for their order. This will differentiate you from companies that simply send a thank you email. Since it could be unfeasible to send direct mail to every customer, consider setting a monetary spending threshold before direct mail was sent. Also ask for feedback and positive ratings on your website.
Whether you incorporate one of these ideas or create your own, you’ll find that your lead conversion rates will improve dramatically after investing in direct mail. Regardless of the strategy you employ, the most important aspect is to remain consistent on all platforms. When your brand has a strong image in both the digital and physical world, consumers will positively respond and lead conversion rates will reflect it.
