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Direct mail is thriving now more than ever. According to the Data & Marketing Association, direct mail marketing response rates have increased by 43% between 2015 and 2016. And on average, the return on investment for direct mail was $12 for every dollar spent. Though many people believe digital marketing has pushed direct mail out, the opposite is true: the rise of digital tech has complemented direct mail so well that integrated strategies are now a power move.
Combining the nostalgic
element of physical mail with the ease and convenience of online is a great way
to reach your target market. Although digital and print are two very different
worlds, you can merge these channels to optimize each stage of your marketing
strategy and gain a higher level of consumer insight. Here’s how you can
integrate direct mail into your digital strategy:
Cookies
& Tracking Pixels
All businesses should
have cookies and tracking pixels to gain a better understanding of where their
visitors are coming from, where they’re going, and who they are. With tracking
pixels, you can mail your direct marketing materials specifically to people who
have visited your website but haven’t taken any action yet. You can also use
this data to gain a better understanding of which website pages or products
yield the highest engagement rates. Armed with this knowledge, you can design
physical mailers that align with what’s popular on your website.
Add
QR Codes
QR codes have been
around for quite some time, and it’s a trend that has experienced the highs and
lows in the world of marketing tactics. However, recently more marketers are
harnessing the power of QR codes to provided detailed and insightful service
and product information without overloading the end user with text. W… Read More
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