“Direct mail is dead, you should invest more in online marketing”.
You may have heard this many times, what are your thoughts?
Direct mail has been around for a long time and it is one of the most powerful tools that many businesses use in order to engage with their customers and spread the word about their products or services. It has better response rate with 4.4% of campaigns receiving a response when delivered through the mail, compared to just 0.12% online.
But with the advancement of technology, although it is being said that direct mail has better response rate, most companies nowadays are still starting to switch to online marketing.
We now have digital and social media marketing, which are undeniably effective. It reaches the target audience fast, in just a click. So, which is which? Is Direct Mail marketing really dead? Should we focus more in online marketing? As the saying goes, two heads are better than one, what if we incorporate the traditional way of marketing to today’s era? Can direct mail marketing and online marketing co-exist?? The answer is a big YES!
It Bridges the gap –
With Direct mail, you can bridge the gap between the digital world and the real one. Reach potential customers who might never heard about you, let’s admit it, not everyone has enough know-how when it comes to technology and doing the traditional way of marketing or sending a direct mail can be the best solution for that.
Combining with Email –
Most businesses are using emails, but are not combining it with their direct mail campaigns. You should start combining those two. You can start sending your customers an email first as this helps build curiosity about your direct mail piece.
And Facebook Ads –
You can match your direct mail data file to Facebook. This will allow you to send targeted ads to your customers or potential clients. They will be able to see ads in their News Feed. Most of your potential clients and customers spend a lot of time browsing Facebook and using these ads can help you to be on top of their mind.
To increase response rates, you should also increase your exposure with your customers and prospects, and by adding a digital component to your direct mail you can increase sales. Take a look at your audience and think about whether direct mail marketing or online marketing could extend your reach. Make your channel open for everyone.
Even though we are now in a digitally-dominated world, direct mail marketing is still an effective and valuable way to reach customers and prospects and with the power of internet marketing you can give it a boost.