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Combining direct mail and online marketing

Although many marketers are increasingly switching to digital modes of communication, there is still a place for direct mail in a robust advertising strategy. Many organizations have turned away from producing mail pieces because of the higher upfront costs. Some digital channels are less expensive, but they do not always deliver the same return on investment as direct mail, according to Digital Journal. With address correction, direct marketers can ensure they recap their investment in this channel. 

While social media and email marketing can increase a company's reach, direct mail shouldn't be overlooked. Some brands have moved away from traditional channels because of the difficulty of measuring return on investment. Print and television ads are difficult to track. However, some online tactics can be as well. One of the reasons direct mail is still a highly relevant advertising medium is because it can be used to link online and offline channels together for more tangible results. 

Direct mail is more personal
People enjoy receiving mail because it's a step outside the norm. Digital communications can seem impersonal. Digital Journal reported that 57 percent of customers feel more valued when brands send them direct mail. In addition, 92 percent of consumers are directed to online content after they have been sent a mail piece. Between 2013 and 2014, there was a 19 percent increase in the number of mailings, as well as a 29 percent increase in annual volume. 

Direct mail has changed a great deal since it is more connected to digital marketing efforts. Because many marketers have moved away from mailed correspondence, brands have less competition for attention with this tactic. 

Making direct mail high-tech
Some local companies use print ads to attract new business, but it's difficult to track new customer acquisitions. While social media, email marketing, daily deal sites, search engine optimization and paid search can increase a small company's profile, direct mail is a crucial step in this process, according to Internet Retailer. 

While direct mail is more expensive, it delivers results. Citing data from Harvard Business Review, the article said an average direct mail campaign costs more than $600 per 1,000 pieces, which is approximately 100 times the cost of emailing the same number of consumers. The expense doesn't need to be seen as a barrier because of the high ROI. Even though direct mail is often viewed as old fashioned, many customers feel fatigued by email, which makes them less responsive. 

How can marketers incorporate digital marketing efforts into their direct mail efforts? List segmentation ensure your campaigns are more relevant to a highly specific audience. In addition, some companies use QR codes that customers can scan with their smartphones. Rather than just including a URL on a mail piece, a QR code brings the direct mail experience mobile. Some marketers even utilize near-field communication in direct mail to further enhance the mobile experience. These tactic ensure that direct mail will stay relevant for years to come.