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Direct mail and social media: The perfect pair?
The advances in communication technologies over the past few decades have meant a bevy of changes for the marketing industry, specifically in regard to how advertisements are delivered. Strategies have evolved from simple, one-dimensional campaigns that rely on a single medium to more dynamic and multichannel approaches.
Direct mail has remained a staple of most marketers' tool belts. However, in recent years, more advanced mediums like social media have begun to encroach upon their relevancy. Direct mail remains a valuable strategy, but in order to stay viable, advertisers must learn to not rely on the medium, but incorporate it into larger campaigns that utilize multiple options.
One of the most valuable advertising mediums developed over the last decade is social media. Through a variety of similar but still unique platforms, such as Twitter and Facebook, marketers have been able to connect with customers on a previously unexperienced micro level, learning straight from shoppers what they like, what they don't and what they think a business could be doing better.
Again, the value of social media is limited on its own. Only when paired with other strategies - like direct mail - can advertisers ensure maximum exposure and insight.
Promote awareness
Social media is a valuable resource for companies of all sizes and industries, but initially directing customers to your page can be challenging. Many people are under the assumption that simply having a Facebook account guarantees that people will visit your page, but the reality is finding followers takes work. Marketers can use direct mail to inform customers of their social media presence, including things like QR codes, which allow mobile customers to go directly to your respective accounts.
Give customers a heads up
Junk mail has become a popular term amongst contemporary shoppers, and it's important for businesses that their direct mail pieces don't get lumped into this category. Using social media as a complement, advertisers can alert customers to upcoming mailers to watch for. By establishing a timeline for a piece of direct mail, companies can help foster a sense of anticipation.
Become more targeted
Mailing lists are vital to direct mail advertisers. Many will include a person's name, address and maybe an additional fact like a phone number, but very few will contain personal details that will help you better determine how to market to them. Social media gives advertisers a chance to see another side of customers, helping them to understand what kind of materials they will most benefit from. With more detail, marketers can construct more targeted mailing campaigns while continuing to build relationships online.
Direct mail has been around for a long while, but its prominent place even in today's marketing circles demonstrates the medium's sustainable versatility. To further increase the potential impact of postal operations, businesses can invest in mailing software, which works to increase efficiency and ensure the most cost-effective practices.
