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How to integrate direct mail with Internet marketing

Even though companies have access to myriad Internet marketing techniques, direct mail still holds an essential place in strategies. In fact, it still has higher response rates than email and budgets for direct mail may increase in 2014, according to data from the Direct Marketing Association. Direct mail maintains response rates between 1.1 and 1.4 percent, which far exceeds email and Internet display ads.

While direct mail is hanging on to its important position in marketers' tool kits, they need to account for the rising significance of providing an omnichannel experience for customers. Modern consumers are increasingly expressing a preference for consistency through every channel. This is why it may be effective to integrate direct mail with existing online campaigns for better results. However, marketers need to ensure they maintain accuracy in every aspect of producing a mail campaign, and this is where address correction software can help to make sure postcards reach their intended destinations.

Combining direct mail and the Internet for more successful marketing campaigns
Even if you run a technology-focused business, direct mail can still be an effective marketing tactic. In fact, even Google uses direct mail to promote its pay-per-click advertising campaigns, Entrepreneur said. This enables the search engine giant to reach customers it wouldn't connect with online, and it makes the effort more personalized.

People are more likely to read direct mail than email. Many consumers have cluttered inboxes already and will unsubscribe if they receive too many messages from a brand. However, individuals appreciate the personalized attention of direct mail. People do not get as much physical mail since the advent of the Internet, so postcards will stand out from the bills in the mailbox.

Depending on what your company sells, this integrated approach to marketing could be highly effective for boosting sales. Entrepreneur gave the following tips for executing a successful campaign:

• A compelling message: Direct mail frequently doesn't have a lot of space to toy around, so it may be a good idea to keep the copy short and simple. It needs to grab recipients' attention quickly.
• A specific call to action: Internet marketing nearly always includes a call to action. It's easy for consumers to click a link when they are already online. However, there needs to be a clear next step in all direct mail campaigns for this tactic to be effective. People have limited attention spans, so it's important to define the action. If you want them to visit your website, include a URL. Landing pages on your website are a good idea for integration with direct mail.
• Make the URL simple: Because people can't click from one Web page to the next from direct mail, avoid long URLs and complicated spellings. You can include a specific URL that makes it easy for you to track how many people are visiting your website after receiving a postcard.
• Use address verification: Nothing can derail the effectiveness of a marketing campaign faster than your target audience never receiving the message. Address verification ensures postcards go the right people.