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Incorporate direct mail into your holiday marketing campaigns
While direct mail is sometimes seen as archaic compared to newer forms of marketing, it's still a vibrant, useful tactic that commands attention. Many retailers execute creative campaigns during the holiday season to take advantage of the opportunity for increased sales. However, companies can maximize the effectiveness and return on investment of their holiday efforts if they utilize a multichannel approach. Direct mail can be a valuable addition to a holiday marketing campaign because it's more memorable than other forms of marketing, and it's relatively easy to personalize.
Changing realities of modern commerce
A large percentage of holiday shopping has moved online in the past few years, which could be a reason why some brands are gradually turning away from direct mail in favor of online techniques. However, the reality of the situation is that marketers need to employ a multichannel strategy to reach shoppers through different means and increase awareness.
One of the major changes enabled by e-commerce is the ability to shop at night when brick-and-mortar stores are closed, according to Forbes. This is causing many retailers to implement advanced marketing systems. Direct mail can be integrated with online channels. You can direct recipients to a Web page. Including a specific URL allows you to track ROI from the campaign. Marketers can also use QR codes to integrate direct mail with mobile marketing efforts. Mail has a high number of innovative uses that will ensure this channel stays relevant for years to come.
Striking a balance between online and offline marketing tactics
Many marketers are getting caught up with inbound marketing, which includes search engine optimization, blogging, other content marketing and social media, Chief Marketer stated. Many traditional advertising methods, such as print, radio and television have fallen under the blanket term of outbound marketing. People are using the Internet more often, causing more brands to set their sights on online advertising. While it can be tempting to immediately get on board with the latest trends in marketing, some organizations see declining returns when they make a major shift. Consumers increasingly use the Internet to research companies and products, but there is a great deal of digital clutter, and it's more difficult for a single company to stand out.
An online presence can help your business reach a higher number of potential customers during the holiday season, but incorporating direct mail can leave a more lasting impression. Since so many retailers are shifting away from traditional marketing strategies, there is less clutter in the mailbox than email inboxes. Especially during the rush of the holiday shopping season, consumers will likely be flooded with promotional emails, and it's easy to miss messages. Decreased reliance on direct mail gives marketers the chance to stand out.
Address verification is essential for reaching customers. It's challenging to meet ROI goals without mail pieces arriving at their intended destination. Companies can avoid wasted postage costs by using direct mail software to check their records.
