If you’re working on a direct mail campaign you’re probably already thinking about how you can tweak the messaging, design or targeting to increase results. But have you thought about how you can use digital marketing to strengthen your message and increase response rates? Analysis has shown that using the two approaches in tandem is a powerful combination, check out our infographic on how to combine direct mail and digital marketing for more information.
The marketing world moves so fast, so we decided to take a look at what’s changed over recent months to help you understand how to combine direct mail and digital marketing in 2017.
Direct Mail vs Digital: 2016 Response Rates
The DMA response rate report is useful in helping us to understand which channels are most effective in marketing. Since our analysis in 2015 they’ve released their most recent report covering 2016. The latest report shows some impressive increases in response rate for direct mail. As the leading channel in terms of response rate already, these increases keep direct mail firmly in the lead. Here’s an update on the current figures from IWCO Direct:
- Direct mail with in house list:3%
- Direct mail with prospect list:9%
- Online display:9%
- Social Media:6%
- Paid Search:5%
However, in terms of return on investment email came up top with 122%, followed by social media at 28% and direct mail at 27%.
With direct mail outstripping all other channels in terms of response rate but lagging for overall ROI, it makes complete sense to combine some cost effective digital channels with direct mail to improve response even further and balance out ROI across a whole campaign.
Combining Direct Mail and Digital
When it comes to combining direct mail and digital marketing in 2017, the same rules still apply. In today’s connected world it’s important to reach potential customers via more than one channel. Not only does this increase the chances of you contacting a target via their preferred means of contact, it also increases the touch points and strengthens your message. So exactly how can you use digital marketing alongside direct mail in 2017?
A sophisticated way to combine direct mail & digital is to take advantage of remarketing. If you set up a specific landing page for your DM campaign you can set up a tracking pixel that can gather data to help you to present ads only to people who have visited that page on your site.
This clever technology means that you can remarket to people who have shown an interest in your direct mail content with display or text ads as they travel around the web. This type of messaging might just be enough to convert an interested party into a customer, so it’s well worth considering as a part of your campaign.
There are a number of ways you can use social media to back up a direct mail campaign. Just like PPC remarketing, you can set up remarketing campaigns that show ads to relevant people when they’re using Facebook. This is another clever and subtle way to gain your audience’s attention.
Alternatively you could encourage actions via social media within your direct mail. For example, setting up a competition that involves an item sent with your mailer such as a fun prop or even the mailer itself could help to spread the word, reach a wider audience and get your initial targets to engage more actively with your content.
A simple email reminder might just be enough to increase the response rate of your mailer. Better yet, a carefully timed email series can help you to draw attention to different aspects of a mailer or even remind your audience of offer expiry dates.
It’s a simple fact that life gets busy, and even if someone was interested when your direct mail campaign dropped onto their doorstep, they might forget to act on it. Emails with similar content can provide a helpful reminder and even supply a more direct route to purchase if you’re trying to encourage Ecommerce sales.
If you want to get the best from your campaign, you don’t have to use direct mail in isolation. Consider an integrated campaign that uses digital marketing to increase your presence and you’ll be on the road to success!