How to Connect Direct Mail to Digital Marketing

CONNECTED MAIL GRAPHIC

In the work-from-home environment many people are living in right now, it’s more important than ever to stay connected with your customer base and keep them informed about how your brand can remain helpful. One under-used marketing tactic still performing very well is traditional direct mail. Why? People are more tuned in to their (physical) mailbox than ever before.

41% of Americans look forward to checking their mail each day, including 36% of Americans under 30.

And we can expect to see those numbers rise in the coming months.

Consider this: Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t receive that same piece of direct mail. But this doesn’t mean you should abandon digital campaigns and strategies that have worked well in recent years. Instead, cross-promote your digital offering with some direct mail.

Here are a few strategies you can employ:

Re-target individuals who have interacted with your brand online and follow up with direct mail, driving customers to a website or brick-and-mortar store and helping move them toward a purchasing decision.

Use the USPS’s Informed Delivery, which allows you to cross-promote a direct mail piece with an email to customers who have signed up for the service. A strong call to action and click-through link will help drive customers to your website.

Check out Informed Visibility, a service that embeds a tracking link in the barcode of a mail piece and enters it into the USPS tracking system, helping you determine when your mail pieces are showing up in customers’ mailboxes so you can follow up with a digital message.

User surveys by the USPS and smallbizgenius show just how big an impact these strategies can have on elevating your brand and keeping it current during challenging times.

45% of customers act on digital notifications more than once a month
60% of businesses saw an increase in ROI
68% saw an increase in website visits
65% saw an increase in website traffic

There’s still life in direct mail

Businesses like MacKenzie-Childs, Boxed, Timberland, Nautica and Stickley are already taking advantage of this combined approach to digital and direct mail efforts—and they’re doing it well.

It might be easy to think the traditional mailbox has had its heyday. But the truth is, there are some big benefits in direct mail. Thanks to recent advancements in technology, it’s a more relevant marketing channel than ever before.

Bob Charboneau is Dixon Schwabl’s director of production. When he isn’t finding great solutions and smart ideas for our clients, he’s probably building them from scratch. Contact him at bob_​charboneau@​dixonschwabl.​com.

Bob Charboneau
Director of Production

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