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How to combine direct mail and social media
Direct mail is personal and effective, and with address verification, companies can target their ideal audience better than ever. But if a business only utilizes direct mail for its marketing campaign, it is missing out on other leads that could be found on online platforms. A more cohesive customer experience is everything these days, and companies need to make sure they are up to par on mediums that engage clients the most.
Segmentation is one of the key parts of what makes direct mail so successful, and companies should try it out to see the benefits they can reap from it. While many see direct mail as a traditional, yet out-of-date method, they aren't seeing the bigger picture. Business 2 Community reports that social media sites are now able to help direct marketers target social users by neighborhood or zip code. Taking this to the next level, companies communicate with online users by not only asking for their addresses for direct mail campaigns, but by asking for Twitter handles for personal tweets, or use other social network cues to talk with people.
There are many different options when it comes to cross-channel promotion, but Fast Company says that the most important part of an integrated strategy is that customers are happy. This requires marketers to see a bigger picture and make sure that clients are still enjoying interaction with the brand. Oftentimes, this can mean a more complex strategy, or it can mean employing a simple yet engaging approach. It all depends on the person. The success of both the mail and social media campaign depend upon each other in this case and need to be succinct and customer-centric.
