Online marketing does not deliver the results of direct mail
"While direct mail is more expensive, it delivers results."
Direct mail makes customers feel more valued
Many companies are increasingly switching to digital modes of communication because of high cost of producing direct mail pieces. However, there is still a place for direct mail in a robust marketing strategy. Some digital channels are less expensive, but they do not always deliver the same return on investment as direct mail, according to Digital Journal. With address correction software, direct marketers can ensure they maximize their investment in this channel. One of the reasons direct mail is still a highly relevant advertising medium is because it can be used to link online and offline channels together for more tangible results.
People enjoy receiving mail because it's a step outside the norm. Digital communications can seem impersonal and often viewed as spam. Digital Journal reported that 57 percent of customers feel more valued when brands send them direct mail.
Combining direct mail and online marketing delivers better results
Direct mail has changed a great deal since its connection to digital marketing efforts. 92 percent of consumers are directed to online content after they have been sent a mail piece. Between 2013 and 2014, there was a 19 percent increase in the number of mailings, as well as a 29 percent increase in annual volume as marketers are seeing value in them once again.
While direct mail is more expensive, it delivers results. Citing data from Harvard Business Review, the article said an average direct mail campaign costs more than $600 per 1,000 pieces, which is approximately 100 times the cost of emailing the same number of consumers. However, the expense doesn't need to be seen as a barrier because of the high ROI. Direct mail may be viewed as old fashioned, but as customers feel email fatigue, they become less responsive to digital communication. And a crucial step to ensuring that the intended recipients receive the collateral is to add address verification to your marketing steps.
How can marketers combine digital marketing and direct mail efforts?
List segmentation ensure your campaigns are more relevant to a highly specific audience. In addition, some companies use QR codes that customers can scan with their smartphones. Rather than just including a URL on a mail piece, a QR code brings the direct mail experience mobile. Some marketers even utilize near-field communication in direct mail to further enhance the mobile experience. These tactic ensure that direct mail will stay relevant for years to come.