How to integrate direct mail into digital strategy

It’s no secret that focusing on your digital marketing strategy is a must for your business. However, today’s business owners are forgetting about an amazingly effective strategy: direct mail marketing.

Direct mail marketing responses have increased by nearly 50% between 2015 and 2016, and has one of the highest ROIs of all marketing strategies: $12 for every dollar spent.

So why has direct mail made a comeback? What makes print marketing collateral so effective? Today, it’s the ability to integrate it with your existing digital campaigns. Here’s how you can get it done:

Add QR Codes

Adding a QR code to your mailers is a great integration tactic. With the rise in mobile usage, you can use QR codes to provide in-depth detail about your product. It creates action among consumers: when a recipient uses their phone to scan the code, it could take them to your website or contact page. Furthermore, there are plenty of creative ways you can have fun with your QR codes and envelopes to help you stand out from the others in their mailbox.

Use Cookies & Tracking Pixels

Businesses use tracking pixels and cookies to help them learn more about their visitors and where they’re coming from. You can use this data to send marketing materials to people in geographic areas that are popular for your business. You can also learn more about which products or services get the most attention, and leverage this knowledge for your marketing designs.

Add Social Media Icons

Just as you’d add social media icons to your website, you should do the same for your direct mail to increase social shares and engagement. You should also consider a hybrid social-direct mail contest. Build buzz by encouraging your followers to keep a lookout for contest instructions in the mail.

Don’t Forget Email Marketing

Email marketing is still the preferred method of communication for consumers. For this reason, another way to generate buzz is by mentioning to your subscribers that something cool is coming in the mail! Be sure to create a segmented campaign: one for those whose physical addresses you have, and one for those that don’t.

We’re happy to help you get started with your direct mail campaigns and digital strategies! Simply reach out to us if you have any questions.

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