Calculated Digital and Direct Mail Integration is the Key

We are in the age of multimedia, diminishing attention rates, blocking, unsubscribes and the relentless volume of digital messages. Effectiveness of these channels have plummeted with attribution becoming more and more difficult. There has been a huge increase in the rates of bot responses, fraudulent responses and digital activity appearing in undesirable online media. It is therefore becoming harder and harder to truly cut through, hold consumers attention and measure the true success of your digital campaign.

There are growing problems with digital marketing. The consumers’ lack of engagement with the barrage of messages they receive – translates to the fact that direct mail is already offering marketers more impact, engagement, and profitability than could have been predicted even 5 years ago.

And perhaps more importantly, a new generation of young people are emerging who feel constricted  by a  ‘digital only’ world, and are looking to the tactile,  3 dimensional, and long lasting opportunity that mail items offer.  They are developing skills, gaining decision making roles, and will help drive new ideas and activities.

Consider the following:

•  In 2016, over $45 Billion was spent on direct mail advertising each year and it continued to grow at a clip of close to 5%.
• Epsilon surveyed nearly 5,000 customers and “60 percent said going to the mailbox and receiving a piece of mail provided an emotional boost.” Yes, people have a great connection with mail. It’s personal, tangible, and if done right, it can be highly targeted to individuals’ specific interests.
• The Epsilon survey also revealed that, “Consumers said they found mail to be more trustworthy than other forms of communication.”

 The integration between other channels and direct mail is key:

So many companies are marketing with "omni-channel, multi-channel, opti-channel, integrated marketing, dynamic marketing" but fail to clarify the integration. Maybe it builds the mystique around it.  Bottom line integrating the digital channels with direct mail with proper understanding and strategy is the key to successful returns.

“Direct Mail Conversion Research,” in February 2019 by USPS found that a more dynamic approach to direct mail is the way forward. It’s established a new place in marketing strategies and yearly budgets, all thanks to its effectiveness.

• 40% conversion rates when digital and direct mail are combined.
• 68% of marketing respondents said combining digital and direct mail increased website visits.

In that research, here is how companies are coordinating the digital and direct mail integration:

• 80% drive traffic from direct mail to digital channels.
• 76% integrate a unique URL or discount code in direct mail.
• 61% timing digital media once direct mail is delivered to customers.
• 51% sending personalized direct mail based on online behavior.
• 49% creating a digital version of direct mail.
• 15% are using QR codes in direct mail.
• 7% are embedding AR or VR in direct mail. 

In summary Marketers should use behavioral data from other channels to deliver direct mail communication just-in-time. But direct mail will increasingly be used as an engagement tool when brands lose permission to communicate via email or SMS. Eventually, the future of direct mail will necessitate educating a generation of “marketers” who have been ignoring the channel for the longest time. ‘

Steer your digital efforts to collecting data, asking not telling with a sledgehammer. When you know and understand consumers from their behavior, it becomes that much easier to build a direct mail marketing campaign around their specific needs. You know what they consume, how they engage with your brand, why they might be in the market for a certain product or service, and when they might be in the market to make the purchase.

KISS Principle

In one of the studies, 61% of marketing respondents said the length of a standard direct mail production cycle hampered the coordination of campaigns. 

Being in operations for as long as I can remember, I can tell you that direct mail campaigns don’t have to be long production cycles. Keep it simple. For starters, avoid odd mailpiece shapes and sizes as well as unnecessary finishes to save time and expense. Focus on efficiently getting your message out.  Better yet, work with a print service provider like us to plan out your campaign strategy.

Don't overlook the data going into the campaign and the data going out. Data going in can give you a glimpse into consumer preferences and the buyer’s journey, allowing for more relevant direct mail campaigns. You can offer the right promotion at the right time to the right person or the right neighborhood and can also have options to tailor your approach to specific households and their preferences. Each household or neighborhood will respond differently, so use a data-driven approach to build direct mail marketing practices that focus on relevant messaging and targeted media spend to drive results.

Work with us as your print and mail service provider to translate that data going out into intelligent direct mail. We partner with USPS to make sure you are getting the discounts that are available based on the needs of that campaign. The benefits of great data going in and going out is often overlooked and that translates into lost dollars.

-Martin Aalsma