Social media and traditional “snail mail” may come from the different digital and print realms, but they are a marketing odd couple that work well together. Successful integration of social media and direct mail can deliver improved response rates, customer insights, creative testing, targeting and branding. And AccuList makes it easier for clients by offering services to help match Facebook and other social media with direct mail lists. Here are just a few strategies for combining social and mail marketing:
Mail Lists Build Social Reach and Social Builds Mail Lists
Facebook, the biggest consumer social media platform with more than 2 billion users a month, actively encourages marketers to upload direct mailing lists for matching against user information in order to run hyper-targeted paid social ads. Plus, Facebook ads can drive prospects to a landing page that offers an incentive to capture a physical mailing address in order to build up mailing lists.
Social Geo-targeting Can Help Tailor Mail Geo-targeting
Before prospecting in a specific geographic area with a costly mailing to target zip codes, try inexpensive research using social media. Send a promotion to a social media platform’s users in targeted zip codes and review the analytics to see which areas responded to which messages most favorably and then tailor direct mail list and creative. Facebook and Twitter allow targeting by location as well as demographics and interests for consumers, while LinkedIn can be used to target business prospects by location.
Social Analytics Enhance Direct Mail Targeting and Creative
Social apps and ad analytics provide marketers with demographics, interests, and response data for insights into target consumer and business audiences. Those insights can be applied to mailing list segmentation and targeting selections to increase direct mail response. Plus, social media ad creative can be tested and tracked to see which messages and images perform best with which audience segments, with the results used to inform the messages and images used in physical mailers. Finally, marketers can merge social insights and data from social media profiles with CRM and marketing automation to craft direct mail triggers and to create personalized mail content.
Use Cross-Channel Pollination to Help a Campaign Bloom
Cross-promote on social media and direct mail to marry social media’s ability to generate engagement and excitement with mail’s ability to deliver personalized, lasting, tangible information. Of course, the creative and offer should mirror each other in both channels for consistent branding. For example, marketers can pump a product launch on social media and then mail brochures when product hits stores. Vice versa, direct mail pieces can include social icons and QR codes linked to a social page to recruit social media followers or promote social sharing incentives to increase direct mail campaign momentum. Of course, before rollout, it’s a good idea to try a direct mail split test to those who received a social media (say Facebook) teaser and those who did not in order to tailor the wider campaign. For more ideas, check this recent NextPage blog post.