Even though omnichannel has gone from marketing buzzword to marketing given, AccuList USA’s retail, catalog and e-commerce clients can still face challenges in getting the most ROI from direct mail and e-mail integration. A recent MarketingProfs post offered a collection of stats and tips that can help.
Direct Mail Adds Important Punch to Campaigns
For those who doubt the power that traditional mail can add to a digitally focused effort, the article cites a few important facts about snail mail’s bottom line punch. For example, campaigns that use two channels together, such as direct mail and e-mail, have been shown to get up to a 35% lift over those using a single channel, per IWCO Direct data. The younger generation may be very digitally savvy, even addicted when it comes to social and mobile, but recent studies from the U.S. Postal Service prove mail’s sales power: A whopping 57% of Millennials make purchases based on direct mail offers! Other USPS studies show why mail works so well regardless of age: People spend more time with physical advertising, have a stronger emotional response and remember the physical promotion better than digital efforts. Plus, beyond the ability to use direct mail’s sizes, formats and tactile designs to grab attention, today’s print technology makes it easy to link a printed piece to digital channels via QR codes, near-field communication (NFC), and augmented reality (AR).
How to Improve Integration of Direct Mail & E-mail
So how do you get the most out of a direct mail-e-mail marriage? Here are some ideas from the MarketingProfs post’s authors, Dennis Kelly, CEO of direct mail automation tool Postalytics, and Nancy Harhut, a creative director who has worked with leading brands such as Google, Adobe, McGraw-Hill, and Nationwide Insurance:
- Consider delivering critical information in both channels to reinforce the message.
- Have each communication build on the previous one.
- Use direct mail to emphasize a key message or break up the expected routine.
- Ensure both e-mail and direct mail adhere to the same graphic standards and reflect the same voice so each piece reinforces and extends your brand promise.
- Use direct mail to initiate a conversation with people whose email addresses you do not yet have, or with those who have repeatedly not responded to your email
For more on workflows integrating direct mail and e-mail, see https://www.marketingprofs.com/articles/2018/34741/best-practices-and-tips-for-integrating-direct-mail-into-email-marketing-campaigns