Direct mail is a much more sophisticated beast than you imagine.
Direct mail climbs new heights with the advancement of digital technology and now, you can take advantage of its potential. It doesn’t require a re-engineering of the way you run your business and marketing, just some tweaks that’ll bolster sales and increase response rates with very little effort.
Citipost Mail put together a study to show how digital integration can change the way you look at direct mail by taking a wider view and more informed approach. Here are those findings:
We already know that direct mail has high response rates: 3.7% from direct mail with a house list and 1% from direct mail and supplied prospect lists. All other forms total less than 1%; mobile, email, social media, paid search and display advertising fade into the distance. And it’s surprising to learn that email and social media are two of the three most popular marketing channels yet, have the lowest rate of response. Direct mail is not as popular but four times as successful as all of them combined.
Social and digital work better with direct mail
These days marketing is never considered in isolation and 44% marketeers use three or more marketing channels for their brands’ campaigns. You too can learn from this initiative and can combine direct mail with digital for even better results. The proof is in its success:
When social network users were sent direct mail, they responded as follows:
• 25% used a coupon
• 19% held onto it for future use
• 15% visited a store
• 10% passed it on
• 9% friend a new product or service
These are impressive results and a great example of how you can merge the offline with the online. Can think of any other ways to replicate that kind of response? Although social media claims to be a great connector, it’s largely impersonal. Direct mail bridges that gap. In fact, 45% of social network users have acted on direct mail they received and 29% who have used a social network in the past 12 months are 29% more likely to be heavy responders to direct mail.
Direct mail increases your total campaign’s effectiveness
When you add direct mail to an email campaign you increase the potential response rate by 26%. That’s huge. And with the capabilities of social media to spread your message to those who weren’t on your prospect list, you can expect that 9% of direct mail responses will be generated via email or social networks.
Direct mail can be used as one component of a multi-faceted campaign. Use various triggers to contact the customer through text, email, app push notifications and inbox messages and work with your postal operator to trigger the action based on the direct mail delivery. They’ll be grateful for the increased volume and have the facilities to realise your direct mail potential as you envisage it.
Track every response and understand it
Tracking direct mail with digital has never been easier and there are numerous ways to make it happen. Use QR codes and pURLs to track online activity and voucher codes to track conversions at various points of sale. To really merge the direct mail and online experience include a NFC chip that with a quick scan, swipe or tap can turn a smartphone into an extension of the mailer—direct mail brought to life. And reporting is even easier with various tools that can monitor social media for brand mentions and to receive more qualitative feedback through comments and commentary.
Direct mail with digital is the future and you can shape what it looks like with your clients and imaginations, just see how Gtech are going from strength to strength here.
Read our case study on how we helped Gtech combine direct mail with digital, resulting in a silver DMA Award and generated £14.4 million in revenue.
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