How to Integrate Emerging Technology into Direct Mail Campaigns
Data and Audience
Times have changed, but direct mail has stayed relevant to digital marketing.
Over the years, digital marketingiDigital marketing is the two-way conversation that takes place between a brand and consumer through online marketing methods including websites, social media, mobile devices, blogs, video and email. Traditional marketing, which might have utilized a billboard or magazine ad, is considered one-way communication since the consumer can’t interact. Digital marketing gives th... Read More has practically taken over other marketing forms. The reason for this is that digital marketing is cheap, engaging, personalized, and very quick to show results. However, it is common knowledge that direct mail is still very much in play. With new technology, marketing agencies can easily use both of these marketing techniques to reach a huge number of audiences. Here is how direct mailiDirect mail is the act of using the postal service to deliver promotional marketing material direct to a customer based on demographic information such as age, location or income. Direct mail pieces can include postcards, catalogs and other promotional pieces enables one-on-one communication with your audience, so you can control who receives the message and when they rece... Read More plays into digital marketing.
Even though times have changed, direct mail has stayed relevant to digital marketing. Not only is direct mail customer-specific, but it is also a quick way to keep in touch with current and prospective clients. Direct mail stands out, unlike other trends that died out with time because it simply evolved.
Now, direct mail is more than just sending a postcard. With the help of technology, it has become easy to target your audience. Besides that, you can use tools like optimization and QR codes to reach out to a huge number of people in mere seconds. Direct mail also includes techniques like using audio messages, videos and pictures, and mailiA company's marketing mix refers to the multiple channels, vehicles and venues it will use to distribute its marketing message to drive sales. For example, a company probably wouldn't only put its message on a billboard along the interstate. A good marketing mix might include a billboard, but also some digital advertising, maybe an in-person event, a public relations strat... Read More.
Programmatic marketing strategies include selling and buying of advertisements for a specific time. This can be done by using different software, which can help you place your advertisement at the right place at the right time. You can even use direct mail to track your customer very easily. Through direct mail, marketing agencies and businesses can send customized mail to their targeted customers in no time. Direct mail can also help companies and businesses to retarget their old customers. For example, if a potential customer has viewed a product or something similar online, you can retarget them by sending them mail for those or other similar products.
Compared to digital marketing, there are some things you won’t have to worry about when it comes to direct mail. If you know anything about digital marketing, you would know how easy it is to distance yourself from it. For example, if you don’t like something, all you have to do is unlike or unsubscribe. Direct mail, on the other hand, does not face issues like spam or blocking content.
Many companies and marketing agencies have incorporated direct mail with their cloud or CRM systems. Through this, you can easily connect and engage with a huge number of customers in no time. A good idea is to monitor your direct mail because that can help you increase your ROI. This can include your response rate and cost per mail.
If you’re a digital marketer and still have not included direct mail in your strategy, it’s time to reconsider. There is a reason direct mail is still around. Direct mail is effective and a quick way to reach out to a wide audience without the fear of being rejected.