Direct mail is an integral part of your digital marketing plan.


Direct mail is an integral part of your digital marketing plan.

People who shop at thredUP know how important it is to keep people returning to their store. However, they knew that digital marketing alone wouldn’t be enough to keep people coming back. 

The answer is A direct mail marketing plan. thredUP increased the number of post-purchase touchpoints by incorporating direct mail into their digital marketing strategy. This led to a 10–15 percent increase in performance.

Direct mail is an integral part of any marketing plan. Without it, you’re skipping essential touchpoints and missing out on a lot of money.

Traditional marketing and digital marketing work well together.

Many things fall under digital marketing. Email, paid search, social media, SEO, advertising, and more are all part of it.

There are a lot of ways to do direct mail marketing. First, it’s all the mail that is sent to your mailbox. Thoughts that come to mind are letters.

Direct mail isn’t the only marketing channel that should be used together. And while many marketers have learned how to combine all of these digital tactics into one cohesive marketing strategy, very few have been able to integrate direct mail with their digital marketing strategy. 

On the other hand, direct mail makes your whole marketing strategy more powerful and opens up new ways to drive, retarget, and keep leads.

They empower your omnichannel marketing.

Customer conversions are more likely when you meet them at many places. Between 7 and 13 touchpoints (or more) are usually needed to make a sale or get a qualified lead. Unfortunately, there is no magic number of touchpoints.

Isn’t it possible to make some of those touchpoints real? 

Neuroscience shows that physical objects help people remember things and think they’re worth more, making direct mail marketing a great way to strengthen your omnichannel marketing strategy.

They reach more people.

People aren’t always interested in digital channels, especially when they’re too many. So in this way, every new channel you add to your omnichannel strategy helps you reach people you wouldn’t have been able to reach otherwise.

Direct mail can help you avoid a lot of the problems that digital marketing has on a lot of different platforms:

  • Social Media: Many people have mail or a post office box, so social media is an excellent way to connect with people.
  • Advertising: An ad blocker can hurt digital advertising efforts because more than 25% of people now use them. If you want to block ads on your direct mail, there is no way to do that.
  • Email: You can’t just throw away a postcard from your mailbox. Each recipient has to interact with your mail physically, unlike sending an email message.

With COVID keeping people at home (and near their mailboxes), direct mail marketing has a better chance than ever to reach people.

Improve and increase your ROI

Because you’re reaching more people at more places, digital and direct mail marketing work together to improve your overall marketing ROI.

When digital and direct mail are used together, marketers see the following:

  • 40% more people are converting.
  • 68% percent more people visited the website.
  • 60% rise in ROI 
  • 53% rise in leads

If you want to reach big businesses, direct mail marketing is a great way to do it. These companies have a lot of people you need to talk to before they buy something. 

Buying email lists can help you target specific people, but those lists can be pricey, too. It can also be costly to use paid ads to reach as many people as possible, especially if you can’t ensure that everyone who sees your ads is a good lead.

If you want to send direct mail to business addresses, you can do that with direct mail. 

Then, you can personalize the direct mail for specific decision-makers. The answer is: You spend less money on a smaller address list, but you still reach the people you want to reach.

Direct mail should be a part of your digital marketing plan, but how does it fit? 

You can use direct mail at any customer journey to boost your digital marketing.

Lead Generation Stage

Direct mail gives you another, more tactile way to get people to sign up for your newsletter, whether you’re selling shoes or software.

Let’s say you run a retail business with both an online store and stores in person. When you run social media ads and pay for paid search, you see a big drop in foot traffic in a few cities. 

You need to send emails to people who haven’t already agreed to get them to get new leads. If your list isn’t broken down by city, you may not be able to target the cities you want.

Using direct mail marketing, you can buy address lists of new leads that are broken down by location and send direct mail to households in the cities you’re trying to reach. 

You can also offer physical coupons that recipients can take to the store.

There is no need for you to have a storefront to find direct mail useful.

If you’re a B2B SaaS company, you can use direct mail to reach people at your target companies who haven’t heard of you yet. 

Retargeting Stage

Every business, from travel and car rental to insurance and fashion, has many people leave their shopping carts. The Average? It’s over 88%. 

And form abandonment rates are just as bad; if you don’t reach out to these people, you’re likely to lose them for good.

Digital retargeting? Is it worth it to try? Absolutely. But add direct mail to your retargeting strategy. 

You can take advantage of a less crowded channel and reach people who haven’t been interested in digital outreach anymore, which can help you get your message across. 

Customer Retention Stage

Wrapping direct mail into your digital marketing plan adds a more personal touch to your efforts to keep customers coming back. 

Do you have a lot of customers? Millions? Getting people to stay loyal isn’t always easy with so many people, but it’s worth it.

About $6 billion worth of goods is sold by Sephora in the United States every year. Eighty percent of that money comes from the 17 million people who belong to a loyalty rewards program. 

How do they keep people coming back? Sephora also sends out direct mail with coupons, gift cards, product suggestions, etc. 

In addition, Sephora has online classes and a community on its website. As a result, they’ve turned millions of first-time customers into long-term fans. 

How do you make your digital and direct mail marketing go hand in hand together?

It’s not enough to throw direct mail into the mix and hope for the best. It takes a lot of planning to get the best results.

As a whole, treat them as one marketing strategy.

Treating your digital and direct mail marketing strategies as separate initiatives is a surefire way to create inconsistent messaging and miscommunication. 

On the other hand, treating them as one strategy upstream will make sure they work together to get the best results.

Lob, for example, is a customer of Betabrand, a company that makes women’s clothing. Betabrand uses direct mail and digital marketing to get customers to come back for more.

To do this, have all of your marketing teams (ads, social, digital, direct mail, etc.) in the same room (or Zoom meeting) when they’re planning to work together instead of syncing up their plans. 

You might want to use a marketing plan template to help you through the process. Then, automatically send out your direct mail.

Customers’ online behavior triggers the best direct mail marketing strategy. Watching your customers’ behavior and then manually sending direct mail is a lot of work. 

When you automate your direct mail process, it will be able to work with your digital marketing in a timely way.

Invest in software like Lob to automate your direct mail so it can keep up with your digital marketing. 

Take a look at the software that can do things for you.

  • Checking the address
  • Printing
  • Sending and tracking

ThirdLove, a company that makes intimates, used Lob to make their processes more accessible and send personalized direct mail to customers based on what they bought in the past.

Integration: Make your direct mail processes and software work with your other systems.

Managing multiple software and platforms is a pain—unless they work together. For example, your direct and digital marketing software should work together so that everyone doesn’t have to deal with different tools.

Keep an eye out for software (like Lob) that can be used instead of or in conjunction with your current tech. Lob, for example, can connect with Salesforce, Marketo, JotForm, and many other apps.

It can also be built into your systems, like Lob customer and business intelligence company Saylent did. This is what happened. The Saylent team used to manually send out over 250 direct mail marketing campaigns each year. 

After a two-week integration process, most of the manual work was done for them. When digital and direct mail marketing are used together, they are more potent than when they are used alone.

There is a lot of work involved in integrating your digital and direct mail marketing strategies, but once you’ve done that, you’ll be able to reach more people and get more out of your money. 

 

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