Direct Mail and Email: The Blended Marketing Approach

Here is how you can Blend Direct Mail and Email

How to Effectively Blend Direct Mail and Email

We have previously written an article in which we discuss the advantages of using Direct Mail over Email. That article was based on the fact that, despite the doomsday prophesies that have been bandied around over the past few years with regards to the trajectory of Direct Mail, the use of such tools as Post Cards, Brochures and Banners in Marketing has actually experienced a resurgence.

A Question of Trust

There are a number of reasons why consumers trust Direct Mail when compared to Digital Marketing tools such as Email and Social Media Marketing. Although Marketing chefs have been salivating over the newfangled Digital Marketing tools, the fact remains that Direct Mail remains relevant in today’s world.

It doesn’t have to be a War

What we want to dispel in this article is the belief that the world is currently in the midst of a war between Direct Mail and Digital Marketing. This is one of the mistakes that we constantly see being made across the board. For some, using Email excludes the use of Direct Mail to reach out to potential customers.

However, that should never be the case. In fact, what you need to have is a blended approach to Marketing, which takes cognizance of the fact that there are strengths and weaknesses in both Digital Marketing and Direct Mail.

Allowing for this gives you the ability to take advantage of these strengths and to use every available tool to generate leads for your business.

Direct Mail and Email: The Blended Approach

If you have ever been involved in Email Marketing, you will know that although the average Open Rate hovers around 24%, the Click Rate, which is all that matters at the end of the day, stands at an average of 2.5%.

This clearly, is not much, although, considering the fact that Email Marketing is cost effective; you can send out a thousand emails at the click of a button, it actually represents a good return on investment.

Direct Mail Response Rates

Just ask yourself the number of times that you have ever bothered to open an unsolicited email, and you will realize the kinds of odds that Email Marketing is stacked against. This is where it becomes possible to effectively leverage Direct Mail to compliment your Digital Marketing efforts.

Direct Mail has a much higher open rate when compared to Email Marketing. We have already noted that there is something traditional about receiving a brochure or newsletter in the mail that’s absent in the impersonal world of Digital Marketing.

It’s what gets you to sit back in your living room and, nearly 6% of the times, actually respond to the message that is in the Direct Mail material that you have just received. If it’s a Post Card, you may just stick it on your refrigerator, which is what every Marketer dreams about.

Use Direct Mail to Boost Digital Marketing

In any case, it is possible to, considering its resurgence, leverage your Direct Mail to give a boost to your Digital Marketing efforts. How, you may ask, do you achieve this end?

  1. Include Your Digital Marketing footprint in your Direct Mail

Today, it is a fact that almost everyone across the globe has a Digital footprint. If you are like most people, you will have at least one email address which, for most people, has pretty much substituted Direct Mail and offers instantaneous contact.

Then there is Social Media, with platforms such as Facebook, Twitter and WhatsApp taking the world by storm over the past few years.

A good way of blending Direct Mail with Email involves including your Email and Social Media Addresses on Postcards, Brochures and other Direct Mail material.

  1. Instant Response

If there is anything that Digital Marketing has going in its favor, it is the fact that it offers almost instantaneous communication, regardless of the distances that exist between people. Giving the above mentioned contact details to your prospects through Direct Mail allows them to quickly and efficiently get back to you, should they be interested in whatever it is that you have to offer.

What this means is that you no longer have to wait for someone to craft and write a response letter, before driving down to their local post office to mail it back to you. All that they have to do now is log into their email account on their computer or mobile devices and they will be able to get in touch with you in an instant.

  1. Direct Mail and Email: A Two Pronged Approach

Use Direct Mail and Email to get better results

Another way through which you can increase your chances of success is by carrying out a two pronged approach. Why not sent out both an email and Direct Mail to your prospects? Doing this greatly increases your chances of success by reducing the feeling of intrusion that often gets people to delete unsolicited emails.

You could, as an example, time your Emails to arrive soon after your Direct Mail. If your prospects have opened your Postcards, Brochures and other Direct Mail material, they are much more likely to respond positively to your emails. In fact, research indicates that campaigns that incorporate Direct Mail are 3 times more likely to succeed than ones that do not.

  1. Your Website

Away from Email, another good rule of thumb is that you should have your website’s URL clearly written on any Direct Mail material that you send out to potential customers. Although Direct Mail is a great way of reaching out to new customers, the fact remains that you can only give out so much information on, as an example, a Post Card or a Business Card.

It is important, therefore, for you to use the limited space to direct people towards your Website or blog, where you will have the opportunity to give out as much information as you wish.

Let’s assume for a minute that you are in the Real Estate business. Although any Post Cards that you will send out will have a few tantalizing listings, the only way that people are going to get more information is by calling, emailing or by visiting your website.

Direct Mail, in this regard, lays the groundwork for you to make your pitch to your prospects.

Your Marketing Stuff

Still looking for a company that can help you come up with professional Direct Mail material that converts? Why not try out Your Marketing Stuff? YMS offers the following Direct Mail designing and printing services;

  • Brochure designing
  • Postcards
  • Banners
  • Business Cards
  • EDDM
  • Other Services

The great thing about our approach to Direct Mail is that it takes cognizance of the fact that any material that is sent out needs to be of the highest quality, since it is representative of your brand and has the potential to either boost or negate the image that people have of your company.

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