With digital media increasingly dominating the way in which we live our lives, it would be easy to presume that this would be the sole way to go – that the widespread presence of social networking, email and blogs would simply drown out more traditional forms of marketing, like direct mail marketing and postcard marketing.
However, this doesn’t tally with studies showing that direct mail marketing continues to give a strong return on investment (ROI). How is that so? In many cases, it’s because the marketer knows how to combine the best elements of digital and analogue media.
In truth, by cross-promoting your company’s products and services across both direct mail and social media, you can expect to make a deeper impact and reach many more people than you could have otherwise hoped to reach, had you embraced just one of these options.
Use social media to inform your mailing list
One definite benefit of social media marketing is the ability that it gives to gather information on your prospects. When you next request a mailing address, for example, ask for their Twitter handle as well. Then, you can start sending targeted tweets and/or direct messages to begin building that customer relationship.
By monitoring the interactions that you have with customers on social media, you can also segment your direct mail marketing content, depending on their requirements and the products or services of your business that most interest them.
It’s also a good idea to include your social media information in the direct mail that you send, letting your customers know about current social media promotions and measuring the response, so that you can see the results that you are gaining from different direct mail marketing campaigns.
Don’t forget to do things the other way round, too, encouraging social media followers to sign up to your mailing list. But in doing this, remember to mention a specific benefit to them receiving direct mail from you, such as exclusive offers and discounts, or even advice and information of relevance to your industry.
Don’t be afraid to get creative!
Integrate social media and direct mail for better results
There are so many ways to drive a greater response by combining the best elements of social media and direct mail marketing. You could, for example, add a QR code or other technology optimised for mobile to your direct mail, taking the reader directly to a landing page offer.
Or what about cross-promoting a contest on your social media profiles and the next postcard that you send to your prospects? You could also use direct mail to alert prospects to discounts or offers that can only be accessed by those that ‘like’ your Facebook page.
With so many points of contact being needed these days to achieve a sale, such a multi-channel messaging approach is only gaining in importance. By embracing direct mail and social media in intelligent tandem, you really can make a much greater impact.