How Direct Mail Fits In A Multi Channel Strategy
Many times marketers look at direct mail as an old school choice that does not fit well in an multi channel world. This is just not true, direct mail fits right in. Direct mail helps you integrate online marketing with the physical offline world. People like and trust direct mail across all generations. Direct mail is the tangible component of your multi channel strategy. It is a physical piece that draws attention and then is remembered better than digital channels.
When customers and prospects get a mail piece that ties to multiple channels, not only is your branding more effective but your engagement goes up. Why? Attention spans are shorter, people are inundated with ads all and they are very busy in this fast paced world, so reaching them multiple times across channels gives you more opportunity to get them to buy from you. If you are already doing direct mail, but not tying it into your other channels, you need to coordinate them to increase your response rates.
Where direct mail fits best:
- Start – Direct mail can be the start of your campaign. Use it to drive customers and prospects to specific online landing pages. Then create triggers for other channels based on mail delivery date, landing page visits or lack of action.
- Middle – So after you have sent out emails, display ads or any other marketing channel ads, you can then use direct mail as a mid-campaign push to action. Then your follow up will be with other channels based on either their response or the in home dates.
- End – Lack of response does not necessarily equate to lack of interest, so ending with direct mail is a very popular method. Direct mail is a driver of response. You can time it to distribute after a set number of days from other channels or be triggered based on lack of response to other channels. Direct mail as the last touch allows a final push of your campaign that can easily be saved until they have time to respond and can be given to others to increase your exposure.
Since direct mail fits at any phase of your campaign, you should include the channel to help boost your sales. Now let’s look at a real example of how IKEA uses direct mail in an multi channel strategy. Ikea is known for their catalogs that come to life when scanned with a cell phone to show you how their furniture will look in your home, but did you also know that they are utilizing email, and social media in conjunction with the catalogs, not to mention TV and radio ads. Each channel feeds into the other and allows them to build up audiences across all channels which increase sales.
Direct mail does not have to include an AR or VR experience like IKEA, but it does need to tie into your online content and other channels. You want the flow for customers to be the same no matter what channel they respond to, so create a workflow that accomplishes this. Of course what they see first is based on where and how they respond, however the overall flow should be driven by triggers based on what each person is doing along the way.
Customer experience is the key to great multi channel marketing and direct mail fits into it perfectly. You can no longer put your money into just one channel because you will not get enough bang for your buck. Multi channel allows you to create a complete campaign based on ease of use for your customers. Every customer is different so allowing them to respond in the most convenient way for them increases your ROI. Are you ready to get started?