Maximizing Marketing: Integrating Digital with Direct Mail

With the emergence of so many social media platforms and digital marketing enhancements, it is critical to integrate them into your existing direct mail marketing strategy. The popularity of mobile phones and the apps we love we so much has grown so high that for many people, these apps aren’t just popular, they’re necessary to run their businesses and personal lives.

Direct mail is still one of the most powerful, driving forces behind a successful marketing plan. This is an interesting fact to note considering that twenty years ago CD players and beepers were practically ubiquitous in our society.

Now that these are on their way to being completely obsolete, we can see that direct mail is still as prevalent and necessary as it was twenty years ago and beyond.

We came across this study which revealed the following:

“According to research by Mail Print, 85% of consumers sort through and read selected pieces of mail every day while the other 15% let it sit for two or more days at a time.  75% of consumers are saying that they are examining their mail more closely in the recent months to search for coupons and discounts.  40% of consumers say that they have tried a new business after receiving direct mail, and 70% have renewed relationships with businesses that they had previously ceased using.”

With direct mail still being so potent, we recommend putting out direct mail that features hallmarks of creative imagery, captivating information, and clear design – with digital elements. A QR code creates engagement, either through static content or mobile commerce.

Furthermore, QR codes lend themselves well toward tracking purposes, creating a direct mail campaign that engages, follows through on active consumer participation, and makes it easy to clearly track ROI.

Also consider integrating personalized URL’s (PURL’s) which are also effective drivers for websites and mobile platforms. These direct prospects to personalized microsites customized to suit their particular needs to interests. At the microsite, marketers can easily capture individual responses and data.

How will you integrate direct and digital? Tell us in a comment below.

The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as our Facebook and Twitter pages. For information about the company and its successes, visit www.trayinc.com