Combine Direct Mail and Digital Marketing

How to Combine Direct Mail and Digital Marketing

Direct mail is a much more sophisticated beast than you imagine.

Direct mail climbs new heights with the advancement of digital technology and now, you can take advantage of its potential. It doesn’t require a re-engineering of the way you run your business and marketing, just some tweaks that’ll bolster sales and increase response rates with very little effort.

Citipost Mail put together a study to show how digital integration can change the way you look at direct mail by taking a wider view and more informed approach. Here are those findings:

We already know that direct mail has high response rates: 3.7% from direct mail with a house list and 1% from direct mail and supplied prospect lists. All other forms total less than 1%; mobile, email, social media, paid search and display advertising fade into the distance. And it’s surprising to learn that email and social media are two of the three most popular marketing channels yet, have the lowest rate of response. Direct mail is not as popular but four times as successful as all of them combined.


Social and digital work better with direct mail

These days marketing is never considered in isolation and 44% marketeers use three or more marketing channels for their brands’ campaigns. You too can learn from this initiative and can combine direct mail with digital for even better results. The proof is in its success:

When social network users were sent direct mail, they responded as follows:
• 25% used a coupon
• 19% held onto it for future use
• 15% visited a store
• 10% passed it on
• 9% friend a new product or service

These are impressive results and a great example of how you can merge the offline with the online. Can think of any other ways to replicate that kind of response? Although social media claims to be a great connector, it’s largely impersonal. Direct mail bridges that gap. In fact, 45% of social network users have acted on direct mail they received and 29% who have used a social network in the past 12 months are 29% more likely to be heavy responders to direct mail.


Direct mail increases your total campaign’s effectiveness

When you add direct mail to an email campaign you increase the potential response rate by 26%. That’s huge. And with the capabilities of social media to spread your message to those who weren’t on your prospect list, you can expect that 9% of direct mail responses will be generated via email or social networks.

Direct mail can be used as one component of a multi-faceted campaign. Use various triggers to contact the customer through text, email, app push notifications and inbox messages and work with your postal operator to trigger the action based on the direct mail delivery. They’ll be grateful for the increased volume and have the facilities to realise your direct mail potential as you envisage it.


Track every response and understand it

Tracking direct mail with digital has never been easier and there are numerous ways to make it happen. Use QR codes and pURLs to track online activity and voucher codes to track conversions at various points of sale. To really merge the direct mail and online experience include a NFC chip that with a quick scan, swipe or tap can turn a smartphone into an extension of the mailer—direct mail brought to life. And reporting is even easier with various tools that can monitor social media for brand mentions and to receive more qualitative feedback through comments and commentary.

Direct mail with digital is the future and you can shape what it looks like with your clients and imaginations, just see how Gtech are going from strength to strength here.

Read our case study on how we helped Gtech combine direct mail with digital, resulting in a silver DMA Award and generated £14.4 million in revenue.


Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

How to measure your ROI in Direct Mail

How to Measure your ROI to Increase your Direct Mail Profitability

Whether you run campaigns where you measure your ROI in direct mail on its own, or complemented by an email campaign, you’re bound to be drawn by its benefits.

Direct mail ROI is one of its major draw cards, from the ability to dissect direct mail response rates to having information with which you can predict future results. The beauty of direct mail is the extensive amount of analysis you can perform to understand its impact.

There are plenty of mailing tips to improve ROI, such as employing postal discounts for bulk mailing and maximizing your weight for the postage paid, but what about the measurement?

First perform an audit of everything that comprises the costs of servicing the mailer; allow for production and distribution costs, suppliers and staffing, research and development and anything that has gone into your mailer’s creation. It’s good business sense to keep a handle on these kinds of expenses and gives your ROI gravitas when presenting your sales figures.

Your key metrics are as follows:

  1. Count – number of direct mail pieces sent
  2. Response rate – the number of leads you received (as a percentage) from the total count
  3. Average order value – how each recipient converted
  4. Cost per acquisition – how much it cost you terms of production and distribution costs to get the lead
  5. Return on investment – how much you’re ahead of the game after your efforts

While these are some of the most important factors, it’s important to understand the source(s) of your sales—segment your results. Is your campaign standalone direct mail or did you combine with other forms of media? Understand what kind of upswing your campaign received from this approach by looking at each source individually and combined. For example, a direct-mail campaign complemented by an email follow-up could have an upswing of 25%, and you need to understand why.

It’s important to view direct mail’s ROI in terms of both quantitative and qualitative data. While quantitative analysis offers the best business case, don’t ignore the finer points of customer retention. Every campaign you run is an exercise in brand loyalty and awareness. Even if your customer didn’t convert they might in the future. It’s unavoidable, but if you and anticipate this and give them the option to opt into further communication your mailing effort isn’t futile.

Give your prospect an option to be contacted in 3, 6 or 12 months when they might need your product or service. For instance, if they’re locked into a contract with the provider or just shy of buying their first home.

As we know, direct mail has a higher response rate than most other forms of marketing, and the return on investment often follows suit. Talk to a Direct Mail company to find out how you can create effective mail campaigns with skyrocketing ROI.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns.

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

Why use direct mail within your marketing mix?

Email Testing for Direct Mail Campaigns

Testing Email Campaigns for Higher ROI in Direct Mail

Email campaign results and testing will aid predictability in direct mail, helping you generate up to 10% response rates.

Supporting arguments:

  1. Propositions can be tested
  2. Creative can be tested
  3. Personalisation can be tested
  4. Almost anything can be tested

 

Method:

  1. While a strong medium on its own, direct mail can be even more effective in tandem with email integration. Through a strategic partnership with Red Hot Penny, a leading eCommerce and retail solutions agency in three major cities, First Move can combine its direct mail expertise with Red Hot Penny’s digital marketing prowess.
  2. Using audience profiling pooled from your database and Red Hot Penny’s data insights, you can tweak your audience to suit your offer. Build ideal profiles and data sets based on this information and define objectives for each. Use demographics, sales history and purchased statistical information to bolster this.
  3. Use trends to inform your propositions. Red Hot Penny works with some of the world’s leading retailers and organisations and understands trends. Use this insight to build your proposition and tweak each to suit your audience profiles. Change copy, artwork and offer as required.
  4. Test your proposed offer by using email as a low-cost alternative to direct mail before you launch your campaign. Using Red Hot Penny’s technology and industry know-how, reports can gauge the recipient’s reaction to various parts of an offer, and identify to which components their attention is drawn first. Make these the hero of your campaign and build the rest around it.
  5. Multiple messages can go to the same audience over a sustained period to understand which resonates best. Alternatively, a segmented database can receive different messages simultaneously in the vein of A/B testing and split testing. Using email, Red Hot Penny can assess the viability of different customer profiles to respond to offers, and understand which products they will purchase and at what quantities. Feed this data back into your own database to further understand your clientele and continue accumulating information you can use in future mailers.
  6. Analyse your email campaign before you deploy your print campaign. With the assumption that a high response for an email campaign is 0.12% and direct mail 3-4%, a 0.24% response on your email testing will indicate a 6-8% direct mail response. Extrapolate these figures and you will know how your print mailer will perform. Take the figures and predict your sales volume accordingly; set targets, order stock and staff it correctly.

 

Conclusion:

Use email testing to predict your direct mail response, but go beyond the response rate to predict sales volume. As a business you will find it a much more useful method, and you can make informed decisions about inventory and fulfilling orders. With rigorous testing First Move in partnership with Red Hot Penny can come to a predictive theory with detailed reports to match.

 

Want to know more? Contact Aran Long on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns.

You might also be interested in the following articles:

Achieving better Direct Mail response rates in this digital space

Key Statistics: Direct Mail vs Email

Why AR is better than QR

Why AR is better than QR

Your questions answered – why AR is better than QR

For a while QR codes (Quick Response Codes) were ubiquitous, but now they seem to have slipped into obscurity. Is it because they weren’t that good in the first place? After first downloading an app to read the QR code (often cluttered with advertising), the interaction ends once the user reaches the landing page. Don’t get us wrong, they serve a purpose: for functions not requiring human interaction they work perfectly—mail sorting, for example. But if you’re seeking intuitive user engagement with a direct-mail campaign, maybe it’s not the best medium to choose. But what is?

One of the perennial aims of direct mail is to increase response rate and conversions, and it’s to take the offer and convert it into real-life action. As the lines between print and digital merge we are faced with a wealth of integration opportunities. One such example is augmented reality (AR) and its dominating mobile technology as well as the media. A perfect example is the rise of Pokémon Go, the game that uses location information to “capture” creatures on mobile devices. The game’s rise has been meteoric and it’s widely popular with adults and children. While there have been AR games like it before, none has done it with such wide appeal.

As a marketeer there is enormous opportunity to capitalise on the popularisation and growth of such a new technology; meaning you will have to spend little time on educating your target audience who will be quick to adopt it from pure familiarity and curiosity. But you don’t need to have little monsters to make your mailer effective—you just need to give your customers a real-life experience through a digital medium.

If your product is something better experienced in the flesh, give your audience the next best thing. Now by harnessing technology, you can show them what your product looks like through their device’s camera lens, allowing them to envisage it in situ. For example, if you’re a car retailer you could help your prospect become a customer just by showing them what the car would look like in their driveway, and then perhaps it would seem like less of a stretch.

Of course, with this technology comes development, so you might look at a standalone app customers can download or a microsite triggered by NTC in their phone. There are endless ways you can build their support and showcase your product or service. You just have to know how to work it.

 

BREAK-OUT BOX:

  • 600 percent increase in app downloads when AR was released
  • 30 percent of mobile subscribers will use AR once a week
  • 864 million smartphones have AR technology enabled
  • 2.5 billion AR apps to be downloaded by 2017
  • $300 million total revenue generated by AR in 2013 / $600 million expected revenue by 2016

 

Please contact us enquiries@firstmove.co.uk or call 01494 539300 for more information on how you can increase your ROI with Augmented Reality.

You might also be interested in the following articles:

What makes people open their direct mail

5 of the most outrageous direct mail campaigns