You have heard us say it time and time again, direct mail works. In fact there are many recent articles that support the notion that in a crowded media world, direct mail response rates are on the rise. Interested in increasing those response rates even more? Direct mail works even better when you support it with email and social media.
Start with Direct Mail
A direct mailing puts a tangible product in the hands of prospects and customers. It has plenty of room for eye catching design, your contact information, and a strong call to action.
• 79 percent of consumers say that they act on direct mail immediately.
• 44 percent visit a brands’ website.
• 34 percent search online for more information about the product.
• 26 percent keep the mailing for future reference.
Email is an extremely effective online marketing tool that is affordable, flexible, and easily integrated into your overall marketing plan. A properly timed email message is a great way to reinforce your direct mail message and provide links to your social media accounts.
• 95% of online consumers use email
• 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.
• 66% of consumers have made a purchase online as a result of an email marketing message
Support with Social Media
Social media provides your prospects and customers a way to engage with your brand. It has a very broad reach and keeps you and your offer top of mind. Easy sharing options allow your followers to share your information with their friends thus increasing your overall reach.
• 93% of shoppers’ buying decisions are influenced by social media- because 90% trust peer recommendations.
• 58% of marketers indicate that their social media efforts have generated leads.
• 46% of millennials rely on social media when making purchasing decisions.
When you combine the power of email and social media with a successful direct mail campaign you get all the benefits of each media channel – amplified.
• Provide your direct mail recipients more than one way to respond to your offer.
• Multiply your audience.
• Increase traffic to your website and social media sites.
• Earn more qualified leads.
• Increase sales.
How to Use Email & Social to support Direct Mail
• Include your website and social media information on your direct mail piece. Build your online community.
• Provide a space for customers to jot down their email address on any coupons they may redeem. Build your customer list.
• Follow up a direct mailing with an email to your customer list and/or a prospect list to remind and reinforce the original message.
• Include links to your website and social media accounts in your email.
• Create a social media post alerting your followers to check their mailbox for your direct mail piece.
• Ask email recipients to share your email with their friends.
• Ask social followers to share your post with their friends.
• Use social media during and after a sale or an event to share images, generate excitement, and increase brand awareness.
There is an accepted rule in marketing that states a prospect must hear a message at least 7 times before they’ll take action to buy that product or service. While the actual number of “touches” may vary based on your business, product, or service, it is clear that the more contact you have with customers and prospects, the easier it will be to develop a relationship with them and ultimately, close more sales.
Your customers and prospects are likely active both online and offline. Supporting a direct mail campaign with email marketing and social media will provide you with those important touches and allow you to connect with them at both “locations” to reinforce your message.
If you have questions about supporting your next Direct Mail campaign with email and social media, call us. WE CAN HELP.
Statistical sources include: “From Letterbox to Inbox 2013″, “Consumer study reveals ‘direct mail matters’ in connected world,” July 11, 2013, SalesForce July 2013, Blue Kangaroo 2012, Litmus, ExactTarget, Merkle, Direct Marketing Association, Socialnomics 2014, Business to Community, MiladyPro Infographic