It’s less saturated than digital channelsīetween all of the online campaigns companies run-emails, social media ads, chatbots, and so on-we’re all a little overwhelmed by digital marketing. But today, businesses can integrate direct mail with other marketing automation tools, CRMs, and data solutions. Years ago, integrating digital and direct marketing strategies together would have been nearly impossible. Direct mail allows you to complement your digital campaigns with physical, interactive content. Most omnichannel strategies involve a mix of digital channels that reach your audience at a variety of touch points in a variety of ways. It adds another layer to your omnichannel marketing strategy But there are a few reasons it’s essential to your marketing strategy now more than ever. Why is direct mail important right now?ĭirect mail has always been effective for reaching leads and customers. It has the potential to help you reach your audience at every stage of the customer journey. It’s clear direct mail isn’t just for bills and coupons. Even if you do offer a paperless option, some customers prefer getting hard copies. Often, regulations require these businesses to send physical documents. Many businesses in the finance and health care industries have to send forms, letters, and invoices to their customers on a regular basis. Improving customer communications: Direct mail isn’t just for marketing.Not only will this encourage your audience to buy from or visit your business again, but also it will encourage them to spread the word, resulting in more leads. Retaining leads: With direct mail, you can send previous clients or customers exclusive offers, thank them for their business, and ask for feedback or ways to improve.Sending direct mail to those who already filled their shopping cart but haven’t purchased (or visited your service pages or partially filled out a form) will give them a physical reminder to come back and complete the action. Retargeting leads: In March 2020, over 88% of all online shopping carts were abandoned.They may not pay attention to one out of four dozen promotional emails, but that piece of direct mail is hard to ignore. While email is still essential to most businesses, direct mail gives you the chance to capture the attention of those who aren’t aware of your business in an interactive, memorable way. So it’s no wonder that direct mail has a response rate over 4% higher than email. The average number of direct mail received daily, in comparison, is two.
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