The ability to impact recipients on various levels through mail makes direct marketing incredibly successful. A highly personalized message can start a relationship with a customer off on the right foot as well as develop it into a long-lasting connection. One of the most important ways direct mail can impact a marketing campaign, however, is by integrating it with other promotional channels. In an increasingly digital age, it can be hard to determine the best method of communicating with a target audience. Offering both traditional marketing methods as well as a digital strategy creates a cohesive and engaging experience for customers.
USPS supports the emphasis on technology and integrated campaigns, even saying that the digital world is empowering direct mail. Mail is already a strong mode of communication, but technology will help enhance the advantages it offers. Addressing customer needs and expectations is easier with an integrated approach in addition to providing a more personal experience. Postmaster General Patrick Donahoe says there are a multitude of ways in which marketers can make their mailing campaign more creative, relevant and useful in the overall marketing realm.
"The growth of our industry is going to be driven by changing technologies and customer expectations," Donahoe stated. "We have to work together as an industry to anticipate these changes by leveraging the value of mail to shape new opportunities … Innovating digital integration is fundamental to improving the consumer experience - and combining the targeting power of online advertising with that mail experience will make mail far more valuable to the receiver and the sender."
In order to achieve marketing genius with an integrated program, here are three tips:
1. Engage in email
The Direct Mail Man says email is one of the least expensive marketing strategies and can be linked well with direct mail. Try synchronizing mail and email content and design for a cohesive experience and spreading brand awareness. Let people opt-in to the email subscription list, but maintain consistent communication with them through both mediums.
2. Tackle social media
Tie in social media content with direct mail content. This means maintaining a strong social media approach that will actively engage people and prompt mail recipients to search for the brand on the social platform.
3. Take advantage of the company blog
Offer up the expertise or educational nature of the company blog, encouraging interested prospects to learn more about the company or the industry. It's all about leading the customer from medium to medium while developing a strong relationship with them along the way.