![]() In the future, I believe the most effective marketing campaigns will be the ones that best combine both traditional methods like direct mail and digital marketing, including social media, in a one-two punch that can get your business noticed.įorbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Through those channels, you can move them to your website and obtain their email addresses. That piece of direct mail can also entice recipients to visit your social media sites-Facebook, Twitter, Instagram, etc. Also, now your email will populate in their inbox instead of their spam folder, and they will recognize your name-making it more likely to be opened. Now, you have both their physical address and their email address. Direct mail marketing leverages physical mailers delivered to consumer addresses in support of a brands marketing efforts. Once on your website, you can have them sign up for special offers using their email address. Including a Quick Response (QR) code that the consumer can scan with their phone for a special offer can be powerful. You could also reinforce the message through digital channels. Maybe it's an offer promising a significant discount for trying your business. Once you identify your target audience and put your ad in their hands, you need to give them a reason not to discard it. With all of the digital resources today, it's easy to find the precise demographic you want to target. For instance, an elderly person doesn't need a children's haircut discount from a salon 50 miles from their home. It has to be a service they need that is convenient to their location. To quote the Smithsonian National Postal Museum: "There is no such thing as junk mail-only poorly designed and implemented campaigns." To get the best results, it's important that you target certain demographics within a specific market. You are a stranger to them so you have an uphill battle when it comes to generating a response. you are mailing to an outside mailing list (meaning any list that is not your own) The people on outside mailing lists have no relationship with you. A mass mailing to a large sample of people is a waste of resources. A 2 response rate is a good approximation if: 1. You need to start with a strong direct mail campaign. Its subject line reads We Forgot Something in Your February Box. This enticing campaign from a beauty product subscription service attracts the recipient’s attention. Omnisend market research (via Forbes) found that the purchase rate of an omnichannel marketing campaign is 287% higher than that of single-channel marketing. Nike’s email campaign reminds us that less is more when crafting compelling email direct marketing copy. That's a 3.5% increase over the almost $42 billion spent in 2020. ![]() ![]() While email is an inexpensive way to reach large numbers of people instantaneously, I believe an email campaign can be much more effective if used in conjunction with a direct mail campaign.Ĭombining Strategies To Best Target Potential CustomersĪccording to the online statistics and market research firm Statista, advertisers are expected to spend about $43 billion on direct mail in 2022. ![]()
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