Digital Marketing and Direct Mail Go Hand In Hand
Email campaigns are often relied upon as a cheaper alternative to direct mail, but there is a trade-off… digital marketing returns are significantly lower.
“Digital fatigue” is one reason why digital marketing open rates linger around 20 to 30% (for email, social media, and digital advertising combined), while direct mail boasts an 80 to 90% open rate. Response rates average .62% to 1% for digital marketing, and 2.7% to 4.4% for direct mail.
So if digital marketing is more economical, and direct mail is more effective, which is the best method to use? BOTH!
When direct mail and digital marketing are used together, response rates increase by 450%, and conversion rates increase by 28%. Engagement increases even more when the message is personalized — 54% on direct mail, and 32% on emails.
While mail volume has decreased from year-to year, thanks to increasing mail costs, engagement has actually increased because there are fewer letters arriving in the mailbox. The average consumer receives around 120 emails per day, but physical mail averages 2-3 mail pieces per day.
Data shows that consumers look forward to receiving physical mail, are more likely to open letters, and they keep mail much longer than they keep emails before trashing. American consumers trust physical mail from brands much more than they trust email or digital ads.
Direct mail can be coordinated with digital marketing campaigns to help build that trust, and also to reinforce the message.
Take advantage of tools like QR codes and USPS Informed Delivery Interactive to drive mail recipients directly to a web page for donations, event RSVP, or more information about your campaign.
Track real-time delivery of the mail piece to coordinate digital campaigns and follow-ups. Following up direct mail with an email, or vice-versa, dramatically increases response rates. Studies show it takes an average of 5 follow-ups to close a sale.
Direct mail and digital marketing, when used together, builds trust, reinforces the marketing message, and greatly increases engagement and response.
Call Ace Printing & Mailing at 760-969-5500 to start your direct mail campaign today!
When direct mail and digital marketing are used together, response rates increase by 450%, and conversion rates increase by 28%.