Is direct mail worth considering when you can arrange to have almost any form of paper communication delivered electronically instead? Well, Google certainly seems to think so. Despite its colossal status as a leader in technology, Google still embraces strategic mailing for some of its ad campaigns. If it works for a technology leader like Google, imagine what optimizing your direct mail marketing strategy can do for you!
Surprising Tips to Boost Online and Offline Conversion
Direct mail has the unique advantage of being able to drive traffic to both your door and your Web page. Many businesses are jumping on the digital-only bandwagon, giving you more room to stand out in the mailbox. The top-of-mind awareness created by physical mail means that more recipients than you expect will be likely to give your website a look. With that in mind, make sure you take the following steps to make your direct mail campaign as effective as possible:
- Design your mailers to match your existing brand image, social media accounts, your website and in-store.
- Use address databases to compile a highly targeted mailing list of the demographic you cater to.
- To get more people to look at your mailer instead of throwing it away immediately, go for an extremely simple, accessible format (like a postcard) or an unusual, creative one (like a uniquely shaped package).
- Include a QR code so smartphone users can access your landing page with a quick scan, rather than having to remember and type out your URL.
- Keep the URL too, but make it simple and memorable. After all, not everyone uses QR codes.
- Let the mailer work like a coupon for an in-store discount.
Don’t limit yourself to thinking that e-advertising just drives Web traffic, and direct mail just brings in live customers. Expect and prepare for increased traffic at either venue. All parts of a strong omni-channel strategy should complement each other.