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There was a time when digital marketers believed direct mail was dead and buried. But integrating direct mail into a multichannel marketing strategy connects you with new leads, builds brand awareness, and increases your response rate.
There are numerous benefits of direct mail when used on its own. But when incorporated into a multichannel strategy, the results skyrocket.
What is Multichannel Marketing?
Multichannel marketing refers to a combined marketing strategy that employs multiple communication offline and online channels. People interact with a range of media on any given day. It’s common sense to reach out to current and potential customers across all the available mediums for the same campaign.
Applying this approach gives more opportunities to connect with an increased number of leads across more customer touch points while building brand awareness across the board – through consistent and streamlined messaging.
Suppose you set up your multichannel echo system smartly. In that case, you will be able to gather customer data and behaviour across each marketing channel. This produces an aligned marketing campaign that can be highly personalised to each individual user.
What Channels are Used in Multichannel Marketing?
Great question. The most common channels are briefly discussed below, and they can be put into any number of combinations.
- Direct Mail
- Push notifications
- Social Media
- TV and radio
- Paid search
Where Does it Belong in a Multichannel Strategy?
The truth is direct mail will fit into any point of your marketing funnel and fill multiple roles for your business.
Direct mail is a traditional place to use at the top of your funnel to build brand awareness and generate leads and sales. By using customised URLs or QR codes on your mailers, you direct customers to a personalised web address to collect information to improve customer experience and engagement across your other digital channels.
Even if the customer doesn’t engage with your mailer immediately, you have created brand awareness or your business and product. Making messaging through other channels more effective.
If your usual way of engaging with customers is through digital mediums, a direct mailer can be an outstanding pattern interrupt. Sending a customer a simple direct mailer or even white paper, product comparison, or buyer’s guide will surprise them. They’ll feel like you are reaching out directly to them. This increases the likelihood of further engagement down the line.
Depending on your strategy and aims, you can use direct mail marketing to deliver highly personalised messaging to your customers at any point along the sales funnel journey.
How direct mail can work with digital mediums
Direct mail with IP targeting
IP targeting is a marketing practice that delivers personalised marketing content to desktops or mobile devices based on their physical location. It permits marketers to deliver a direct mail piece and related digital ads to the same receiver. This is useful to build brand recognition and increase response rates by provoking the customer to click on a digital ad to receive an offer.
Direct mail with social media
Social media can be used to build brand recognition and anticipation for an upcoming direct mail offer. You can include social icons on your direct mailers to inspire engagement and shares, or even duplicate direct mail offers on social media pages.
Direct mail with email>
If you have been relying on an email-only strategy, your list will most likely have physical addresses. Use these addresses by introducing a new, physical channel that gets attention to often unresponsive email customers.
A solid multichannel strategy is the top way to generate a consistent and targeted message delivered to the right audience at the right time.
Let our experienced staff at Active Mail take the stress and headaches out of designing and implementing your next Direct Mailer campaign. We can find a solution to fit your unique business and budget.