Is Direct Mail the Missing Piece of your Inbound Marketing Mix?

Direct mail matters – here’s why

Whilst there is no doubt that we are living in a digital era with more people globally said to own a mobile phone than a toothbrush [1], direct mail remains one of the most responsive forms of marketing boasting an open rate of up to 90% [2].

Yes, 90%. That’s at least treble the average open rate of email at 20-30%.

Able to cut through the digital noise of in app notifications, social media updates and the sheer volume of commercial ads, direct mail offers businesses a way to engage with prospects in a personalised, one-to-one manner that creates value. As digital’s quiet and considered cousin, direct mail has proven to be easier to understand and most importantly, is viewed as a more believable and trustworthy medium [3]– two qualities that can often seem rare in today’s saturation of click-bait, embedded content and “fake news”. Direct mail can leave a lasting brand impression and boost revenue as part of your marketing mix.

But before you shift your entire digital budget into letters and postcards, read below to discover why an integrated direct and digital approach offers the best ROI and how you can create a united inbound strategy that maximises your business performance.

If you’d prefer to discuss your marketing strategy with a member of the Think Beyond team direct call 01625 682110 for a no obligation chat.

Why direct and digital are a marketing mix made in ROI heaven

According to a study by Brand Science Review, multi-channel marketing campaigns that included a direct mail element generated 12% higher ROI than those without [4].

The synergy of digital and direct offers businesses the opportunity to maximise mail’s responsive nature with cost-effective digital tools to attract, nurture and convert prospects at every stage of the sales funnel.

By increasing marketing mediums through an integrated multichannel mix, businesses benefit from reinforced messaging, increased touch points and an increased chance of reaching a prospect via their preferred channel.

The message seems clear: direct plus digital makes marketing sense.

How to integrate direct and digital into your marketing campaigns

The options for digital and direct integration are vast. Whether you choose to follow up a direct mail piece with a reminder email; a social influencer campaign with a postcard offer or track your DM prospects with a specific landing page that can then be remarketed using Pay Per Click (PPC) advertising, the integration of digital and direct should be governed by your data, your results and your budget.

Use your past data to truly understand your customer journey and buyer personas to target your content to achieve the right time, right content, right medium mix. Be prepared to experiment but measure your results. Agree upon success metrics and ensure that you have the relevant tracking in place to accurately determine the ROI of your integrated campaigns.

Automating your direct and digital offerings can significantly increase your marketing return by sending out relevant content once certain milestones or behavioural triggers are reached, providing a truly omnichannel approach that operates in real-time.

An integrated approach with Think Beyond

Direct mail and digital marketing should not fall into an either/or scenario. An effective inbound marketing strategy should consider how all mediums can work together to provide a cohesive, targeted whole with the aim of increasing ROI.

The responsive, trusted nature of mail when combined with the immediacy of digital creates a strong, compelling proposition that has clear, proven revenue benefits.

Knowing how to combine on and offline campaigns and make the most out of all the marketing tools at your disposal is precisely where a marketing consultant can add value to your business.

The expert strategists at Think Beyond have already helped senior management teams from across the UK take control of their inbound marketing mix. With deep domain expertise in marketing automation, knowledge of best practice and a record of delivering successful multi-touch programmes that drive revenue, Think Beyond is a marketing consultancy that works.

We work with you, we work with your team and we work with your business to accelerate your potential.

To find out how we could partner with your business, call 01625 682110.

Or, you can request a call back by submitting your contact details here.

 


  1. Hubspot
  2. inkit
  3. Royal Mail
  4. Royal Mail

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