Email Marketing & Direct Mail
When it comes to marketing your company, not all initiatives are one size fits all. It wouldn’t be wise to put your entire marketing budget into one platform, but instead experiment with different channels to see what gives you the best performance. If online advertising was your plan, you would want to place ads on Google, Facebook, Instagram, and/or LinkedIn. This would allow you to reach a diverse group of your target audience and likely reach them more than once on multiple platforms.
With email marketing, customers are more inclined to make a purchase if they are reached through direct mail as well. Who would have guessed? Email marketing and direct mail go together like peanut butter and jelly! That might be too much of an over-comparison, but the research backs it up.
According to an article written by the Harvard Business Review, one business saw a 15% increase in sales and a 27% increase in inquiries when using the strategy of emailing plus sending a direct mail piece. The key is to keep your product or service at the top of their mind.
We all find it a little bizarre that we can quickly speak about a product and 5 minutes later see numerous ads about it. Whether something is listening to us or our phones are reading our minds, seeing a product or service continuously truly does influence our purchases.
What type of direct mail works the best?
So happy you asked.
Direct mail marketing can be expensive, but when used properly, it can make a difference for your business. We all hate getting useless mail, but there are a few items we keep around.
Nothing is more intriguing than a beautifully designed booklet. It doesn’t matter if your product is not related to our interests, we still want to take a look. In the same article by the Harvard Business Review, they discussed how an e-commerce business gained more business when sending a catalog in additional to their online marketing. Customers want to see their purchases and visualize owning the product.
With direct mail marketing, we don’t always have the ability to ensure every single piece we send out is going to our perfect, ideal client. Some people are halfway interested and others not at all. So how do we prevent your direct mail from going directly into the trash?
Give them a little something to hang onto. This allows the customer to hang on to something that will remind them of your product or service without needing to keep the entire mailer. Examples of these items would be a coupon, bookmark, magnet, or postcard.
We have the ability to perforate anything for your print project, so we are happy to show you some examples of how to give a keepsake type of item.
Why does email marketing and direct mail work so well together?
Email marketing and direct mail work well together because they tackle different roles. Email marketing serves as a gentle reminder of your product or service to your subscribed clients. Direct mail serves as a visual storytelling for your company. What they have in common – personalization and subscribers. Both serve as direct communication you have to your customer. It helps remind them that your company is ready to gain their trust and their business.
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I’ve always been impressed with O’Neil’s professionalism and communication. From high-end brochures to time-sensitive, variable direct mail, they’ve always come through for me.
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