It could appear to be an odd coupling, however the mixture of direct mail and cell advertising is a perfect merger of high-value messaging.
How so? In order to grasp why these two channels complement one another so nicely, let’s first discover the important thing distinctive advantages of every.
You may already know fairly a bit about cell promoting. The channel is an more and more efficient manner for entrepreneurs to develop engagement.
In 2016, cell advertisements took the very best share of digital promoting revenues (more than all other channels combined) for the primary time.
But do you know junk mail persistently delivers the highest response rates amongst all direct response advertising channels?
In truth, junk mail beats digital channels mixed by an element of 10 to 30, based on the Data and Marketing Association.
And once you use junk mail as a part of an built-in cross-channel method moderately than for remoted mailing campaigns, the outcomes are even higher.
Direct mail returned a 9% common response price for home lists and 4.9% for prospect lists in 2018, the Data & Marketing Association discovered.
These numbers are exceptional, almost doubling for the reason that earlier 12 months, however the strongest returns had been from campaigns that linked junk mail with digital advertising for a 1-2 punch.
The DMA reported that built-in cross-channel campaigns, which embody junk mail, return response charges as a lot as 35% greater than remoted single-channel campaigns.
Infotrends discovered a fair larger enhance, reporting a forty five% elevate in response price when digital and bodily advertising are mixed.
So, once you study junk mail returns, it turns into clear—entrepreneurs in search of a cross-channel enhance ought to add junk mail to built-in campaigns.
But, when entrepreneurs sync junk mail and digital campaigns, they typically go no additional than including junk mail triggers to email sequences.
While that’s one extremely efficient solution to harness the ability of digitally-driven postcard advertising, it isn’t your solely choice to merge on-line and offline advertising.
Direct Mail and Mobile Marketing Campaigns
When you strategize methods to create cohesive advertising campaigns throughout channels, don’t forget in regards to the newer pairing of cell and junk mail.
Even although these channels could also be utterly totally different from each other, when used collectively they will improve the opposite’s strengths and mitigate weaknesses.
Direct mail and cell mean you can tie a channel with large attain (the vast majority of Americans scan their mail daily) to a widely-used machine that enables prompt coupon redemption and conversion.
You can mix the private contact and positive emotional impact of direct mail with the real-time comfort and pervasiveness of smartphone expertise.
To put it merely: With built-in junk mail and cell advertising, you attain the buyer the place they wish to be reached.
You aren’t bombarding them with noise once they is perhaps in a state of digital overwhelm, since most consumers happily read their mail at a time and place of their selecting.
But not like with remoted junk mail campaigns, cell parts have interaction customers with the chance to reply to your junk mail provide instantly, and with nice ease.
The query shouldn’t be whether or not it is best to use junk mail and cell advertising collectively, however how will you successfully sync messaging throughout these channels?
5 Effective Direct Mail and Mobile Strategies
Combining junk mail and cell methods shouldn’t be all that tough in case you are utilizing Iterable with Inkit’s junk mail integration.
With this integration, you may simply create direct mailers in Inkit’s postcard builder, and set off mailings proper from Iterable’s Workflow Studio.
Here are 5 methods to leverage cell with junk mail to extend engagement and conversion.
1. Use QR Codes on Your Direct Mail
Using QR codes on junk mail items is without doubt one of the easiest and only methods so as to add a cell aspect to postcards. QR codes additionally mean you can precisely observe and measure direct mail performance.
Source: The DMA UK
2. Add Mobile Wallet Offers to Direct Mail
Mobile wallets allow prompt on-line purchasing and permit customers to save lots of coupons from mailers. Include cell wallet-exclusive provides in your junk mail to increase loyalty and foster quick conversion on time-sensitive provides.
This technique permits you to make the most of the excessive viewership of junk mail and overcome the temporary window of time customers spend scanning mail (by getting them to make use of or retailer the provide of their cell pockets).
Simply seize your reader’s consideration in a number of seconds with a compelling headline and a robust provide, and encourage them to textual content or scan a QR code into their cell pockets.
3. Add Text-Friendly Features to Direct Mail
Apps and social are an effective way to have interaction customers on cell. But don’t neglect about textual content messaging.
Sending junk mail campaigns that urge customers to textual content an opt-in quantity to obtain particular reductions or advance discover of occasions and gross sales is a extremely efficient tactic.
Pro tip: Use distinctive telephone numbers for numerous SMS advertising items with the intention to observe which provides return the most effective outcomes.
4. Maximize Impressions for ‘Sticky’ Campaigns
Send junk mail shortly after customers have acquired a cell advert, reinforcing or including to the unique message in a tangible format.
This enables you to meet clients wherever they’re and can vastly improve the “stickiness” of your marketing campaign, serving to you stay top-of-mind with the buyer.
5. Always Consider Social
Include your social icons and handles in your junk mail for social enhance. This contributes to elevated cell engagement by way of social relationship constructing and web site visitors.
Integrate Direct Mail and Mobile Marketing
Sending junk mail in live performance with cell advertising opens up new prospects to have interaction along with your clients on-line and within the bodily world, advancing the client lifecycle at each stage.
You can add junk mail triggers in Iterable’s Workflow Studio at this time utilizing our junk mail integration with Inkit. For extra info or assist along with your junk mail efforts, request a free demo of Inkit’s direct mail software now.