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5 Digital Marketing Tactics to Explode Your Direct Mail ROI

Date published: August 25, 2017
Last updated: August 25, 2017

Remember that Dad joke of throwing the flurry of junk mail that’s piled up on the doormat over his shoulder to the tune of ‘garbage’ or ‘trash’, or something far more offensive?

Yes, that old story.

Direct mail certainly got a bad rep for a while as we dreaded the run-in with our morning newspaper. Coupled with the common view from companies that it’s costly with not enough ROI, it can be seen as a potentially thankless marketing effort.

While direct mail is trying to crawl out of the ‘junk mail’ shadow, and digital marketing methods have undoubtedly taken the helm; there’s still life in it yet...

You can use your digital tactics and insights to sky-rocket your direct mail campaigns to see a surge in ROI.

Intrigued? I’ll show you how…

  1. Keep Your Communication Brief and Concise

Digital communication has become instant gratification. Consumers are used to getting their info in short, quick bursts. Direct mail has not evolved yet with this shortened attention span. Many direct mail pieces throw in everything (and the kitchen sink). Pick one point to drive home with your direct mail and make it short and concise. Leave the reader wanting more info on that point, question, etc.

  1. Replenish Your Toolbox

Get wise about targeted direct mail and wrap your head around online tools that give quick and rich data for more personal direct mail messaging.

Google Trends is a data goldmine of consumer insights, allowing you to segment ‘online search’ behavior based on region, timeframe, and categories. Now your direct mail campaign can focus messaging and budget where you can get the most value for your spend.

Likewise, Facebook Audience Insights is one of the most powerful analytic tools in your reach (if you know how to use it). You can learn a huge amount about your audience and combine behavioral data. The data comes from two main sources - self-reported Facebook data and third party data sources where you can get info such as household income and purchase behavior.

Not only can these tools give you data metrics on potential prospects, but you can also keep an eye on what your competitors are doing too!

  1. Split and Test

A/B split testing is typically part of a digital marketing campaign and many forget to run with this when going more traditional. If you don’t know what is working, how can you increase your ROI? Test different offers, design, color, and wording by segmenting your list.

For higher level split testing, start using some of your Google Trends/Facebook Audience Insights data - don’t put all your eggs in one basket right away. Look at it this way; if you only get poor results, then at least you know what not to do.

As Ken Bartz, co-founder of Sales Boomerang and CEO of the Monster Lead Group says, "In marketing, knowing what not to do is sometimes more valuable than having an idea of what to do."

Check out this article on split testing for ideas and an in-depth analysis of methods.

  1. Reach Out to Influencers 

It’s the year of the influencer. And there’s no reason direct mail should be left out of all the fun! Target industry influencers, such as critics, bloggers, and leaders, with direct mail campaigns to make them aware of what you’re up to. If they’re impressed, they’ll take to the web to let people know!

  1. Criss-Cross Tactics 

Finally - integrate digital and traditional for a truly powerful ongoing campaign. The best-laid campaigns spread tactics and budget across multiple platforms and mediums.

Look at this bold digital/direct mail hybrid campaign from Adobe for creative inspiration.

That’s it in a nutshell; but don’t forget to keep on top of marketing trends. Statistics tell an interesting story about the open-rate for digital mail, with this study showing 50% of US consumers preferring direct mail over digital. It can all change in the blink of an eye. So keep your eyes peeled, ears open, and finger on the pulse.

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