Why You Should Still Use Direct Marketing in the Digital Age
11/29/2019 by Justin
With social media, email newsletters and other online marketing tools, you may think old-fashioned direct mail is dead. However, that couldn’t be further from the truth. Direct mail campaigns are just as relevant today and may even be more valuable if you want to stand out from the competition.
Studies have come up with some impressive statistics for how many online ads a person sees in a day. They can get a hundred or more emails while they see anywhere from 10 to 50 ads on social media each day. Add to that all the popups that show up based on their search history. While some of the articles online that suggest we see 4000 to 5000 ads per day may seem a little outrageous, you can bet you’re ignoring more than you’re noticing.
Stand Out with Direct Mail
Compare those hundreds or even thousands of online ads your potential clients are exposed to in one day to three or four pieces of direct mail. Now, you can see how you’ll stand out against your competitors who are trying to get someone’s attention solely through digital marketing.
When you choose digital marketing to get leads, you’re waiting for people to come to you. It’s far more passive than direct mail where you send out the information to get people’s attention. For instance, with pay-per-click ads, you can create a powerful ad but it’s up to the person to click on it. With direct mail, you can tailor it to the person you’re sending. Digital marketing is often more general in tone. Even when you send out an email, you’re hoping they will open it and not just move it to the trash, or even worse that it will end up lost in the spam folder among thousands of other unread emails.
Direct Mail Doesn’t Have to Compete
It doesn’t have to be an either/or scenario with direct mail and digital marketing. The two can work together to help you bring in more leads and clients. For instance, you can still create Facebook ads or other online marketing campaigns through IP marketing, but it will be more memorable if you pair it with direct mail.
Use the same logo to make your ad stand out. As those ads keep showing up while the person is browsing online, they will notice the one that has the same logo as the direct mailer you sent out last week. It might be just enough for them to stop and take notice.Think of digital marketing as a passive marketing and direct mail is the active marketing. When you pair the two together you have the passive effect of the banner ads combined with the direct mail trigger to initiate a phone call from the prospect.
It’s been said that it takes at least five touches to get a person to take action. Good marketing efforts can include social media posts, email newsletters or other digital marketing options along with four or five mailers that tie the campaign together.
Don’t discard direct mail just because it was around before the digital age. Consider how it can be effective and even enhance your other marketing options to improve your conversion rate.
Contact us to find out how we can help you create a multi-touch direct mail campaign.
