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Connecting Digital to Direct Mail for Better Response

In this article we’ll explore why connecting digital to direct mail is something to consider when launching Direct Mail Marketing campaigns.
Woman on her phone at the dinner table with a yellow tea cup checking social media engagement

Let’s simply start with how to add digital marketing to Direct Mail. If you are running a Direct Mail Campaign, you already have your creative in place. The next step is to convert your creative to digital assets you can use in Google AdWords, on social media, in email campaigns, and so on.

Usually, it’s a good idea to start with the main campaign image and headline and simply add them together while also considering including a short call-to-action (CTA). In digital ads, this is often done by creating a button with an actionable phrase such as “buy now,” “learn more,” or “click to download.” Keep in mind that some companies prefer to keep the digital ad as clean as possible while including the actionable phrase as part of the copy associated with the ad. Others still, like to create a promotion as the call-out and have that speak for itself, like the below example. Whatever you choose to do for your own campaign, make your creative, offers, and message consistent throughout all your marketing mediums.

Here’s an example of how to do Direct Mail to digital:

A digital campaign on a computer and a Direct Mail Postcard. Both part of one joint ad campaign.

The reason so many business owners add digital to Direct Mail marketing is because of the lift it creates to a campaign’s conversion rates. Writer’s Block Live reported, “Direct Mail paired with digital campaigns produce 28% higher conversion rates and boosts response rates by 450%.” And when looking at the affordability of digital versus other marketing channels, it certainly makes sense. But, this is where we need to caution marketers and business owners across the board. Pay attention to the word “adding” when considering digital marketing. As previously mentioned, its affordability may make it tempting to replace Direct Mail with digital, and that’s when response rates drop back down. In fact, many of our clients want to know what percentage of people respond to Direct Mail. According to research done by Newswire, “Direct Mail has an average response rate between 2.7% to 4.4% compared to 0.62% for a combination of mobile, email, social media, paid search, and display.” So, when clients ask us about switching from Direct Mail to digital marketing, we point to the data to explain the individual benefits of each of these channels and how to use them for best response. In addition to all of this, a fun fact by Small Biz Genius reveals that “73% of American consumers prefer being contacted by brands via Direct Mail because they can read mail at their own convenience.”

How to Combine Direct Mail to Digital Marketing

We now know that adding digital to Direct Mail can boost a campaign’s response rate. Next, let’s take a quick look at how to go about it. At Modern Postcard we offer a program called Modern MAX. This program turns a single mail piece into multiple digital impressions for the same audience. We encourage everyone to have a look because it’s quite a time-saving solution. We send your mail piece, along with emails, Facebook, Instagram, and Google ads to the same audience, all from a single deployment platform – and everything is trackable in a single dashboard. From copywriting and design to printing, mailing, and all the digital marketing pushes, we create and manage your entire direct marketing program.

So, when it comes to combining on and offline marketing efforts to boost response, it’s a no-brainer. You should absolutely go ahead and do this because not one marketing channel works as a one-and-done deal to consistently and effectively bring in leads, retain existing customers, or give your brand a leg up on the competition.

We often get questions like “What percentage of people respond to Direct Mail?” Well, the USPS reports that nearly 90% of Millennials love receiving mail and agree it’s a reliable advertising source. The study also revealed that 57% acted on Direct Mail offers. To get more Direct Mail statistics, please click here.

Marketing is a complicated, robust and intricate part of any company’s business model. That’s why it’s important to partner up with the right vendors to support your marketing efforts. At Modern Postcard we’re here for any and all marketing questions you may have and we’re eager to support your business and have you thrive now and into the future.

Call a Direct Marketing Consultant at 800.959.8365

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