Direct mail alone can be a powerful, high converting medium. A Direct Marketing Association study reports that direct mail response rates are at 3.07% compared to digital response rates at 0.62%. In addition, direct mail advertisers can also expect to see an outstanding 15-17% ROI. However, when direct mail and digital are paired together your overall reach and results can exceed expectations and prove to be a powerful duo.
This article will take a look at the correlation between households who receive direct mail ads, and how they interact with brands online, so that you can truly understand how direct mail advertising drives digital traffic.
How Direct Mail Drives Digital Traffic?
Take Advantage of the Pre-Purchase Research Stage
As we all know, the buyer’s journey has changed drastically over recent years and continues to evolve as new technology emerges and our reliance on mobile and internet searches increases everyday. Today’s consumers don’t just take your word for it. Instead, they use Google searches, review sites, and personal recommendations to make the best decision for them. AdWeek states that 81% of shoppers conduct this type of pre-purchase research.
Use Seasonality to Deliver Your Message at the Right Time
One of the best ways to use direct mail marketing effectively is to really think about when are the best times to send particular offers to your audience. For example, a cold medicine manufacturer may choose different times for different geographic areas to receive their direct mail message that lets new buyers sign up online for a coupon for a new type of cough suppressant.
On the other hand, a potential customer is being mailed this particular message based on weather in the area, the season, and/or trends in the health industry. This means your direct marketing is more powerful because it’s taking into consideration the lives and times of your mailed audience and allowing them to go online–where they are comfortable–to get more information and take advantage of special offers based on their needs at that time.
Print and Digital: Working Together
Research aside, the actual print ad that you can hold in your hand, put on the fridge, bring with you to the store, still has a major effect on shoppers.
- Valpak’s direct mail audience has an open rate of 86%.
- News America Marketing reports that 70% of consumers still want print ads despite the emergence of digital ad usage.
- Marketingprofs states that 73% of consumers prefer direct mailers over other forms of advertisements and that personalized ads make a bigger impact because customers believe it took more effort or money to print and send a direct marketing advertisement.
Using digital assets is also a great way to track your direct mail efforts. For example, landing pages or targeted display ads can help track audience engagement and action after receiving ads in the mail.
However, some consumers will naturally go to a business’s primary website without looking at the special URL or landing page you’re directing them to on your ad. To solve this, QR codes can be designed to adapt to mobile consumers, cutting out the time it takes to type in your website or download your app. This allows brands to instantly see the results of print and digital ad results.
The Power of the Call-to-Action (CTA)
Finally, like radio, television, or even billboard advertising, direct marketing makes an impact in influencing consumer behavior. A call-to-action that prompts buyers to visit your website, sign up for a promotion, or redeem offer, provide specific and actionable next steps for your audience. If they do not act immediately upon receiving the mailer, there’s a chance they will at a later point as 48% of people hold on to their mailers for later dates, according to AlphaGraphics.
Putting Direct Mailers to Work for Your Digital Traffic
There is always the temptation to stick with what is trendy when it comes to marketing. However, engaging today’s consumer with direct mail and print offers is something that cannot be denied.
As a marketing decision maker, it is important to think about how to take that enthusiasm for print and integrate it into your digital marketing to create potent messaging. By learning how direct mail advertising drives digital traffic and considering the touch points of your consumers, your business can increase ROI, grow traffic, and convert leads in a way that naturally follows the buyer’s journey on and offline.