Direct Mail vs. Digital Marketing: Which Gets Better Results?
Like so many other industries, the marketing world is home to its own “traditional vs. digital” debate.
But the truth is, successful marketing campaigns rarely come down to just one approach or the other — they’re more often built from a strategic combination of both. In this post, we’ll look at the ways that direct mail services can integrate with digital marketing for incredible returns (and when we say incredible, we’re talking double).
The importance of digital marketing
Pew Research found that as of 2019, 81% of Americans owned a smartphone, 74% owned a desktop or laptop computer, and 52% owned a tablet. In other words, if you want to maximize your audience, digital marketing is a no-brainer.
Whether you work on search engine optimization (SEO) and Pay-Per-Click (PPC), mobile geofencing, email marketing, or another strategy, getting online exposure for your business is no longer optional — and there are plenty of digital marketing channels to choose from.
To get a better idea of which channels to focus on, compare your target audience to the demographics data for various digital channels. For example, read up on who uses which social media platforms the most and adjust your digital marketing strategy accordingly.
Is direct mail marketing dead?
As a marketing agency, we’re asked this question often. And although it’s true that we’re living in a largely digital world, direct mail marketing is alive and well!
But if Americans are so digitally connected, why is direct mail still relevant?
Many people get hundreds of emails in their inbox each day, so it’s no surprise that many marketing emails end up unread, in the spam folder, or in the trash. Similarly, people who spend time online are so used to ads that they automatically ignore them in a phenomenon referred to as “banner blindness.”
Digital advertising is so pervasive that direct mail postcards can actually cut through the noise and make more of a connection with potential customers. They’re particularly effective for certain business types, like dental offices, auto repair shops, and gyms — especially when combined with digital campaigns.
Why use a multichannel approach?
Acquisition campaigns (marketing campaigns designed to draw in new customers) only work when you approach prospective customers on their terms.
No matter how much you discuss and strategize, you can’t truly know if a prospective customer is more likely to visit a website, mail in a form, make a call, or send a text message. When marketing limits itself to only one of those engagement methods, the impact is far smaller.
You can increase your marketing impact by ensuring that prospective customers encounter your brand via a variety of channels and have a variety of response mechanisms to choose from.
Direct mail, digital, or both? Ask UpSwell.
In general, a combination of digital marketing and direct mail is the way to go. But depending on your unique objectives, you may get more success from a campaign that puts more emphasis on one or the other. So how do you craft your campaign to maximize ROI?
At UpSwell, we’re pros at building custom campaigns that use our clients’ marketing dollars to bring in the maximum return.
When you partner with us, we work with you to define the timing, frequency, and segmentation for both direct mail and digital marketing, then run tests to determine likely outcomes. Once everyone is confident the campaign will be successful, we roll the campaign out!
Ready to use the synergy of direct mail and digital approaches to take your marketing to the next level? Contact us for a free marketing assessment!