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Direct Marketing Enhances Digital Marketing Performance

Posted by | May 17, 2016

Mail Piece and Computer MouseIntegrating direct marketing and digital marketing is an effective way to boost overall campaign performance. Direct mail is the workhorse of direct marketing and sometimes provides a better ROI compared to digital channels.

Well targeted direct mail lists are not difficult to acquire. A direct mail piece reaches the mail box of the intended recipient. Direct mail can be used to drive consumers to a website or landing page, and encourage recipients to opt in to email marketing.

The advantages of direct mail might tempt you into ditching your digital marketing efforts. Don’t. Digital is unsurpassed at targeting user’s interests, shopping and past behaviors. Direct mail, however, tends to make a deeper, more memorable connection. Rich media formats like animation, video, and audio, as well as the interactivity of web marketing, deepen a user’s engagement; direct mail tends to connect more emotionally. Combining the unique benefits of direct mail with the strengths offered by online marketing can increase a campaign’s results.

Paper-based marketing and digital marketing messaging perceived differently.

Insights from a case study conducted by Millward Brown showed that our brains process paper-based and digital marketing messages differently. Physical material like paper feels more “real” to the brain. Therefore, direct mail and direct response print advertising more actively engage spatial memory networks. Consequently, direct marketing print should be used to enhance brand imagery and brand recall.

Research also suggests that tangible materials, like direct mail pieces, leave a deeper footprint in the brain. This suggests a greater internalization of the message. In some cases, a vivid printed piece can be so impactful; it actually creates a false memory. People believe they have experienced a product when, in reality, they have not.

The actual weightiness of a direct mail piece brings value. Researchers believe that the tactile sensation of holding something, especially if it’s heavier and colorful, creates a more serious impression compared to a weightless image viewed on screen.

Develop impactful direct mail pieces.

Optimize the brain’s engagement with a direct piece by developing a message with emotional impact and vivid imagery. The right copy can dramatically increase response rates. The most appropriate visual representation draws people into the messaging. Choose pictures carefully and select a stock of paper that is practical and affordable. 

Easy-to-read fonts, simple sentence structure and word usage also increase readership. Regardless of the reader’s education, most will find it easier to digest something that looks clear and simple than something that appears complex. And once you have their attention, tell them what you want them to do. Include a clear call-to-action. 

Direct and digital are a powerful combination.

Savvy marketers know that the best results come when consumers see consistent messaging across multiple channels. Hearts, minds and purchases are won when the consumer can consume the message when and where they choose. Integrating direct mail with online marketing ensures that you’re combining the best of traditional and web platforms to generate maximum return on investment.

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