Member Article

Social Media and Direct Mail Join Forces

Social media and direct mail are direct opposites. However, you know what they say - opposites attract. Coming out of the cold and into the embrace of social media marketing, direct mail is thriving. New industry reports have suggested the combination of the two forms of communication is unrivalled. Pairing digital and direct mail marketing could lift your response rates by a staggering 118%. Ironically, even the likes of social media giants, Facebook, are turning to mail marketing. The possibilities with direct mail are certainly more than ever before - particularly with the development of technology and machinery. Washington Direct Mail, a leading mailing company within the UK, are discussing the options for the two combined forces. Why direct mail? We’re biased towards direct mail, but the medium boasts proven success rates. In 2018, direct mail has experienced a significant boost in profile, with the Data & Marketing Association recording their highest ever response rates for mailing pieces.

While social media advertising may rule the roost in this day and age, it’s important not to underestimate traditional marketing channels. To reach your audience, you need to consider all factors. We can attribute the success of direct mail to many things, but the most predominant is touch - an advantage digital marketing can never compete. Touch is one of our five senses, and the ability to physically touch mail significantly improves our engagement and memories with a particular brand. If you can hold a marketing campaign after it is delivered to your door, the chances are you’ll recall the message over that of email marketing. Likewise, even the type of paper used for marketing mailing can build a relationship with a brand - especially those companies using high-quality finishing. Why social media? We certainly cannot disregard social media marketing - particularly with the likes of Twitter boasting 330 million monthly active users. The number of social media users, currently, sits at 3.196 billion, and that will continue to grow. The figures speak for themselves as to the power of social media, yet you cannot disregard other forms of communication. As we are bombarded with emails, Facebook ads and the like, content becomes over saturated. At some point, we’ll not know where to turn as so many brands attempt to shout the loudest. Facebook is a brand that is not exempt, losing many younger users to Snapchat and other apps, so are looking for unique marketing.

Direct mail will always succeed in the industry, as marketing delivered to your door is much harder to ignore than an email. You can delete an email without a seconds thought, but you have to actively pick up the direct marketing to remove it from your house. Today, brands must be everywhere, at all times, which is where direct mail can enter the fold. Integrated marketing Getting to our point of multi-channel integration, your best option is to combine marketing methods. By doing so, you are appealing to every one of your prospects, rather than ignoring large chunks of your audience. Social media marketing can target consumers as they browse websites or scroll through their newsfeed. Direct mail marketing can appeal to those same consumers when they have put down their smartphone and are relaxing in their home. Therefore, your brand is available at all times, creating a stronger relationship and boosting their ability to recall your company.

Programmatic mail can include many factors, including basket reminder mail. If a prospect abandons their basket on your site, you would, typically, remind the consumer with an email. However, you can do so within 12 hours with programmatic mail, thus improving their engagement with your company. Paperplanes, a UK tech startup, even reported a 14% increase in basket recovery due to their programmatic mailing.

Ultimately, the marketing world is continually changing, and you must adapt to brand-new trends to outrank your competitors. The combination of social media and mailing is your answer.

This was posted in Bdaily's Members' News section by Robbie Thompson .