You know those movies in which two competing heroes suddenly realize they can do more when they work together? They join forces and save the world in record time. That’s print and digital marketing—stronger, better, and more effective together than working alone.
Why does pairing up work so well? Anytime you reinforce your message with multiple touches in different channels, you have a greater chance of breaking through the clutter, getting noticed, and being remembered. Plus, print and digital play different roles.
What does this one-two punch look like in action? When one catering company wanted to boost sales, it started with an email campaign. Orders came in fast and furious, but once those orders died down, the caterer deployed phase two: a direct mail piece sent to everyone who had not responded to the email. The mailer was highly targeted and while the direct mail campaign paid for itself within a few days, the orders continued to come in for a month. Ultimately, the campaign achieved 113% ROI.
Direct mail + email is a powerful combination. You can use email to reinforce a traditional or personalized direct mail campaign or, as in the case above, use direct mail to reinforce a digital campaign.
Keep in mind that “digital” doesn’t mean email only. One of the trending approaches in direct marketing is to combine direct mail with Facebook and other retargeting ads. This provides non-invasive reinforcement of the direct mail message and reminds people of their interest and prompts them to respond.
There are as many ways to combine direct mail and digital marketing as there are different marketing goals. Give us a call to help you craft your next multichannel campaign.
