No longer are you going to be choosing between digital campaigns and direct mail campaigns – at least that’s what the trends tell us. As companies over the last decade have tested the waters to see which one is better, they came to one conclusion: they’re both better. Keep reading to learn the advantages of a mixed media marketing campaign and then contact Square One Business Machines to learn how we can help you with all your mailing needs.
Start by Knowing Who Your Target Customer is and What They Want
To find the perfect mix of media, you must start by understanding who your target audience is and what they are looking for. It is important to know that this is much more about finding what your customer wants than what your company can give. If you want to truly understand this, find out how your customers are engaging with your brand.
For example, if your clients are overwhelmingly senior citizens, then having an online-only presence is not a wise marketing strategy. On the other hand, if your clients are generally college-aged people who move frequently, then mailing marketing can be difficult to sustain. That said, most clients will fall between these two extremes.
The Idea is to Maximize Your Visibility
When it comes to using several types of media, your goal isn’t to reach as many people as possible, your goal is to increase your visibility amongst your target demographics. Studies have shown that for most people, getting direct mail and email makes them five times more likely to respond than if they just get direct mail. This is not true for all demographics (as discussed above) but for many companies, it will ring true.
Start with Direct Mail and Move to Email
While you can certainly set up your mixed media marketing operation any way you would like to, the best option is often to send direct mail first and then follow it with email. This allows you to weed out those people who do not respond when you send out email reminders. You can even target follow-up emails to match the interests of the responders.
Track Your Methods
You want to know what is working and what isn’t. the good news is that there are many tools available today that can help you do just that. You could include QR codes so that clients can instantly scan these barcodes and get info on your brand. You can also use campaign-specific URLs that show what I working, or PURLs to personalize what each client needs.
One key to making the direct mail marketing portion of your program work is ensuring that you have the best prices and most efficiency in your mailing program. We can help with that – just call Square One Business Machines at (972) 370-3664 for help.
