Combining both digital and physical channels into an integrated marketing strategy is a fantastic way to create brand awareness and generate new leads.

While digital marketing offers many cost-effective ways to increase customer engagement, physical advertising allows you to cut through the digital clutter and connect with your consumers directly. In fact, 70% of consumers believe that printed materials offer a more personal experience, compared to online targeting alone.

By combining your online marketing and direct mail marketing you can create a powerful integrated marketing strategy with even greater results!

Cut Through Digital Clutter and Target New Consumers

Marketing your business online is important, but relying too much on digital advertising is an inefficient strategy.

With so many websites using online ads, it can be really difficult for your brand to stand out in the vast digital marketing landscape. Customers are bombarded with thousands of marketing messages a day and often wish for a “digital detox.” This is where direct mail enters your integrated marketing communications strategy.

Direct mail campaigns are an incredibly effective physical channel, as they offer another dimension to online advertising that is very personalized. With direct mailing lists, you can segment your consumers and potential leads in thoughtfully targeted ways.

Mailing lists can be separated into multiple different segments, including:

• Location
• Area
• Demographic
• Just moved
• New homeowner

These specialized segments become even more powerful marketing tools when combined with digital campaign data and targeting. Using digital tracking with your direct mail campaign will help you to reach consumers in innovative ways that most of your online competitors don’t even know about! Effective tracking methods include:

• Trackable phone numbers
• Trackable URLs
• Coupon codes
• QR codes

You will know when a potential customer engages with your direct mail piece, and then you can follow up on digital channels.

Match Mail Leads With Online Users For Multichannel Marketing

One of the benefits of using digital targeting with direct mail as a component of integrated marketing is that you can match leads from your campaign directly to each consumer’s online activities. Using this strategy, you can:

Expose leads to the same compelling messaging at multiple touchpoints.

Integrated advertising allows you to create a cohesive narrative for your brand that reaches potential leads at each step of the marketing funnel. Sending your message physically and digitally helps keep your brand top of mind and maximizes the impact of your campaign as a whole.

Retarget specific customers who are most likely to convert into sales.

Studies have found that retargeted customers are 70% more likely to convert! Take advantage of this opportunity by tracking which leads have shown the most interest and offering them a deal they can’t refuse. With retargeting, you can create personalized content that gives potential customers the gentle nudge they need to complete their journey.

Gain more demographic information, such as addresses and phone numbers.

The more demographic information you can gather, the easier it will be to reach your target audience. Gaining specific information, like addresses and phone numbers, will allow you to follow up on a lead’s online interest with personalized mailers and flyers sent directly to their door.

You will also be able to get specific information about each lead that visits your website. With digital tracking, you can see what actions each potential customer took while they were on your site – even if it was no action at all! This creates an overall more efficient lead-tracking strategy and will help you determine how successful your integrated marketing campaign efforts have been so far.

Localize Content & Test Marketing Messaging

Cohesive and memorable messaging is a key part of any well-rounded marketing strategy. Testing and refining your company’s messaging is also crucial to effectively reach the right audience. With integrated direct mail campaigns, you can target and track your strategy’s success like never before.

You can use this opportunity to test marketing copy or even personalized incentives by targeting similar neighborhoods with localized messaging. Localizing your direct mail messaging to specific neighborhoods or zip codes provides multiple key advantages.

1. Test the effectiveness of each marketing message by comparing results between different neighborhoods and zip codes. Advertising that works well in one area may not necessarily have the same impact in another.
2. Identify which area has shown the strongest interest and increase your digital marketing efforts to target these potential customers. This is a simple and cost-effective way to focus on the leads that are most likely to convert.
3. Better target multilingual customers, by learning what languages are spoken in certain areas. Creating a personalized experience goes in a long way in building and maintaining brand loyalty. Residents will appreciate the extra effort and you’ll be able to get your message out to a wider array of people.

See Results with an Integrated Marketing Campaign

Both physical and digital marketing come with their own unique benefits and strengths. Get the best of both worlds when you combine your online marketing and direct mail marketing using LIFT’s integrated advertising technologies.

An integrated marketing plan can help you maximize campaign results, increase ROI, generate new leads, and build a loyal customer base.

Level up your marketing game with LIFT multichannel marketing platform and combine the strengths of direct and digital advertising. Get in touch with the experts at One Stop Mail to get started today!