Marketing success is not just about how many people your company reaches.
It’s about how those people respond once your company reaches them.
In today’s tangled marketing environment, the best advertising campaigns take a multi-pronged approach.
MadAve Printing and Mailing helps you combine direct mail with digital marketing campaigns to get better responses.
Both marketing routes have their benefits, and combining them can improve results in the following ways:
- Email and direct mail campaigns work together to reflect the brand in the same voice to solidify and reinforce the company’s image.
- Direct mail can be used emphasize an offer or message introduced through digital channels.
- Direct mail may reach people who have not responded to digital campaigns, or those whose email address you do not yet have.
A combined direct mail/digital marketing approach can reach a wide range of people and elicit more of the desired response. Although the stereotype is that millennials are glued to their phones and don’t notice print, the numbers suggest otherwise.
The digital message will get in front of them, but research shows that direct mail is plenty beneficial as well.
According to the United States Postal Service, 87% of millennials enjoy receiving direct mail, with 57% of them buying something advertised in the mail. The research also shows that 64% of young adults would rather look through direct mail than email for offers that may interest them. Because a street mailbox is far less crowded than an email inbox, direct mail gets more attention.
The USPS partnered with the Center for Neural Decision Making at Temple University to study why people react differently to direct mail than digital messages. The findings suggested that, even though brains process digital ad more quickly, they spent more time with direct mail and they had a stronger emotional reaction to physical advertisements.