It seems like everything is going digital these days, from your household appliances to your weekly shopping list. As a business, relying solely on digital channels might seem like the most efficient path to reaching consumers. However, this approach can leave major opportunities untapped.
Multichannel marketing — where digital efforts are complemented by traditional methods like direct mail — creates a more holistic and effective strategy. At Enru, we specialize in postal optimization, offering innovative solutions that integrate direct mail into your broader marketing mix, ultimately maximizing your return on investment. Let’s take a look at how email and physical mail come together to make the best campaigns!
The Enduring Value of Print in a Digital World
In an age where digital marketing dominates, the value of print should not be underestimated. Contrary to the belief that print is outdated, it remains a highly effective marketing tool. Direct mail boasts higher engagement rates, stronger brand recall, and better response rates than digital ads.
Why is this the case? Consumers today are bombarded with digital content, making it difficult for brands to stand out. Print, however, cuts through the noise. According to studies, 72% of Americans enjoy browsing through catalogs, and 55% hold on to them for at least a month, providing repeated exposure to the brand. Furthermore, 65% of consumers are more likely to remember a brand after receiving a catalog compared to just 10-20% for digital ads. This enduring value of print underscores its importance in a comprehensive marketing strategy.
The Synergy Between Email and Direct Mail
Combining email and direct mail is a powerful way to boost campaign effectiveness. While email excels in immediacy and cost-efficiency, direct mail offers tangibility and higher engagement rates. Together, these channels create a seamless customer experience that drives stronger results.
Research shows that campaigns incorporating both email and direct mail achieve significantly higher engagement and conversion rates compared to campaigns that rely on a single channel. For instance, personalized direct mail can reinforce the messaging of an email campaign, providing a tangible reminder that increases the likelihood of consumer action.
One retailer recently conducted a test that showed just how strong the power of print is. They tracked the sales results from customers who were only targeted through digital channels and compared them to customers who were also targeted with print marketing materials (in this case, a catalog). They tracked customers’ initial purchases as well as follow-up purchases. And to make the data even more compelling, they did it twice, measuring both spring and holiday campaigns. The results speak for themselves:
- Spring customers targeted by print generated 53% more revenue on their initial order.
- Spring customers targeted by print generated 110% more revenue on subsequent orders.
- Holiday customers targeted by print generated 35% more revenue on their initial order.
- Holiday customers targeted by print generated 136% more revenue on subsequent orders.
The digital campaign was successfully generating revenue on its own; but when the print campaign was added on, the campaign went to a whole new level. You can be sure the retailer will be including print as part of all their campaigns moving forward!
At Enru, we help you capitalize on this synergy by optimizing your direct mail to reach the right audience at the right time, ensuring that your marketing efforts are as impactful as possible.
Integrating Informed Delivery with Direct Mail Campaigns
One of the most innovative ways to enhance the effectiveness of direct mail is by integrating it with USPS’s Informed Delivery service. This service allows consumers to preview their mail in their email inbox before it arrives in the mailbox, combining the strengths of both digital and physical marketing.
Informed Delivery increases consumer engagement by providing a digital touchpoint that can be leveraged to enhance the impact of your direct mail campaigns. For example, including a call-to-action or a special offer in the digital preview can drive more immediate responses when the physical mailpiece is received. This integration not only improves the consumer experience but also provides valuable data on campaign performance, allowing you to refine your strategies for even better results.
Staying Competitive in a Complex Marketing Landscape
The marketing landscape is continuously evolving, and staying competitive requires adaptability. With rising consumer expectations and increasing competition, it’s more important than ever to adopt a multichannel approach that leverages the strengths of both digital and physical marketing.
Enru is here to help you navigate these challenges. Our expertise in postal optimization ensures that your direct mail campaigns are not only cost-effective but also strategically aligned with your overall marketing goals. By combining the efficiency of email with the impact of direct mail, you can create a marketing strategy that delivers superior results.
Unlock the Full Potential of Your Campaigns with Enru
Incorporating direct mail into your marketing mix isn’t just a good idea — it’s a strategic necessity. By leveraging the strengths of multichannel marketing, particularly the synergy between email and direct mail, you can significantly grow your ROI and consumer engagement.
At Enru, we’re more than just a postal optimization provider; we’re your partner in achieving marketing success. Our mailing and logistics solutions are designed to help businesses thrive in a complex marketing landscape. By integrating direct mail into your digital efforts, we can help you unlock the full potential of your campaigns, ensuring that your marketing messages drive real action. Contact Enru today to discover how our innovative solutions can drive your success!
