If you missed our recent webinar, you can still tap into the full potential of direct mail advertising and learn how the USPS Informed Delivery service can improve your multichannel marketing campaign performance.
In this blog, we share expert insights from Deborah Damore, Enru’s Director of Postal Affairs and Operations, and Tim Curtis, Group President and CEO of direct marketing agency CohereOne. During the webinar, they highlighted the synergies between direct mail and digital advertising campaigns. We’ll also illustrate how you can leverage Informed Delivery to drive real conversions and results.
Direct Mail Advertising: Your Digital Champion
In our rapidly changing world of digital marketing, it’s more important than ever to find innovative, cost effective solutions that offset the data tracking limitations of consumer privacy laws like CPRA. One solution is direct mail: a marketing tool that has the potential to introduce new customer touch points, drive conversions, and keep customers engaged for the long haul.
As you plan your multichannel marketing campaigns, consider how print can fill in the gaps that digital advertising methods like display ads and social media simply can’t cover. When customers have had several online engagements with your product or service but haven’t purchased yet, postal remarketing can save the day by sending highly personalized direct mail that incentivizes the customer to act.
In other words, digital marketing efforts allow you to gather critical data while direct mail advertising closes the loop on successful sales and conversions. As Tim and Deborah explain in our webinar, marketers see an average 50% spike in response when direct mail and email are integrated in the customer journey.
Print Gives You the Gift of Higher Lifetime Value
Direct mail advertising also has a significantly higher lifetime value than most digital advertising channels. What does this mean? For starters, a higher ROI. Compared to the 23% median ROI of online display ads and paid digital search, catalogs are performing at a 29% median ROI, positioning print advertising as a winning strategy to reach and engage with a wider audience.
Unlike customers who are acquired through a product listing ad and then rarely engage with your brand again, customers targeted or acquired through direct mail tend to continue purchasing. In an outdoor case study conducted by CohereOne, the question, “What happens to our new print customers after they buy for the first time?” was met with promising data from two separate campaigns. Spring print campaign customers had a 53% higher first order value and a 110% higher subsequent spend value than organically sourced first-time buyers. For the holiday print campaign customers, those numbers were 35% and 136%, respectively. So, the verdict is in: when people are nurtured by print, they tend to be better customers overall.
How Informed Delivery Can Inform Your Multichannel Marketing Campaigns
With over 62 million users, USPS Informed Delivery is changing the way our nation receives mail. Once registered, each user has access to a digital preview of their mail or P.O. box.
If this sounds like an exciting opportunity for direct mail advertising, you’re absolutely right. Here’s where your marketing team comes in: by crafting a colorful image that closely resembles your direct mail piece, you can utilize Informed Delivery to increase brand awareness, enhance the customer experience, elevate engagement, gain valuable data such as open and click-through rates, and more.
Daily email open rates for Informed Delivery users are 3x higher than the industry standard.
Activate Your Direct Mail Marketing Potential with Enru
Are you ready to build a stronger multichannel marketing campaign? Lean on Enru for strategic expertise in incorporating direct mail into your marketing mix. Our mailing and logistics solutions give you the ability to integrate digital marketing with print and see legitimate results.
We can also help you take advantage of a variety of promotions, discounts, and incentives available through Informed Delivery. This includes 4% off direct mailers now through December 31 and so much more. Contact us today and watch your ROI and customer engagement thrive.
Want to watch the full-length webinar? Your download is available here.
