Are you a business owner looking to engage with more customers and increase sales? If so, integrating bulk mail with digital marketing can streamline your advertising efforts. However, creating and executing the optimal strategy is easier said than done, and there are many factors to consider depending on your audience’s preferences.
Combining custom mailing services with digital marketing can do wonders for your business if you play your cards right. Let’s break down these two marketing strategies and how to marry them seamlessly for the best business outcomes.
Bulk Mail in Marketing
Bulk mail services allow you to mail multiple items simultaneously, making the mailing process cost-effective and straightforward. Bulk mail includes, but isn’t limited to, the following:
- Pamphlets
- Letters
- Brochures
- Postcards
While bulk mail isn’t a marketing strategy used as often in our now-digital world, it’s still a highly effective tool for advertisers. Direct mail marketing has an average success rate of 31.49%, and 80-90% of bulk mail gets opened.
Why Bulk Mailing Works
It’s true — physical mail still works in the 21st century. Here are a few of the reasons custom mailing services still reign supreme:
1. Physical Mail Is Refreshing
Receiving a customized letter in the mail feels personal and nostalgic. Compared to emails alone, physical mail is usually more visually pleasing and comes across as having more effort put into its production.
2. Tangible Mail Promotes Engagement
Nowadays, there is less competition in the direct mail space because many companies are strictly digital. Physical bulk mail offers something unique that demands attention and drives consumer engagement.
3. Custom Mailing Services Are Cost-Effective
Bulk mail garners impressive response rates, and unlike digital marketing campaigns that require a significant investment to get a return on investment, custom mailing services work well even with a small list of contacts.
4. Physical Mail Lets You Get Creative
Custom mail services allow you to be nearly infinitely creative compared to digital ad campaigns. You can choose from different shapes, sizes, textures, and interactive elements to stand out from competitors.
5. Bulk Mailing Is Highly Targeted
Direct mail allows advertisers to define and reach their target audience accurately by tailoring efforts to professions, purchasing preferences, demographics, and other metrics.
The Perks of Digital Marketing
Bulk mail is an exceptional marketing tool, and in many ways, it’s more effective than digital marketing. However, that doesn’t mean you should remove digital marketing from your advertising tool belt.
There are many benefits to utilizing digital marketing for your business, including:
1. Global Reach
If your business serves customers nationally or even globally, it can benefit from digital marketing, as geography limits bulk mail.
2. Digital Marketing Is Easy to Track
While it’s simple to track digital marketing efforts like ad clicks, page views, and social media interactions, tracking who is responding to your bulk mail efforts can be challenging.
3. Flexibility
If data shows that your digital marketing ad campaign isn’t reaching your target audience effectively, you can easily adjust it in real-time. With bulk mail, once your campaign is out, it’s harder to change it.
4. Social Currency
Social currency refers to how content can pass from one user to another, potentially going viral and putting your brand out to more audiences. Digital campaigns can help increase social currency.
5. Variety
There are nearly infinite ways to run digital ad campaigns, including the following:
- Search engine marketing
- Social media marketing
- Video marketing
- Email marketing
- Influencer marketing
- Forum engagement
- Social paid ads
With so many options, you can experiment with different methods to find which avenues work best for your business.
Integrating Bulk Mail With Digital Marketing
There are benefits to bulk mail and digital marketing, so why not combine the two to get the best of both worlds? Digital marketing is effective, and you can reach hundreds of thousands of prospects fast. However, is it enough to only focus on digital marketing? The answer is a resounding “no.”
Think about how many emails you receive daily or how often you see social media ads — they’re everywhere and impersonal. Some consumers are numb to all this digital noise and will welcome the novelty of physical mail.
This is why direct mail and digital marketing work well together. It gives consumers a break from the digital clutter without eliminating its convenience. Additionally, this combination can increase your touchpoints to garner more attention from multiple audiences.
When to Launch Integrated Direct Mail Campaigns
There isn’t a magic formula to the integrated direct mail marketing process. There are many ways to combine your physical and digital efforts, and it may take some trial and error to find the perfect marriage of both strategies for your business.
If you’re wondering when to launch these integrated campaigns, the answer is now! The sooner you diversify your business’s marketing efforts, the sooner you can begin reaping the rewards.
Examples of Integrated Direct Mail Marketing
Here are some ways to combine digital advertising with your bulk mail marketing efforts:
1. QR Codes
You can put a QR code on your physical mail ads to encourage users to check out your online channels. This is convenience at its finest, allowing your customers to find you online in an instant without searching for you or manually typing a lengthy URL.
2. Email Marketing
Direct mail performs better than email, but combining the two can take your marketing efforts to the next level. After a direct mail marketing campaign, you can follow up with your customers via email. Additionally, you can set up a system that automatically emails or texts a thank-you message to respondents.
Alternatively, you can conduct an email marketing campaign and elevate its impact with direct mail. Be aware of audience feedback, and don’t overwhelm prospects with too many ads.
3. Loyalty Programs
You can set up a loyalty program on your business’s website and encourage sign-ups through physical bulk mail. With custom mailing services, you can print and mail postcards when someone signs up online and include details about the program to help them understand it better.
Bulk Mail and Digital Marketing Are the Perfect Combination
Integrated direct mail campaigns work well because you can combine the benefits of physical mail and digital advertising. For the most successful outcomes, you must partner with a reputable custom mailing services company like Complete Mailing & Printing.To learn more about how Complete Mailing & Printing can enhance your integrated direct mail campaigns with top-tier custom mailing services, contact us today for a complimentary quote.
