Direct Mail vs. Digital Marketing Strategy: Finding the Perfect Balance in 2023

Are you compelled by the fact that consumers devote 108 seconds of their attention to a piece of direct mail (as revealed by JICMAIL)? If that intrigues you, then continue reading. This article delves into the reasons why incorporating direct mail marketing strategy can help you accomplish your business objectives, whether it’s boosting engagement rates, conversion, or retargeting lost customers. At the same time it is crucial to acknowledge that you should not underestimate the significance of your current digital marketing strategy. Striking the right balance between these two channels is paramount.

What is Traditional Direct Mail Marketing? 

Direct mail marketing refers to a strategy in which physical promotional materials are sent directly to potential customers via traditional mail services, such as letters, postcards, catalogues, or brochures. The goal of direct mail marketing is to reach a targeted audience and encourage them to take a specific action, such as making a purchase, requesting more information, or visiting a store. This can effectively establish a personal connection with the intended recipients. 

The statistics regarding effectiveness of direct mail are staggering, with an astounding 95% engagement rate (Marketreach, 2023), whereas a significant 57% of consumers are unsubscribing from emails, primarily due to receiving an excessive number of messages, as disclosed by Marketreach.

What Sets Paperplanes Apart?  We Offer Programmatically Driven Direct Mail!

At Paperplanes, our approach to direct mail marketing goes beyond the traditional methods. We use Programmatically Driven Direct Mail,  which uses technology to automate the process of selecting the target audience and creating personalised direct mail campaigns. By utilising data and algorithms, we determine the most suitable recipients for each campaign and generate personalised mailers automatically. This targeted and creative approach ensures that mail is sent to individuals who are most likely to respond and take action upon receiving it. 

Many traditional and digital marketing funnels cannot offer personalisation at scale however since every message we send out is crafted with pinpoint accuracy and is tailor-made, it will give any business the possibility to grow and skyrocket customer engagement. 

Simplicity, Personalisation, Automation, and Sustainability

• Simplicity

Integrating Paperplanes technology is a quick and simple process which enables us to collect insights which improve campaigns over time. Our methodology prioritises A/B testing as a means to enhance performance and seamlessly incorporates into your digital marketing strategy. 

In addition, after the campaign leaves the print partners facility we provide clear attribution analytics and performance measurement built on our vast experience working with customer insights and big data sources.

• Personalisation

We do not send generic, one-size-fits-all mailings. Our collaborative approach is built on closely partnering with e-commerce brands to comprehend their customer strategy. Together, we devise well-structured campaigns that maximise the likelihood of success. Leveraging our software, we automatically integrate valuable web data into personalised letters (where we address the customer by name), incorporating tailored text, creatives, and promotions. This not only enhances visibility but also boosts engagement. With conversion rates surpassing digital alternatives by up to 20x (The Drum Marketing statistics), Paperplanes’ smart mail delivers exceptional results.

Furthermore, in a landscape where digital marketing channels have received substantial attention, direct mail presents a distinctive opportunity to make a significant impact, particularly on younger generations who are deeply immersed in the digital world and may place a higher value on receiving physical mail. In an era of less crowded mailboxes, direct mail emerges as a powerful tool to enhance brand recognition.

The numbers speak for themselves, as highlighted in a study conducted by BKM Marketing. The research reveals that Direct Mail has a remarkable staying power in households, with an average duration of 17 days. This extended presence indicates that Direct Mail is highly valued and often shared and explored by multiple family members.

Client testimonials can be found on our website under case studies, indicating that our approach is a winning formula and fosters strong brand loyalty. 

“We were looking for the right capability and channel to help us resurrect customers who had recently lapsed. Paperplanes integrated seamlessly with our integration tools, helping us learn best practices for reaching these customers. Paperplanes are a valuable partner for us to help aid our customer contact strategy.”

CRM Manager, Gousto

• Automation and Saving Time

Once set up, campaigns can run automatically without the need for manual intervention. Automation enables our clients to monitor the effectiveness of various triggers, conduct campaign testing and optimisation, and develop a deeper understanding of their audience’s preferences. These insights serve as a foundation for future marketing endeavours, facilitating ongoing improvement and refinement of strategies. 

Our automated direct mail approach streamlines workflows, improves efficiency, and enables marketers to execute targeted and personalised campaigns at scale.

• Sustainability: Enhanced Relevance, Less Waste 

You may be under the impression that sending mail as a marketing strategy is an unsustainable concept, but, Paperplanes provides brands the opportunity to tailor messaging to specific individuals who meet certain criteria or exhibit specific behaviours such as abandoning their baskets or previous customers not purchasing for a while. This approach reduces waste and ensures that mailings are relevant and valuable to recipients. 

Our commitment to enhanced relevance and waste reduction is evident in our practices. By personalising interactions with our clients’ e-commerce websites and targeting the most suitable recipients for each campaign, we ensure highly relevant marketing. This approach eliminates mass mailing and promotes sustainability. Furthermore, we actively seek out printing partners like Go Inspire who advocate carbon neutral principles based on sustainable logistics solutions.

Digital Marketing allows access to your target market quickly, but is it always effective? 

Digital marketing encompasses the utilisation of online channels and technologies to advertise products, services, or brands. It encompasses various strategies like search engine optimisation, pay-per-click advertising, social media marketing, email marketing, display advertising, and mobile marketing. With digital marketing, businesses can reach a global audience. 

The Pros of Digital Marketing 

Digital marketing is a highly effective marketing strategy due to several key reasons. It offers flexibility, allowing businesses to adapt their strategies based on market trends and consumer behaviour and compared to traditional marketing methods, digital often provides cost-effective options, making it accessible to businesses of all sizes.

Unparalleled reach is available, there are no geographical boundaries. As with direct mail, digital marketing enables precise targeting, ensuring that marketing messages reach the intended audience at the optimal moment. Businesses are also able to track and analyse campaign performance in real-time. 

Digital marketing seamlessly integrates with other online channels such as complementing social media marketing, email marketing and search engine optimization, enabling businesses to create a cohesive and integrated marketing approach.

Cons of Relying Solely on a Digital Marketing Strategy 

Whilst a digital marketing strategy continues to be one of the most popular marketing methods purely for its affordability and allowing smaller businesses to communicate directly with their target audience, when counting purely on digital marketing channels, you are less likely to stand out. Many companies are utilising the same strategy which increases competition. The saturation of digital marketing is a major drawback,  it can be challenging to capture the audience’s attention amidst the noise. 

Studies have shown that on average, only a small fraction of ad viewers actually click on the ad; 0.05% to 0.1% click-through rate (Acquisio, 2023). 

Moreover, the prevalence of online scams and fraudulent practices have made users more cautious about engaging with unfamiliar ads. 54% of users don’t trust the banner adverts they see (BannerSnack). Ad blockers have become popular due to the desire for uninterrupted browsing experiences and to combat digital fatigue among users. 

Therefore, a purely digital marketing strategy may not provide the comprehensive reach and engagement that a blended marketing approach incorporating both online and offline channels can offer.

According to research conducted by JicMail, physical letters have a greater impact compared to their digital counterparts, as they demand more attention. The study reveals that engaging with mail is typically a solitary activity and proves to be more efficient in capturing attention compared to almost all other forms of media. Direct Mail generates an impressive average of over five minutes of website usage through items that prompt digital traffic. 

An Integrated Approach 

In summary, direct mail marketing offers eCommerce companies opportunity for increased engagement, targeted messaging  driving website traffic, customer retention, complementing digital efforts, and trackable results. It serves as a valuable marketing channel to connect with customers and drive growth for e-commerce businesses.

Direct mail can work harmoniously with digital marketing channels to achieve optimal results. By incorporating trackable links and QR codes, you can drive recipients to specific landing pages, websites, or online promotions. This integration allows for a seamless transition between physical mail and digital engagement. For example, we can send a direct mail piece to introduce a new product or promotion and you can follow up with targeted digital ads or email campaigns to reinforce the message.

Do you want to drive your business to success? To find out more about how we can help you, reach out to us on the Contact icon or email [email protected]

Sources:

What Is A Good Click Through Rate (CTR) and How to Improve It

Ad Blindness: What It Is, Why You Suffer From It and How You Can Avoid It!

https://www.marketreach.co.uk/why-mail