3 Problems With Direct Mail Marketing (Plus, How to Overcome Them)

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Common pain points of direct mail: campaign longevity, engagement, and tracking.

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When it comes to direct mail marketing, three of the most common problems our clients face are concerns of campaign longevity, engagement, and tracking. Solutions to each of these go hand-in-hand through the implementation of an integrated marketing campaign.

The Three Direct Mail Marketing Problems

Longevity

According to the U.S. Small Business Association, direct mail is held in a household for an average of 17 days. That’s well over two weeks!

Beyond this, there are steps you can take to lengthen the longevity of your direct mail campaign.

  • Provide added value: include a coupon or informational piece. How often have you kept a coupon for yourself or passed it along to a friend? What about a cheat sheet of information like relevant dates or industry information? By providing a branded added-value component, you increase the time spent focused on your piece.
  • Add a landing page with retargeting: include a call to action and webpage dedicated specifically to your campaign. Use this page as a place to provide additional information or a way to contact you. By adding a retargeting element, you can send follow-up social and digital ads to lengthen engagement for your campaign and strengthen your message through multiple touches.

Engagement

With a print-only campaign, promoting engagement can be difficult. Luckily, there are solutions to this that you can implement.

Set up the following to promote engagement:

  • Informed Delivery: The USPS offers an opt-in daily email detailing what a recipient can expect in their mailbox. For marketers, this provides an opportunity to display a digital ad as well as provide a landing page link.
  • Landing Page: The creation of a dedicated campaign landing page gives visitors an opportunity to reach out via a web form.
  • Social and Digital ads: Through retargeted ads, you can provide additional touchpoints and increase engagement over time.
  • QR Code: Include a QR code on your mailing piece, making it as easy as possible for a recipient to visit your landing page.

Tracking

As a tangible medium, print may seem as though it is unable to track. That’s not the case for direct mail – by using a combination of the USPS’ tools and planning for an integrated campaign, tracking is well within reach.

A few of your options include:

  • The USPS’ Intelligent Mail barcode: This technology provides day-to-day tracking of your mail campaigns, allowing you the ability to know when your mail pieces have been delivered.
  • The USPS’ Informed Delivery: This technology provides updates on how many of your recipients receive this email as well as whether they open the email or click on your campaign link.
  • Social and Digital Ads: Implementation of retargeting ads, you can receive data on how many times your ads have been viewed and the number of clicks they receive.
  • Landing Page: Through webpage analytics, you can see how many page visitors your campaign received and through a form, you have the ability to collect leads.
  • Call Tracking: Setting up a unique phone number for your campaign, allows you the knowledge that any calls to this number came directly from your direct mail campaign.

Direct Mail is Here for the Long Run

This reliable, tactile medium is a tried and true marketing component that continues to innovate and improve. When paired with digital to run an integrated marketing campaign, you get the best of both worlds.

by:

John Young

Vice President of Business Development


January 6, 2021

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