The Perfect Pair: Combining Digital Marketing with Direct Mail

November 9, 2021

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There’s no doubt that digital marketing and direct mail are both essential tools for any business. You might be thinking that if you’re using one, there’s probably not a real need to use the other.

Actually, when the two are paired together you can yield much higher conversion rates overall, especially in the Hearing Care industry. Here’s why:

Digital marketing is being used more today than ever before. Each year social media platforms see a significant increase in user engagement.

As of January 2021, there were 4.66 billion active internet users worldwide, with 67% of adults ages 65 and older saying they go online regularly.¹

Gone are the days when businesses could get away with neglecting their online presence or digital brand and could rely solely on print.

There is, however, a downside to digital.

Both digital marketing and direct mail have distinct advantages that when combined have a unique ability to exemplify both of their positive results.

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Anyone who uses the internet today knows how frequently they are being advertised to. It’s estimated that the average person encounters between 6,000 to 10,000 ads 𝐞𝐯𝐞𝐫𝐲 𝐬𝐢𝐧𝐠𝐥𝐞 𝐝𝐚𝐲.¹ Think about how many emails you receive. Research shows that nearly 269 billion emails are sent around the world every day.² With this endless serving of digital promotion on every platform, businesses need to find a unique way to cut through the clutter and make sure that they are standing out.

The best way to do so? Combining digital marketing with a more personal approach- in the form of direct mail. Even though mail volume is declining, direct mail response rates continue to rise. From 2006 to the present, 𝐫𝐞𝐬𝐩𝐨𝐧𝐬𝐞 𝐫𝐚𝐭𝐞𝐬 𝐠𝐫𝐞𝐰 𝐛𝐲 𝟏𝟕𝟑% 𝐰𝐡𝐢𝐥𝐞 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭 𝐥𝐢𝐬𝐭𝐬 𝐞𝐧𝐣𝐨𝐲𝐞𝐝 𝐚 𝟏𝟗𝟒% 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞.³

When you think about the original traditional advertising, print typically comes to mind in the form of direct mailers, brochures, billboards, and newspaper ads. Since print has been around for such a long time, it’s been heavily researched, tested, and 𝐩𝐫𝐨𝐯𝐞𝐧 𝐭𝐨 𝐛𝐞 𝐡𝐢𝐠𝐡𝐥𝐲 𝐞𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞. Unique customized graphics, oversized format and fonts, custom promotion cards, and seasonal themes can all be used to attract attention and get your information into potential customers’ hands – literally.

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𝐌𝐚𝐢𝐥 𝐢𝐬 𝐦𝐮𝐜𝐡 𝐥𝐞𝐬𝐬 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐭𝐡𝐚𝐧 𝐨𝐧𝐥𝐢𝐧𝐞 𝐚𝐝 𝐬𝐩𝐚𝐜𝐞𝐬, and therefore your message will stand a much higher chance of being noticed. One of the top benefits of printed direct mail is that it’s tangible, and therefore not as easy to disregard.

Direct mail is manually sorted by its recipients, unlike digital mail which can be automatically sorted into a spam folder or deleted with one click without digital users ever laying eyes on your business name or message. Studies have even shown that for every $167 spent on direct mail marketing in the United States, marketers could expect to sell about $2,095 worth of goods in return. ⁴

𝐒𝐨𝐮𝐧𝐝𝐬 𝐥𝐢𝐤𝐞 𝐝𝐢𝐫𝐞𝐜𝐭 𝐦𝐚𝐢𝐥 𝐢𝐬 𝐠𝐫𝐞𝐚𝐭, 𝐫𝐢𝐠𝐡𝐭? 𝐒𝐨 𝐰𝐡𝐲 𝐝𝐨 𝐲𝐨𝐮 𝐧𝐞𝐞𝐝 𝐭𝐨 𝐜𝐨𝐦𝐛𝐢𝐧𝐞 𝐭𝐡𝐞 𝐭𝐰𝐨? Combining digital marketing with direct mail as part of your marketing strategy increases your reach and impact by communicating with users across multiple channels. You can capitalize on the engagement you receive through digital marketing efforts and reinstate the message on a more personal level through direct mail and reaching people on a more intimate level. Both digital marketing and direct mail have distinct advantages that when combined have a unique ability to exemplify both of their positive results. 𝗪𝗮𝗻𝘁 𝘁𝗼 𝗹𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗱𝗶𝗿𝗲𝗰𝘁 𝗺𝗮𝗶𝗹, 𝗼𝗿 𝗰𝗼𝗺𝗯𝗶𝗻𝗶𝗻𝗴 𝘁𝗵𝗲𝗺 𝗯𝗼𝘁𝗵? 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗼𝘂𝗿 𝐜𝐨𝐧𝐬𝐮𝐥𝐭𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫𝐦 𝐛𝐞𝐥𝐨𝐰 𝘁𝗼 𝘀𝗲𝗲 𝗵𝗼𝘄 𝘄𝗲 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽!

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Sources:1.https://datareportal.com/reports/digital-2021-global-overview-report2.https://www.lifewire.com/how-many-emails-are-sent-every-day-11712103.https://facts.usps.com/table-facts/

The Perfect Pair: Combining Digital Marketing with Direct Mail

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Enjoying this blog? As a thank you for reading it, we'd like to offer you the following special gift:

1x FREE Website Audit

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