Analog marketing techniques like printing and direct mail can function successfully when mixed with digital marketing campaigns.
For years, marketers have relied closely on Facebook and Google to do the heavy lifting in their virtual income funnels. In reality, these two systems now bill for an estimated seventy-three percentage of all digital advertising.
While those platforms are undeniably powerful, their near-total market domination makes many marketers nervous. What many entrepreneurs don’t realize, however, is that sure analog marketing techniques, like printing and unsolicited mail, function effectively when blended with digital advertising and marketing campaigns.
Direct mail is often considered as an expensive and misguided technique most of the people forget about. In fact, unsolicited mail can serve as a relatively-targeted and fee-powerful lead-technology source that can be easily integrated right into a broader digital advertising and marketing campaign. When used successfully, printing may even take a massive portion of the sales funnel load far from platforms like Facebook and Google and decrease entrepreneurs’ reliance on those digital behemoths.
Where Does Printing Fit in a Digital Sales Funnel?
A traditional digital income funnel uses centered advertising — generally from Facebook or Google — to drive site visitors to a campaign landing web page. There, users would either take an action or be slated to acquire some type of remarketing message.
Facebook and Google ads are effective because the two companies possess widespread quantities of demographic records about their platform users. Many unsolicited mail list companies have equally superb demographic information permitting marketers to ship quite-focused messages to potential new customers.
In this new hybrid funnel, entrepreneurs use targeted printed advertising substances along Facebook and Google commercials as lead generators which direct clients to a marketing campaign touchdown web page. In an equal manner, entrepreneurs use Urchin Tracking Module (UTM) tags to degree virtual campaign traffic, entrepreneurs can use customized URL’s, known as PURLs, to measure response to a direct mail campaign. PURLs give entrepreneurs the potential to degree reaction and conversion rates for a junk mail marketing campaign and can also be used to create custom audiences for remarketing purposes.
These new size strategies monitor simply how powerful direct mailing can be. Marketers who use printing as a factor of their virtual campaigns find their value-per-acquisition is tons lower while compared to channels like Facebook or Google. In reality, some entrepreneurs have visible such astounding consequences from their direct mail campaigns that they’ve cut their digital advertising budgets in half.
Five Direct Mail Best Practices
To get the maximum out of the printed components of your digital advertising campaign, it’s important to observe a few first-class practices.
Choose the Right List Provider: Effective advertising and marketing is ready handing over the proper message to the proper character on the right time. To do that, marketers need first-rate facts viable. Once you’ve decided your marketing campaign’s audience, pick the mailing list issuer which could supply your message to the human beings you want to attain.
Commit to More than One Mailing: A one-and-achieved approach just doesn’t paintings in junk mail. Data shows that response rates cross up with the second or 0.33 mailer. This doesn’t suggest that you need to spend extra money. What it does imply is which you’ll likely get a higher reaction by means of mailing 500 human beings three times than you’ll by way of mailing 1,500 humans once.
Research Mailing Costs Before Starting Design: With mail, a small difference in length and production may have a large effect on postage fees. For instance, one-8th of an inch will be the difference among postage for bulk well-known letter fee or bulk flat price postage, which could boom your postage fees by using as lots as $0.Forty cents a chunk. This can upload up to a number of money. Good printing agencies have assets to be had and may walk you via your options and explain their effect to your mailing price range.
Include an Exclusive Offer and a CTA: Your campaign offer and calls-to-motion (CTA) must be compelling for your capability clients and regular across all your advertising channels.
Use PURLs: Personalized URLs are the important thing to measuring and retargeting your direct mail recipients. So invest in PURL monitoring software and use the consequences to tell future advertising and marketing campaigns.
Once you’ve installed your direct mail marketing campaign the use of those first-class practices, you’ll be equipped to unleash the energy of printing as a vital component of your digital income funnel.