Direct Mail and Social Media: How to Integrate Them for Maximum ROI

Direct mail and social media work extremely well together when used correctly: a consistent message and matching artwork across both channels, unique promo codes to measure results, and matched audiences reached both on the doormat and in the feed. Social media is a huge part of people’s lives in the 21st century – millions use Instagram, Facebook, X and LinkedIn daily – while direct mail is rising again as the effectiveness of email marketing, which took over around 2009, has declined. This post explains how to combine the two advertising mediums for the best possible return on investment.

Is It Worth Integrating Social Media and Direct Mail?

Yes, certainly. Postcard marketing, mailshots and general advertising direct mail campaigns all pair naturally with social media – Facebook ads using QR codes are common, as is driving both channels to a shared landing page that generates valuable insights and leads. Car dealerships such as Toyota and Ford commonly run social and mail marketing together, and Instagram influencers do the equivalent for clothing and beauty products. To make integration work, first examine your campaign and understand your goals – lead generation, store visits, or otherwise – and keep your message linear throughout the campaign. It is essential that recipients can link the two campaigns, which you achieve by using similar branding and artwork across both.

A Cross-Media Campaign in Practice

We recently delivered a successful cross-media campaign for The Bridging Loan Company, using social media and direct mail together. They were promoting Halifax bridging loans to UK residents looking for finance, and direct mail was sent to the prospects who enquired through their social media activity – the social channel generated the leads, and the physical mailing converted them.

How Do You Measure the Success of an Integrated Campaign?

Two simple methods work well:

1. Unique promo codes – Give your direct mail campaign its own code for your online store, then count how many people use it. It’s quick and easy to set up and ties every sale to its source.
2. Ask in person – If you’re driving customers to your shop, ask arrivals how they heard about you and record the answers, so you can measure the impact of your mailshot marketing. If you need help creating the mailshot itself, our guide to creating a successful mailshot campaign will help. And if you prefer to print and enclose your own direct mail, we can collect your mail and post it for you – our bulk postage rates are some of the best available.

Can You Target the Same Audience on Both Channels?

In most cases, yes – and it’s quite simple. You can upload your list of direct mail recipients into your social media platform, which will match the email contacts it finds, so the same people see your campaign in both places. Alternatively, if you’re a local business that posted a mailshot locally, set your social media advertising to the same local radius.

Your Integrated Campaign Checklist

Before launching, work through these six questions:

1. Objectives – Have you carefully planned and defined your goals, message and audience?
2. Audience – Who is your ideal customer and target market?
3. Design – Is the creative for both your direct mail and social campaign up to scratch, and consistent?
4. Offer – Is your offer strong enough to engage your audience and entice them to buy?
5. Capture – Does the information you’re sending capture your potential customers’ interests and needs?
6. Reporting – Who will be in charge of campaign reporting on completion?

How Much Should You Spend on a Test Campaign?

Start small, find out what works, and build on that. If you send a direct mail campaign with our mailing house, the ideal test is 2,000 to 4,000 recipients, paired with a similar spend on the social media side of the campaign.

Conclusion: Getting Cross-Media Campaigns Right

Direct mail and social media work well together as long as you’re clear on the areas above – the right message and offer, put in front of your ideal clients on both channels, sets you on the way to success. The Direct Mail Company is a leading UK mailing house mailing both in the UK and internationally: if you need help with a direct mail shot, contact us today, call 0333 038 3797 or email sales@thedirectmailcompany.co.uk

Direct Mail and Social Media: Frequently Asked Questions

Do direct mail and social media work together?

Yes. With a linear message, matching branding across both channels, and shared targeting, the two mediums reinforce each other – social generates awareness and leads while physical mail converts them.

How do I reach the same people by post and on social media?

Upload your direct mail recipient list to your social platform to match their contacts, or, for local campaigns, set your social ads to the same radius your mailshot covered.

How do I track which sales came from an integrated campaign?

Use a unique promo code per channel for online sales, and ask in-store customers how they heard about you, recording every answer.

How big should a test campaign be?

Around 2,000 to 4,000 direct mail recipients, with a similar spend on social media – small enough to be affordable, large enough to produce meaningful results to build on.

Who can run the direct mail side of my campaign?

The Direct Mail Company prints, encloses and posts campaigns UK-wide and internationally – or collects and posts mail you’ve prepared yourself at bulk postage rates. Call 0333 038 3797.