Direct mail and social media can work extremely well together when used correctly. There are many things to think about when combining these advertising mediums.
Social media is huge part of people’s lives in 2019. Facebook, Twitter, Instagram, Reddit and many more are used by millions daily across the world. Integrating these into your marketing strategy in this digital age is beneficial.
Direct mail for any direct marketing campaign is again on the rise, since email marketing took over around 2009, however the effectiveness of email marketing has declined. Postcard marketing to a physical address, mail shots and general advertising direct mail campaigns can be used alongside social media. Facebook ads using QR codes are quite common as well as using a landing page to generate valuable insights and leads.
Social media marketing and mail marketing are commonly used by car dealerships such as Toyota and Ford. Digital marketers ensure that customers engage with both advertising mediums in this exciting digital age.
Is it worth integrating social media and direct mail?
Yes, certainly! Let us look at some of the ways that this can be done?
Firstly you need to look at your campaign and understand what your goals are. This could be lead generation, store visits and much more. The message that you are sending is ideally linear throughout the campaign.
Ensuring that the recipients can link the two campaigns is essential. You can do this by using similar banding and artwork for both campaigns. We recently nailed a cross media campaign for The Bridging Loan Company which utilised social media and direct mail effectively. They were promoting halifax bridging loans to residents of the UK that are looking for finance and mailed to these on social media enquiry.
How to measure the success?
By using unique identifiers such as promo codes for online stores you can measure how many people use this code. This works well as it is quick and easy to set up a special code for your direct mail campaign.
If you are driving potential customers to your shop then it would be worthwhile asking the clients who come into your shop how they heard about you. Ensure that you take note on these so you can measure the success of your mail shot marketing.
If you need help on how to create a mail shot then our blog article will help you.
Sometimes our clients wish to print and enclose their own direct mail, so if you would like to do this we can always collect your mail and post for you. Our bulk postage rates are some of the best in the world.
Can you target the same audience for both advertising campaigns?
It is quite simple to ensure that you are targeting the same clients in most cases. You can upload your list of direct mail recipients into social media and it may find the email contacts that way. Alternatively if you are a local business and posted your mail shot locally you may set your social media to a local radius.
Some things to think about when creating your campaign:
- Carefully plan and define your objectives – look carefully at your target message and audience and plan around those.
- Who is your ideal customer and target market?
- Is your design and creative of your direct mail and social media campaign up to scratch?
- Offer – Is your offer enough to engage your potential audience. Will this offer entice them to buy from you?
- Capture – The information that you are sending your potential customers, is this capturing their interests or needs?
- Who will be in charge of campaign reporting on completion.
How much should i spend on a test campaign?
It is always best to start of small and then find out what works and build on that. If you send a direct mail campaign with our mailing house it would be ideal to send to 2000 to 4000 recipients and then use a similar spend to your direct mail campaign on social media.
Direct mail and social media work well as long as you are clear on the areas above. If you get the right message and offer to your ideal clients then you are on the way to success.