You can increase your campaign’s ROI using QR codes, personalized URLs, and integrated marketing techniques.
Stamp on a QR Code
QR (quick response) codes make it even easier for potential customers to transition between your mailing and your website. They don’t have to type in a URL or make a phone call – they just scan the code with their mobile device and it automatically takes them where you want them to go.
Utilize Integrated Marketing
Direct mail, telephones, text messaging, social media, email: the multitude of marketing channels now available provides you with a distinct advantage when you integrate your campaigns across multiple channels.
A study by the Direct Marketing Association found that “customers who buy from two channels (vs. just one) are between 20 and 60% more valuable, while triple-channel buyers are 60-125% more valuable.” There are several techniques you can use to integrate your direct mail marketing with digital channels.
Connect With Personalized URLs
One of the most important lessons that direct mail marketers can learn from digital and social marketing is the impact of personalization. You already have the ability to target your mailings to a specific subset and to address them directly to your prospective customers by name.
Take the process one step further by utilizing personalized URLs in your mailing’s call to action. A personalized URL (PURL) is a unique web address that directs users to a landing page tailored specifically to that user.
Going digital with your direct mail campaigns can help you engage potential customers, create a streamlined and complementary marketing campaign, and track your results with more metrics. Use emails, PURLs, and QR codes to bring your direct mailings into the digital age.
Megan Webb-Morgan is a web content writer for ResourceNation. She writes about small business, focusing on topics such as business sales. Follow Resource Nation on Facebook and Twitter, too!
In the ever-evolving marketing landscape, staying ahead requires a strategic approach throughout each season. Having…
Have you ever had WINNING customer service? Customer service that doesn’t just meet your expectations…
Set and accomplish your New Year's goals! Learn practical strategies to establish milestones, stay motivated,…
Discover the perfect gifts for the stationery enthusiast in your life with our holiday gift…
Being a successful DIY musician in 2023 often means being a savvy marketer. You must…
Seasonal marketing is essential. As each season changes, businesses must be prepared with a new…
View Comments
With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response.
Shelby -- Very true. Have you been able to find successful ways to track these responses?