Stepping off into unknown territory is never easy, and for many traditional printers, it’s fair to wonder if you even really need to start offering digital options for your clients. After all, you’re delivering good results and doing what you do best, so what’s the big deal – right? While mail isn’t going anywhere (despite the all-too-common predictions that it’s going to die any day now), continuing to ignore digital channels means losing money – and potentially losing clients to your competition.
While mail gets responses – even great responses – without the additional touchpoints that digital channels allow you to add, your client campaigns may not meet the benchmark needed to create conversions. According to the DMA, 7-13 touches are needed to create a conversion. When you want to add additional revenue, reach online Millennial audiences, and create high-converting campaigns, you should include more channels.
Three common ways to add channels to your campaigns are by using email, digital, and social. Let’s talk about each of these and how they benefit direct marketing campaigns.
Adding Email to Your Postal Campaigns
Consumers are not only more likely to make a purchase but also to spend more money on that purchase when they are marketed to via email. Email marketing is a powerful way to increase the results you are getting for client campaigns, and it’s simple too. Once you have a perfect postal piece ready to go, services like AccuData’s can help you create a matching email message that stays on-brand and on-topic to boost your results.
You can target your postal audience with email messages that are sure to help keep offers top of mind.
If you want to take it a step further, you can also serve digital display ads to these same consumers.
Using Digital Display Ads in Campaigns
Although people still check the mail regularly, digital channels make prospects more likely to convert. This makes digital display ads a valuable addition to your campaign efforts.
Here are some different ways to consider using digital display ads:
- Targeting the same households or individuals with whom you are sending mailpieces
- Adding an interactive channel to an otherwise static campaign
- Keeping your offer in front of an on-the-go audience by targeting laptops and smart devices
Digital display ads give you a variety of unique options, both for capturing an audience’s attention and for increasing direct response.
Capturing Attention on Social Media
Another great way to reach your target audience is by grabbing their attention where they go most – on social channels! Facebook and Instagram advertising allows you to reach a target audience right in the feeds they are checking. Combined with print, email messaging and other channels, social helps promote your brand and creates further awareness. Facebook users are spending money and it’s easier than ever to make purchases right on the platform.
Find Out More about Multichannel!
If you’re interested in adding digital channels to your campaigns, you can learn more by watching our in-depth webinar today.
Our experts are standing by to assist you with each of the digital channels outlined above and can make it simple for you to grow your business by getting a share of marketers’ digital budgets. Contact us, and we’ll show you how we can help!