Are you planning a multichannel marketing campaign? Automatically assuming you will be pairing direct mail with email? How about pairing direct mail with social media instead? Haven’t thought about it? Maybe you should. What makes direct mail and social media so complementary?
Higher levels of customer engagement, regardless of channel, lead to strong customer loyalty and higher sales—and customers love social media. Print’s tangibility leaves a deeper footprint in consumers’ brains and results in more (and more accurate) recall. So why not pair direct mail and social media together?
While you might not think of direct mail and social media as complementary, data show that they are. High percentages of social media users use direct mail coupons, hold on to direct mail pieces for future use, and visit a store after receiving a mail piece. When brand advocates receive direct mail, they are also 50% more likely to create or share content online.
How can you capitalize on this?
1. Set up social media sites appropriate to your target audience (Facebook, Instagram, Twitter) and encourage followers to engage with you. When possible, add links to enable direct sales.
2. Focus on deep, relevant content. Tell stories, invite customers to post their own user-generated content, and encourage them to share your posts with friends and family.
3. Find the most active social media participants and gather their email addresses and postal addresses for future cross-channel marketing.
4. Use social media to announce when upcoming mail offers are on their way. Build anticipation and excitement around your promotions and deals.
5. Cross-pollinate your content between social media and direct mail. For example, use quotes from online reviews or social media posts in your direct mailers to give credibility (“social proof”).
Direct mail and social media can be a powerful combination when used right. Need help? Give us a call!
January 13, 2022