Having an integrated marketing campaign that includes social media and direct mail campaigns can result in more leads, sales, and new customers.
Your integrated marketing campaign should have a consistent message on all channels so that your brand message resonates with your customers both online and offline.
Once you have started a direct mail campaign, it’s important to start incorporating social media into your direct mail campaign. Below are steps to incorporating social media into your direct mail campaign:
Use Social Media to Build Your Direct Marketing Customer Profile
Social media can provide insights that can help you to reach your target audience. Go to your social media channels and look at the people who engage and follow your accounts. Look at their demographics, interest, etc.
The information you gather from social media will help you segment your customer’s interest better. Each segment can be targeted with the most relevant and timely direct mail marketing offers.
You can also use your mailing list to target customers on social media. The more interaction you have with a customer, the better customer loyalty and brand retention it creates.
Include Social Proof in Your Direct Marketing Campaign
Social proof is evidence that others endorse your brand or offer. The credibility and trust instilled by social proof through social media will increase conversions and ROI for your company.
People are more likely to think positively when they see other people showing positive feelings about an offer.
Some things you could include from your social media channels into your direct marketing campaign are:
- Customer testimonials – draw testimonials from social media sites where people are talking about your brand and include them in your direct mail campaign
- A number of shares or downloads – Show the number of times your offer has been shared or downloaded through a social media icon that reveals the number of shares. An offer that has been shared a lot on social media shows credibility and trust
- Embed social media posts – monitor social media to find mentions of your offer, brand, products that reflect positively on your business. You can insert these Tweets, Facebook post, etc in your direct mail campaigns.
- Embed customer ratings and reviews – embed customer ratings and reviews of the product or service offered into your direct mail campaign.
Cross-Promote Social Media Channels and Direct Mail Campaigns
Use social media to amplify your direct mail campaign by linking direct mail campaign offers to social media and vice versa. Tying them together allows marketers to take advantage of the particular strengths of each.
Also, encourage customers to share the offers received from direct mail offer on social medias. This allows current customers to promote your brand and your direct mail campaign to their network.
Use Direct Mail to Spark Social Conversation
The great thing about social media is that you can interact with your customers directly to build relationships. Social media allows brands to respond to their customers quickly, enabling social conversations to be formed.
Encourage customers to log onto social media and interact with your brand on your direct mail campaigns. Ask them to share their thoughts on the direct mail campaign offer on social media and don’t forget to ask them to tag or mention you in their post!
Use Social Media to Build Anticipation About New Offers
Use social media to create anticipation about new and upcoming offers. For example, use social media to promote the anticipation of a new catalogue that will be mailed out.
Post some teasers throughout the weeks leading to your direct mail campaign mail out and put a clear call to actions that tell people to sign-up for the direct mail campaign.
Why Social Media is Important to Direct Mail Campaigns
Research conducted by Canada Post showed that integrated marketing campaigns drove more attention, higher brand recall and stronger emotional response than single-media campaigns.
Canada Post found that consumers had a 40% higher brand recall when direct mail was followed by direct email.
Integrating direct mail and digital campaigns created 10% higher brand recall and 5% more arousal than single media campaigns according to Canada Post.
Consumers paid 39% more attention to integrated direct mail and digital campaigns than to single-media digital campaigns.
Customers don’t consume information in a single channel world anymore. In a world where people are bombarded with digital messages, having an integrated marketing campaign that includes social media and direct mail is the way to get your message and brand noticed!
At Mail-O-Matic, we are here to handle all of your direct mail marketing needs. From the first consultation to post office delivery, our production team is with you every step of the way. You can rely on Mail-O-Matic for direct mail marketing needs.