Are you diverting marketing resources from
traditional programs like postcard direct mail to emerging technologies like
social media and email marketing?
Not so fast, says the Wall Street Journal, which has released an
article regarding decline of direct mail and the affect it is having on
According to WSJs story, many small businesses
have abandoned printed direct mail in favor of online advertising and social
media in attempt to reduce advertising costs.
The article profiles a company called Per Annum
Inc. who dropped a letter direct mail campaign in favor of marketing through
email channels. The company found that orders dropped 25% from the previous
realized we had made a huge mistake,” says Ms. Settle, president of the
New York firm.
Instead of dropping direct mail altogether, the
Wall Street Journal notes that marketers are using social media and email
marketing to compliment their traditional direct mail campaigns. By combining
the two mediums, businesses are catching recipients attention and generate
higher response rates.
At SonicPrint.com, weve seen clients consistently bridge
the gap between online and offline marketing with variable data, personalized
URLS and digital printing. We believe
that postcard printing & direct mail will continue to captivate offline
prospects and compel them to find out more information to share with their
friends and family via Twitter, Facebook, and other new media outlets.
Here are some ideas that will help you bridge the two
Email your clients the same day that
receive your print postcard in the mail. This one-two punch is something that
we have seen dramatically increase response rates in our business.
Follow up your quote requests by
mailing a postcard. If you have a CRM system for your business you may be able
to export the list of all customers that requested quotes. Once a week, mail
out postcards to touch the prospect. Sure you could do it by e-mail, but it
is much more personal and unexpected coming via snail mail.
Mail postcards with a personalized URL
(PURL) A PURL is an automatically generated personalized website customized
for your prospect. Its an excellent way to perk the interest of the reader,
and increases response rates dramatically.
Add your Blog, Twitter, Facebook,
Linked-in, or other new media account to your business card printing and your
postcard marketing. In addition, give them as many means to contact you as
possible including your AIM, ICQ, Skype, or other online communication account.
Although postcard marketing has seen a decline in the last
few years, many marketing experts continue to see massive value from the
benefits of direct mail by integrating their offline and online programs
Social Marketing Photo
By geralt from Pixabay