Integrating Digital and Direct Mail for a Cohesive Marketing Strategy

You may see a lot of articles out there comparing the merits of digital vs. direct mail. But the truth is that digital and direct mail are no longer two separate entities or strategies. They work best together in an integrated approach.

The value of integrating digital with direct mail is that you can create multiple touchpoints with the client. Want to maximize engagement? Let’s explore some strategies for integrating digital and direct mail to get the best of both approaches. 

Why Direct Mail Still Matters in a Digital World

Direct mail is very effective. Surprisingly, more than you may think, with all the digital bells and whistles of today’s world. 

The truth is that with all those bells and whistles comes a lot of noise that can drown out your messaging. People get fatigued from constant scrolling and wading through digital clutter. 

Direct mail, on the other hand, is a sensory experience—people love having something tangible to hold onto and look at. You can influence readership through graphics and colors. Direct mail cuts through the clutter and lets you expand your message.

The staying power of physical mail is powerful. You can tell longer-form stories and engross audiences in your messaging. There’s more to linger on and to hold. 

That’s not to say there’s not a very important place for a digital approach. Today’s direct mail is rarely, if ever, a standalone piece. Almost every campaign today has a digital element. You can think of these elements as vehicles that help the customer move back and forth between the digital and physical worlds. 

Common digital integrations in direct mail include:

• QR codes: taking readers to product pages and special offers.
• Landing pages & digital tracking: allowing you to monitor and measure engagement.
• Retargeting ads: triggered by mail interactions and signs of interest. 

It’s almostunheard of that a direct mail piece won’t have at least a landing page or a CTA that includes some digital direction. That mechanism moves leads through your pipeline, taking them from observers to interactors to customers. 

Beyond QR Codes: New & Innovative Strategies

Ask anyone in the marketing world, and they’ll tell you that QR codes and PURLs were game changers for the industry, but they’re also commonplace now. QR codes are typically the standard since PURLs have declined in popularity over the years. So what’s next? 

There are several emerging strategies, such as IP capture for retargeting. In simple terms, a website form submission captures household data, which allows you to follow up with direct mail based on online behavior. 

Let’s say you’re in the market for pop-up campers. You go to a website and fill out a form. That form will capture your IP, which then captures the household. This allows marketers to take the data and deliver a physical piece of direct mail to the home. 

With direct mail, most recipients know to scan the QR code (the trick is that there has to be a compelling reason to scan). Get customers to unlock a special offer or learn more by scanning the code. From there, it can trigger a follow-up text or email.

Augmented reality (AR) is another popular option in print. Interactive AR-enhanced direct mail can allow recipients to scan images and see 3D product previews or informational videos. The possibilities are very exciting. 

Social and search retargeting is also becoming a popular option. Businesses can share their data by using direct mail lists to serve Facebook, Instagram, and Google Ads to the same audience. This reinforces messages and helps keep you at the top of your customers’ minds. 

Best Channels for an Integrated  Approach

If the omnichannel approach sounds right for you (and it is typically the best option for most businesses), you need to hit the audience across multiple touchpoints—but which ones should you use? 

It depends on the situation and message, but an integrated marketing approach typically includes:

• Social media ads
• Email marketing
• Text messaging
• Direct mail
• Retargeting ads

A good example of this approach can be seen in political campaign ads. Political campaigns are truly the epitome of integrated marketing. Every campaign has a direct mail component because it adds value and connects with different members of a target audience. 

Real-World Success with Digital + Direct Mail

At Heritage, we’ve seen the integrated approach grow to become the standard. Most of our print materials, from postcards to catalogs to flyers, include QR codes to direct people to digital assets. 

More often than not, digital integration is included in a direct mail campaign. It’s quite rare that someone takes a direct mail-only approach. 

For example, one of our clients—a popular university, uses the integrated approach to appeal to potential students (and their parents) in many ways. Colorful, personalized direct mail pieces arrive in homes with QR codes that offer more details about particular programs and points of interest to make the outreach feel personalized and direct.

When a potential student visits the website and explores the application process, they may add their email information. When important deadlines approach, the potential student may receive a reminder in their inbox along with another postcard reminder in the mail.

When they visit social media, they may also see targeted ads about the school. This multi-channel approach keeps the school on their radar and helps them feel connected—like an “insider.” 

Thanks to this approach, the university’s mailing list has greatly expanded, and the leads they get are more targeted, relevant, and warm. Families and their students start to have an affinity with the school before they’re even enrolled. 

The Key to a Successful Print + Digital Campaign

Today’s question isn’t one of print vs. digital, but rather, how to move customers through the sales pipeline between print and digital assets. 

To stay ahead, you need a digital component that moves them from print—marketers who strategically integrate direct mail with digital see higher engagement and a better ROI. For example, direct mail engagement and response is between 2.7% – 4.4%. Email scores lower—around 0.6%.

Results can vary with demographics, too—some groups prefer direct mail, others are more comfortable in a digital space. By taking a strategic, integrated approach, you can be sure you’re connected with everyone.

Need help crafting your next integrated campaign? Contact Heritage for expert insight and guidance.