Some may think that direct mail is a relic of the past compared to online marketing, but there is much research to suggest that it is just as or even more effective than some digital efforts. When combined, however, direct mail and online marketing can be a powerful force in delivering successful marketing campaigns. In this article, we cover how direct mail complements online marketing efforts and how to go about it.
- Benefits of Direct Mail in a Digital Age
- What is the Current Digital Marketing Landscape?
- How Does Direct Mail Enhance Digital Marketing Efforts?
- Omni-Channel Marketing
- A Holistic Approach
- A Direct Mailing House That Understands Digital
Benefits of Direct Mail in a Digital Age
Before looking at how the use of direct mail can complement online marketing efforts, it’s important to understand the benefits of direct mail, within the digital age.
Tangible
Digital ads can easily be scrolled past, ignored or deleted with a click or tap of a button. Direct mail, however, is a tangible object that requires a lot more effort to discard. Recipients need to pick it up and hold it, which has been proven to increase engagement and memory recall of a particular company, than the digital alternative. Latest research from shows that 77% of all mail is read, looked at, or glanced at, hitting an all-time high and demonstrating its effectiveness in capturing attention compared to the digital alternative.
High Visibility
Emails often end up in junk and spam folders, meaning they get overlooked. With direct mail, they are guaranteed to reach the recipient's postbox and therefore offer a much higher visibility rate. Mail's physical presence ensures it stands out, often being seen by 1.13 people per household on average, extending your campaign's reach beyond the initial recipient.
Reduced Competition
The digital world is over-saturated, with the average person receiving well over 120 emails per day. There is therefore so much competition that it can be hard, and expensive, for companies to get the viability they want. However, direct mail has provided the opportunity for companies and organisations to be seen, due to many businesses making the switch to digital means, opening up the playing field for direct mail and offering high visibility compared to digital ads. The lack of clutter in the mailbox ensures your message has a higher chance of commanding undivided attention.
Trust & Credibility
Studies show that receiving direct mail drives trust and adds authenticity to communications. Research by MarketReach found that 70% of consumers feel that mail is more personal than email and many also felt that direct mail is more trustworthy and credible than digital ads. Royal Mail’s Trust Factor report confirms this, showing that mail and door drops are the most trusted communication channels, a vital factor when aiming to build customer loyalty, especially in trust-sensitive sectors.
Longer Lifetime
Mail is not fleeting; the average Direct Mail item boasts a 7.0-day lifespan in the home and is interacted with for an average of 133 seconds over 28 days, an impressive figure that outperforms that of a digital ad that could be shown on a screen for a matter of seconds. A well-designed mailer can therefore continue to engage and remind recipients of a company’s message, as well as the rest of the household, longer after the received date. This extended lifespan makes physical media an invaluable tool for sustained brand awareness campaigns.
What is the Current Digital Marketing Landscape?
Although direct marketing has its strengths, digital marketing should also not be undermined. It offers exceptional reach and precision when it comes to targeting and allows businesses to engage with new and returning customers in highly personalised ways. Key strengths include:
Real-Time Analytics
Digital platforms allow for real-time, accurate data to help measure campaign performance, which can then be easily adjusted and optimised throughout. This ability to instantly track metrics is a key strength that, when paired with the offline tracking from mail, creates a fully measurable omnichannel environment.
Specific Targeting
Advanced algorithms in the digital world allow for an amazing amount of data, which marketers use to target specific demographics, behaviours and interests. However, the rise of cookie restrictions and privacy legislation is making this precision increasingly challenging. This is where robust data processing is critical, ensuring your list is accurate for both digital and physical sends.
Interactive
Digital ads can include much more accessible and cost-effective interactive elements like videos, polls and links that drive direct engagement and immediate action from the audience that direct mail. However, modern direct mail formats, such as one-piece mailers and self-mailers, are increasingly incorporating interactive elements like QR codes and personalised URLs (PURLs), which directly funnel offline engagement into measurable online actions.
How Does Direct Mail Enhance Digital Marketing Efforts?
When the tactile appeal of direct mail works alongside the highly targeted and interactive elements of digital marketing, a strong, impactful and cohesive multi-channel marketing strategy comes together. Here is how direct mail complements online marketing efforts.
Integrated Campaigns for a Cohesive Customer Journey
Combining direct mail with digital channels creates an integrated campaign that is seamless across all touchpoints of the customer journey. For example, introducing a new product via a direct mailer, and then targeting the same recipients with a follow-up message via email newsletter and social media ad with more information is a great way to connect their offline and online worlds and drive engagement. Campaigns with mail in the mix are 52% more likely to report an ROI increase, proving that the synergistic effect of channels is a powerful driver of revenue.
Bridge the Gap Between Offline & Online
Direct mail can help to bridge the gap between offline and online realms, again creating a seamless customer journey. Using tactics such as QR codes, personalised URLs and unique promotional codes all drive a recipient to a website or online destination to continue the brand's journey digitally. Data shows that 38% of website visits prompted by mail convert into an online purchase, underscoring its efficiency as a tangible conversion tool. For physical formats that excel at this, consider using our streamlined postcard marketing service.
Boost Digital Engagement With Direct Mail
A major challenge of digital marketing is the amount of competition and volume of content out there. Using direct mail as a physical reminder of a brand message that is being communicated online is a great way to prompt recipients to engage with your company online, whether that be to visit your website, follow you on social media or check an email. Mail improves engagement by up to 63% when combined with digital campaigns, acting as the essential physical primer that cuts through the digital noise.
Re-Engage Inactive Customers
Direct mail can be a great way to work alongside online marketing to cut through the noise and re-engage with inactive customers or those who have not responded to digital communications. A personalised mailer can rekindle brand interest and drive them back to your online platforms. For high-volume re-engagement campaigns, our envelope enclosing processes can handle complex, highly personalised mail packs quickly and efficiently.
Cross-Selling Opportunities
Direct mail can be a great opportunity to cross-sell products or services that can then be amplified with online marketing methods. For example, a well-timed email or social media ad that aligns with the content of the direct mail pieces can drive additional sales as it hits recipients at all points of their customer journey. This coordinated approach ensures consistency of message and maximises the potential for immediate action.
Omni-Channel Marketing
An Omni-Channel approach goes beyond simply using multiple channels; it ensures that the customer experience is seamless, integrated, and consistent across every touchpoint. In this context, mail provides the trusted, tangible foundation that validates your digital communications. Whether you are using poly wrapping for a catalogue or a letter-sized mailer, the quality and professionalism of the physical piece reinforces your digital presence. For true omni-channel success, the use of programmatic mail—where a digital event (like an abandoned cart or a website visit) triggers a highly relevant, personalised physical mailer—is the next frontier in marketing automation.
A Holistic Approach
Direct mail complements online marketing efforts when there is a clear synergy between the channels, fuelled by a holistic approach. A unified messaging and branding is key, so there is a consistent experience for the recipient at all points of their customer journey. Coordinated timing is also key in both channels working together successfully. When planning your campaigns, consider the whole customer journey and ensure that the creative design, including the paper stock and finishes, matches the quality and tone of your digital platforms.
A Direct Mailing House That Understands Digital
At DMS, we understand how direct mail complements online marketing efforts and are experienced in supporting leading organisations in their multi-channel marketing strategy. Don’t let direct mail be an afterthought, at DMS we make the process easy and take care of everything from printing and production to postage and fulfilment. Using state-of-the-art equipment and technology, you won’t be disappointed.
Get in touch to find out more, plus receive a free quote by clicking here.