Peanut butter and jelly. Soap and water. Mail and digital. Some things just work better together. It’s easy to think of your print and digital marketing efforts as two separate entities - but really, they should work together for maximum impact.
Explore the benefits of a print and digital partnership, as well as some easy ways to combine the two.
Combining print and digital unlocks more benefits over just using one or the other.
Increased brand recognition - The more your customers interact with your brand, the more likely it is to “stick” in their brain. A multichannel approach helps put your brand in front of your customers, without feeling intrusive.
Better personalization - The data you unlock as your customers interact with your digital ads can inform your direct mail marketing, and vice versa. This data allows you to further personalize your ads, for a markedly improved buying experience.
Address all buyers - While you can make an educated guess about what type of advertising will be most effective for your target audience, you can never know 100%. Utilizing both print and marketing tactics gives your audience more ways to engage based on their preferences.
Related Content: Understanding the Needs and Interests of Your Target Audience
Now that we’ve covered some of the benefits of combining digital and direct, let’s dig into the actual tactics you can use to easily combine the two.
Over-the-top (OTT) and connected television (CTV) tactics place digital ads within a show on streaming services. What if they could be even more targeted? ZTV (Zip Television) is targeted at the Zip Code level, so it aligns beautifully with our shared direct mail platform. With ZTV, we identify relevant zip codes to support your online and offline campaign objectives.
Related Content: Dive Into ZTV
Use email to follow up after your direct mail campaign, for maximum brand awareness. Wait a few weeks or even a few months after you send your direct mail campaign and then nurture your prospects with a targeted email. If you don’t have your prospects’ emails, you can use print marketing to help gather this info. Include an offer on your direct mail that requires a form submission to activate.
QR Codes are still a highly effective way to integrate your direct mail and print objectives. A scannable QR code makes it easy for your customers to take an immediate action from your print marketing. Use QR codes to send them to a coupon, book an appointment online, purchase a product, or other direct action.
After mailing to targeted ZIP codes, run geofenced ads in that same area on mobile and display. This helps keep your brand top-of-mind for customers. You can run these the same day as your campaign launches for maximum impact - but keep it running for at least a few weeks. Most customers will hang onto their print marketing before taking an action. Hitting them with an ad while they’re in this period of inaction helps push them into taking that action.
Related Content: The Power of GeoFencing and Addressable Advertising
Don’t choose between digital or direct mail - they go better together. By blending the tactile impact of print with the precision and scalability of digital, you create a more cohesive, personalized, and memorable experience for your audience.
Mailbox Merchants offers the ideal integration of local shared direct mail and digital advertising. No matter where you are in your marketing, our team of advertising professionals can help you enhance brand awareness, spread your message and increase ROI in no time. Ready to see our top solutions?
Mailbox Merchants is the Northwest’s largest independently owned direct mail, multi-channel and digital marketing provider for local businesses. We marry the old and the new by tapping into the perpetual power of print media and using technology to strategically segment, target behaviors, and optimize performance through measurable marketing results.