Thursday, June 2, 2016

Pairing Mail and Digital Can Max Marketing Power

Digital marketing and traditional direct mail marketing often seem to run on parallel but separate tracks. However, several recent articles show why an intersection of online and offline is a more desirable destination for marketers. Consider a Forbes magazine article by Jenna Gross, CMO of the national direct marketing agency Moving Targets, who explains how her agency combines digital marketing with direct mail to deliver a powerful one-two marketing punch. In her June 1 piece, Gross describes how her agency pairs all direct mail campaigns with digital advertising, using the identical demographic and behavioral data, and leveraging e-mail marketing to boot. As a result "prospects see an ad in their mailbox, inbox and social media feed." Using such "cross-media tactics produces an exponentially better response rate, typically 25% or higher than direct mail alone, based on my agency’s findings," Gross says. Meanwhile, a post by Lewis Gersh, a leader in retargeting and e-commerce, argues that the marriage of digital and direct mail is also an ideal way to deal with the tough problem of cart abandonment and lost digital conversions. Currently, digital marketers spend 10% to 50% of budgets on retargeting efforts, he points out, yet many fail to capture attention in the noisy digital landscape, or fail to even reach the growing number of customers who resort to ad blocking and unsubscribes to escape the digital marketing onslaught. In contrast, direct mail has the advantage of guaranteed arrival and attention as a physical, tangible presence in the home of consumers, where it can be saved and referenced in future and also can be seen by people other than the intended recipient, which is rare for digital media, Gersh points out. So, leverage digital and direct mail advantages to solve the retargeting challenge, he urges: Apply digital's valuable real-time, intent-driven data to direct mail, transforming online activity into mailing of a highly relevant piece that retargets a known site visitor. To read the full Forbes article,

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