Direct Mail Marketing with Social Ads

Articles

 

Direct mail campaigns have long been an effective tool in marketing, offering a tangible and personal touch that resonates with customers. However, in today’s digital age, integrating social media ads can significantly increase the impact of your direct mail campaigns.

In fact, the more channels you use in your marketing campaigns, such as direct mail and social media ads, the more your campaigns will generate results. According to Lytics, businesses that leverage at least four different marketing channels see an increase in ROI of up to 300%!

By combining the physical presence of direct mail with the reach and targeting capabilities of social media, you can create a powerful marketing strategy that drives brand visibility, engagement, and conversions.

Businessman studying direct marketing benefits seated at laptop computer in office

6 Easy Steps to Integrating Social Ads and Direct Mail:

 

1 | Define your Objectives

Before diving into the execution, it’s crucial to clearly define your objectives for both your direct mail and social media campaigns. Are you aiming to increase brand awareness, drive website traffic, generate leads, or boost sales? Understanding your goals will help you tailor your messaging and targeting strategies effectively across both channels.

Beautiful woman reading a direct mail letter at home, close-up. Focus on the foreground, on the hands holding letter.

2 | Audience targeting and segmentation

Identify your target audience for both your direct mail and social media campaigns. Use data from your customer database, as well as customer demographics, interests, and behaviors to create targeted lists.

One way to find your customers online is to use Facebook to serve your digital ads. The platform allows you to create a custom audience based on your mailing list. However, if your data isn’t accurate or up to date, you may have low matching rates.

One strategy to increase your Facebook matching rates is to refresh your data and append social media profiles to your mailing list. This step will allow you to reach as many targets as possible when you run your social ads.

In addition, audience segmentation enables you to personalize your messaging and create social ads that will resonate with each audience segment across both channels.

If you need help segmenting your customer database and finding the right segment to target for your next campaign, we have a post to help you here>>

Direct Mail postcard from dental office and coordinated omni channel social ads

3 | Consistent Messaging and Visual Content

Consistency in your messaging and visual elements in both your direct mail piece and social media ads reinforces your message with your audience. Cohesive messaging enhances brand recognition and recall and creates a unified brand presence.

And, to be sure your direct mailer and social ads are ready for print and delivery, always follow USPS direct mail requirements and digital ad requirements when preparing your files. You can find direct mailer templates and digital ad templates in the Guides linked below. 

 

direct mail and letters sticking out of a post box in a door

4 | Coordinate Timing and Frequency

Coordinate the timing and frequency of your direct mail and social media campaigns to maximize their impact. We recommend that you serve social ads to your mailing list at least 2 weeks before your mailer lands in their mailboxes. This way you reinforce your brand and offer with social media ads before your physical mailer arrives in mailboxes.

Additionally, strategically scheduling your social ads to coincide with the delivery of your direct mailers reinforces your message and gives your audience another opportunity to convert.

Research shows that direct mail consistently yields results, but sending multiple mailers can max out your budget quickly. One way to maximize your direct mail ad spend is to continue to serve social ads between sending direct mail campaigns, allowing you to continue to stay top of mind before and after your mailer lands.

 

Scanning direct mail letter with QR code on mobile smart phone.

5 | Track and Measure Performance

How will customers contact you if they are interested? There are so many ways to make it easy for customers to respond to your direct mail and social ads. In addition, there are many ways to monitor performance, track conversions and attribution across both channels.

  • Unique URLs
  • Promo codes
  • QR codes
  • Custom landing pages

Analytic tools can measure key performance indicators such as engagement, click-through rates, conversion rates, and return on investment (ROI). This data provides valuable insights into the effectiveness of your integrated approach and can inform how to test and optimize future campaigns.

We offer custom dashboarding that tracks and measures campaign performance. Our marketing clients benefit from seeing all their data in one place. Their custom dashboard allow them to make decisions that improve results and increase conversions.  

A/B testing, marketing content on laptops testing variations in layout and copy

6 | Iterate and Optimize

Marketing your business requires continuously analyzing performance data from your direct mail and social media campaigns to identify areas for improvement. A/B testing different messaging variables, creative variations, audience segments, and timing strategies to refine your approach and maximize results is an important part of any marketing strategy.

In fact, a study by Zipdo found that A/B testing increases conversions by 49% on average.

By taking an omni-channel approach to your marketing and integrating social media ads with your direct mail campaigns, you can boost your marketing efforts and achieve remarkable results.

 

Effective Direct Mail Marketing Strategies

The physical presence of direct mail and the reach and targeting of social ads, is a powerful marketing strategy for brand visibility, engagement, and conversions.

If you’re looking for a partner in your direct mail marketing strategy, schedule a call with our marketing specialists. Embrace the power of integrating multiple channels and unlock the full potential of your marketing campaigns!

 

Follow us on LinkedIn and Facebook.

 


Back to Learning Library

Holiday Schedule: Sharpdots will be closed on Monday, January 2, 2023.  Production will resume on Tuesday,  January 3 , 2023.
If you have any questions about your turnaround times, please contact us.