When it comes to direct mail marketing, clients often face three common challenges: concerns about longevity, engagement, and campaign tracking. Fortunately, integrating digital elements into your campaign can address each of these issues.

The Three Challenges of Direct Mail Marketing

1. Longevity According to the Small Business Association of America, direct mail stays in a household for an average of 17 days—over two weeks! However, you can take steps to further extend the life of your direct mail campaign:

• Provide Added Value: Incorporate a coupon or informative piece in your mailer. People are likely to save a coupon or pass it on to a friend. You could also include useful information like key dates or industry tips to give your content lasting value.
• Include a Retargeted Landing Page: Adding a call to action with a dedicated campaign landing page gives recipients a place to find more information or contact you directly. You can also use this page for retargeting with follow-up digital ads, keeping your message top of mind.

2. Engagement Print-only campaigns can struggle with engagement, but you can boost interaction with several strategies:

• Informed Delivery: USPS offers a daily email that shows recipients what will arrive in their mailbox. As a marketer, this gives you an opportunity to include a digital ad and a link to your landing page.
• Landing Page: Create a campaign-specific landing page where visitors can engage further via web forms or additional content.
• Social and Digital Ads: Retargeting through digital and social ads gives you more touchpoints, enhancing overall engagement.
• QR Code: Add a QR code to your mailer so recipients can easily scan and visit your landing page for more information.

3. Tracking Direct mail might seem difficult to track, but with the right tools, you can monitor your campaign’s performance effectively:

• USPS Smart Mail Barcode: This tool allows you to track when your mail pieces are delivered.
• Informed Delivery: You can track how many recipients open the USPS email and click on your campaign link.
• Retargeting Ads: Digital ads provide data on impressions and clicks, giving insight into how many people engage with your ads.
• Landing Page Analytics: Web analytics tools let you track the number of visitors to your landing page and collect leads via forms.
• Call Tracking: Use a unique phone number for your campaign so you know that calls to this number come directly from your direct mail initiative.

Direct Mail’s Continued Relevance

Direct mail is a powerful, trusted marketing tool that continues to evolve. When integrated with digital channels, it delivers the best of both worlds, enhancing your campaign’s effectiveness and measurable impact.