I had another interesting conversation with a business owner about SEO, direct mail marketing and online marketing. It seems that a lot of people are still thinking of direct mail as one method, SEO as another and email marketing as another. But I’d like to share five ways you can use online marketing AND direct mail together to create a powerful marketing campaign…
#1: Find Them Online, Connect With them Offline
People are burnt out with email. The response rates and delivery rates for email are dropping so drastically that it doesn’t make sense to depend only on email as a means of reaching customers. Why not collect your prospect’s physical addresses and offer to send them something via old fashioned snail mail? You’ll get less form submissions, but your follow ups will appear more credible and they’ll have a much better chance of getting a response.
#2: Use Direct Mail for Existing Customers
If people have already bought from you, don’t just email them. Put them on a follow up campaign and send them a good, printed offer (newsletter, catalog) every month, or twice a month. If they’ve bought from you already, there’s a good chance that they’ll buy from you again, and using direct mail will make it easier to get their attention than if you just use email.
#3: Use Direct Mail In Addition to SEO
If customers aren’t finding you via Google, you need to find another way to connect with them. Why not use direct mail? You can always put an offer on your direct mail flyers for them to like your company's Facebook page or to sign up for your email list as well as your physical mailing list.
Of course, I recommend that you keep working on getting to the first page of Google, but using direct mail will help you get in front of the people who may otherwise never find you on the internet.
#4: Use PPC & Facebook Marketing to Build Your Physical Mailing List
One is always the worst number in marketing, so why depend on email alone? If you’re getting a lot of emails from your users, but your email response rate is low, it’s probably because you’re relying on email only. If you ask for a physical address and offer to mail them something in exchange for giving their contact information, you’ll have more than one way to reach your customers. You’ll be more visible and, if your Google PPC and Facebook marketing campaigns are well written, you’ll get more responses than you could by just using email.
#5: Offer Shippable Products
If you’re only selling virtual products, you could be missing out on some opportunities to test higher price points. This is especially important if you’re selling information products or software. Digital products are great, but people still love getting packages in the mail. So instead of only offering digital products, try creating a physical product with a higher price point. You’ll find that people who prefer shippable products are a different breed of consumer. They’re more value focused and usually willing to pay more money.
There you have it, five ways to use direct mail to make your online marketing more profitable. If you have other ideas, be sure to tell us about them in the comments!