Digital to direct mail is getting more recognition as more brands started to invest in this channel as a part of their omni-channel marketing strategy.
Recent survey by the Interactive Advertising Bureau (IAB) revealed that Direct to Consumer (DTC) brands are moving beyond traditional digital advertising and investing more of their marketing budget in offline marketing channels such as digital to direct mail.
Is Digital to Direct Mail Making a Comeback?
While DTC brands allot most of their budget to digital marketing efforts, they still allot a portion to traditional marketing efforts – the most popular being is direct mail.
According to IAB’s study, customer satisfaction is one of the top objectives for DTC brands paid media advertising. With offline marketing efforts like direct mail, customer experience is less disruptive and, in a way, more respectful. It also extends brand awareness beyond the digital world into something more tangible. It is a sensible move as the competition online tightens and customer acquisition costs rises.
Adding Respectful “Personalization”
If direct mail, on its own, drives customers with High Lifetime Value (LTV), adding personalization on top of that through interest and intent data empowers digital to direct mail to drive higher LTV.
With digital brands being programmatic by design, data driven decision making is a key competitive advantage versus big brands. Learning about user interest and intent has helped many brands in creating and delivering relevant messages in their online efforts.
Once marketers find their target customers online, the next step is to find effective ways to reach them offline. Since most purchasing decisions are made at home, direct mail makes the perfect tool for marketers.
OverflowWorks.com’s Direct Mail Marketing uses the best data sources to help you find the perfect target matches so you get the best response from your campaign. Our tools and algorithms set the marketing industry standard. Rest assured, we are gathering accurate data on your prospects. Targeting the right audience at the right time and place equals to sale.
Multi-touch attribution is key to understanding the one-to-one connections between consumers and brands. To achieve this, there should be a true one-to-one connection made across devices.
However for DTC brands operating in an omni-channel world it’s a different case. There are various different touch-points across digital and physical making it a bit impossible to connect online to the physical world. Marketers need to find an attribution model that works across both.
OverflowWorks.com bridges the gap. Our solutions connect conversions with direct mail sends regardless where the conversion happened allowing our DTC Brand partners attribute clear value across channels. It allows them to measure gradual lift to attribute specific OverflowWorks.com Direct Mail contribution to profit.
Direct mail is where it all began for us. At OverflowWorks.com, we continue to believe in its effectiveness as direct mail evolves into a highly refined, data-driven tool. Direct Mail’s effectiveness above new media channels is foreseen to dominate the marketing landscape in the years to come. Call us for a consultation.