Let The Force Be With You…

The force of physical AND digital marketing…

Whilst it’s well known that digital marketing is a fantastic format for allowing you to communicate with your target audience, especially through the many social media platforms available, physical marketing such as direct mail is still holding a firm place in many marketing campaigns.

Many companies have switched their focus from direct mail to digital marketing, a key trend in today’s fast and modern marketing campaigns. Previously, marketers had claimed that it can be too challenging to measure return on investment (ROI) and profitability from direct mail and it is very unlikely to build the same strong client relationships that are formed through digital media.

However, direct mail sent through the post remains a very successful, engaging and interactive physical marketing communication format that can influence the recipient to make an impulsive decision and follow the direct call to action (CTA).

Royal Mail’s Market Reach Guide to Door Drops reported that 80% of the UK’s top advertisers include door drops2 in their marketing mix.

While emails can easily be deleted or end up in a junk folder, by also including a physical piece of direct mail businesses can communicate to their clients ensuring their message gets across to their audience in the most effective way.

Mail is generally remembered by customers with research showing it has 35% better recall than social media advertising and 49% more than email. (Royal Mail Market Reach Guide to Door Drops)

Both digital and physical marketing solutions have significant benefits and combining them will enable you to personally engage with your target audience, understand their needs, increase brand awareness and connect on an emotional level.

90% of campaigns that included door drops saw an increase in new customers, compared to 59% of those without. (Royal Mail Market Reach Guide to Door Drops)

By fusing both physical and digital mail you can ensure that your marketing message is seen but not forgotten. Digital mail is quick to absorb, easy to read and is ideal for delivering informal communications. Physical mail grabs our attention and allows us to communicate and engage on a deeper level. Physical mail is also a valuable way of showing your target audience that you value them; this helps to build strong relationships and encourage positive engagement and interactivity.