How to Make Your Digital Ads More Powerful with a Mail Marketing Service

 In today's crowded digital landscape, standing out amidst the constant flow of online ads can be challenging. 

As businesses seek innovative ways to capture consumer attention, the combination of digital marketing strategies with traditional direct mail has emerged as a powerful solution. 

In fact, coordinating digital and direct mail marketing can increase response rates by 63%, website visits by 68%, and leads by 53%, according to the United States Postal Service.

In this article, we'll explore how leveraging a mail marketing service can enhance the effectiveness of your digital advertising efforts, drive engagement, and maximize your return on investment (ROI).

The Resurgence of Direct Mail in a Digital Age

Amidst the saturation of digital advertising, traditional direct mail is experiencing a resurgence. 

Its tangible nature offers a unique opportunity to cut through the digital noise and capture the attention of target audiences in a more personal and impactful way. 

By integrating direct mail with digital marketing strategies, businesses can create cohesive, omnichannel campaigns that reinforce brand messaging and drive consumer engagement.

Why Retargeting Matters

Retargeting or remarketing is a crucial component of effective digital advertising. It allows businesses to reconnect with users who have previously interacted with their website or digital content but have not yet converted into customers. 

Here’s how it can work with digital marketing and direct mail:

1. Your target customer sees your digital ad online. They interact with it, probably by clicking on it. But they don’t follow through with a purchase or inquiry.

2. Digital marketing software knows who this customer is, including their address. This can be used to send your target customer a personalized piece of direct mail about your product or service within 12-24 hours.

3. Your customer engages with this piece of direct mail, either by scanning a QR code, using a promo code or coupon, or even by visiting your business in person. 

4. Depending on what move your customer makes, you can continue to try and advertise to them online or make them a repeat customer.

This personalized approach not only increases the relevance of the marketing message but also enhances the likelihood of conversion.

It’s particularly effective for cart abandoners, lifting conversion rates by as much as 300-400%.

Effectiveness of Digital Marketing and Mail Marketing

Both digital marketing and mail marketing offer unique advantages in reaching and engaging consumers. 

Digital marketing excels in its ability to reach a broad audience quickly and measure campaign performance in real-time. 

On the other hand, mail marketing provides a tangible, tactile experience that can leave a lasting impression on recipients. Customers will often hang on to physical mail, which keeps your brand name on their mind without you having to spend more money.

USPS research shows that physical advertisements leave a longer lasting impression than digital ads.

By combining these two channels, businesses can leverage the strengths of each to create integrated campaigns that drive brand awareness, foster customer loyalty, and ultimately increase sales.

Calculating Your Marketing Budget: Maximizing ROI

When businesses combine digital ads and direct mail marketing, they report a 60% increase in their ROI, according to the USPS.

Determining how much to invest in combined digital and mail marketing efforts requires careful consideration of several factors: 

1. Start by setting clear campaign objectives and identifying your target audience.

2.  Allocate budgetary resources based on the expected cost per acquisition (CPA) and projected return on investment (ROI). 

3. Measure the performance of previous campaigns to refine future budget allocations and optimize marketing spend effectively.

You can calculate how much your direct mail marketing campaign may cost on USPS’ website. The average cost of a digital ad on Google is $0.63-$2.69 per click.

Final Thoughts On Combining Digital and Mail Marketing

In conclusion, integrating a mail marketing service with your digital advertising strategy offers a compelling opportunity to enhance campaign effectiveness and achieve measurable results. 

By leveraging the strengths of both digital and traditional marketing channels, businesses can cut through the noise, deliver personalized messages, and drive meaningful engagement with their target audience. 

Embrace the resurgence of direct mail in the digital age and position your business for success in a competitive marketplace.

Top Specialties To Look For In Your Next Mailing Company

Not all mailing companies are the same. 

When choosing one for your business or organization, you should first check to see if they specialize in the type of printing you need. 

Different industry sectors and types of printing jobs require different capabilities from their mailing companies. 

Mailing security, regulatory compliance, and available equipment are all factors to consider. 

In this article, we'll outline the main specialties that mailing companies can serve, and the biggest things to look for when choosing a business that claims to be a good fit for your organization.

Promotional Printing: Flyers, Brochures, Coupons

Promotional printing is essential for businesses seeking to market their products or services effectively. Whether it's flyers, brochures, or coupons, promotional materials serve as powerful tools for attracting and engaging customers. 

When selecting a mailing company for promotional printing, focus on print quality, customization options, and turnaround time. 

Choose companies that offer a wide range of printing capabilities, including variable data printing for personalized promotions tailored to individual recipients. The ability to create coupons, QR codes, and other extras that will boost your business goals are also key.

Make sure to inquire about the level of their design services: Do they offer complete customization? Or just templates. Do you have to provide the design? Or do they do it themselves?

Statement Printing

Statement printing involves the production and mailing of financial documents, such as bank statements and invoices, to customers or clients. 

Accuracy, reliability, and security are critical considerations in statement printing, as these documents contain sensitive financial information. 

When choosing a mailing company for statement printing, prioritize companies with advanced data processing capabilities and secure printing facilities. 

Make sure the mailing company you choose is SOC II Type 2 Compliant: This means they follow stringent security protocols, including the safeguarding of customers’ digital data, as well as physical restrictions at their printing facilities.

Also consider companies that provide value-added services such as document tracking and reporting to enhance transparency and accountability in financial communications.

Government Printing: Election Materials, Tax Documents, Bills

Government printing covers a broad spectrum of materials essential for civic operations, from election materials to tax documents and utility bills. 

When selecting a mailing company for government printing, prioritize those with experience in handling sensitive government documents and a proven track record of compliance with regulatory standards. 

Ensure that the company has stringent security measures in place to protect data confidentiality and integrity. (See the SOC II Type 2 requirements.)

Additionally, consider companies with expertise in managing high-volume printing projects and meeting tight deadlines, especially during critical periods such as elections or tax season.

Healthcare Printing

In the healthcare industry, printing plays a crucial role in patient communication, education, and compliance.

From medical forms and appointment reminders to informational brochures and prescription labels, healthcare printing requires precision and adherence to strict regulatory standards, including HIPAA regulations. 

When choosing a mailing company for healthcare printing, opt for those with specialized knowledge of medical terminology, privacy laws, and industry-specific requirements. 

Look for companies that have secure data handling processes and a commitment to patient confidentiality. 

Additionally, consider companies that provide personalization, especially when dealing with appointment reminders.

Choosing The Right Mailing Company For Your Business

Now that you know what to look for in your next mailing company, we hope you’ll be able to find a business that can meet your needs.

While it’s important to find a mailing company that specializes in your industry, keep in mind that some mailing companies have multiple specialties. 

L & D Mail Masters has over 30 years of experience in mail printing and management, including for businesses that need healthcare, government, promotional, and statement printing services. 

When choosing your mailing company, make sure to conduct thorough research, request quotes, and ask the proper questions. 

Explore what L &D Mail Masters has to offer here.