Online marketing goes hand-in-hand with direct mail marketing. At Alexander's, we've always said that your marketing and advertising efforts will be stronger when you combine the two. They are incredibly powerful on their own, so imagine what you can accomplish with both!
Actually, you don't have to imagine much longer. Here are three trends we think are most helpful for your online and print marketing efforts.
Online Marketing Follow-Up
Once someone has read your postcard, and had a positive response to it, they'll visit your website. And, unfortunately for your ROI, that's where it ends. Google Analytics reports that 96% of browsing people will leave a website without taking action if they're visiting for the first time.
That doesn't do much for your business, does it?
Online marketing, however, helps your postcard retain its original effectiveness when you use follow-up. You can advertise to your intended clients across Google and other browsers by using cookies. Your customers will keep seeing reminders about your products until they're ready to come back and buy something from you.
Social Media Follow-Up
Much like the above, you can reach out on social media to make sure visitors to your site keep coming back. Facebook, Instagram, and Pinterest all allow advertising, which you can use for specific customers if they've looked at your site before. And since we're on social media so many hours of the day, this is bound to be effective.
Wouldn't it be nice to know roughly when your clients will be picking up their mail and seeing your postcard? You would be able to plan for phone calls wanting more information, targeted social media posts reinforcing that data, and more.
With mail tracking, you can do these things! Implementing such a feature into your system would let you see when mail is scheduled to arrive in mailboxes. You can better be able to staff customer service representatives at that time, plan on social media, and engage with the campaign.
These trends are most effective because of the way they combine social media and internet browsing to your print on both ends. It's difficult to try just digital or print on its own. Keep on top of tracking and reminder systems by using these trends, and you'll see your postcards pay off!