Using Direct Mail to Get Social Media Shares

We've talked often in this weblog almost the virtues of integrating digital and offline tactics. Most recently, we discussed how directly mail and digital marketing can be combined to maximize overall marketing effectiveness. But what well-nigh social media and direct mail?

With over 750 million daily users on Facebook alone—and a bevy of analytical tools available to categorize, segment and target those users any which fashion yous want—marketers are allocating more of their resources toward reaching potential customers on their preferred social platforms.

Likewise oftentimes, though, this transition is conducted every bit an either/or approach—with an attempt to target but certain demos on social media while continuing to target legacy mail lists with traditional tactics only. Unfortunately, that narrow approach can result in a lot of missed opportunities.

A multi-channel approach that works

Because consumers engage with a variety of media daily, it but makes sense to appoint them across multiple channels. Direct postal service and social media tin can complement one some other in a lot of ways. For example, you can:

• Apply social media to create anticipation most an upcoming direct mail offer;

• Include social icons on directly mail pieces to encourage customers to share offers;

• Post direct post campaigns direct to social media pages and more.

When used together, both channels can make current marketing more effective while delivering valuable insights for future campaigns. Here are only three cracking ways to beginning:

1. Upload your direct mail service list to better target social ads

Social sites like Facebook brand it easy to upload your existing physical mail list to discover ideal matches within their user database. Facebook's Direct Response Advertizement platform walks you through exactly how this works and how to choose the right ad types for your goals.

By matching information from your physical address list to social media users, you can create more targeted ads tailored to those prospects almost probable to visit your site.

two. Use social data to ameliorate direct mail service targeting

Online and offline data sharing goes both ways. Simply as your directly mail information can enhance your social outreach, social information can be used to ameliorate directly mail listing. Since those who click on your social ads accept already expressed involvement, it's easier to leverage that interest to gather offline information.

Consider embedding pixels in your social ads that click through to a dedicated landing page featuring not only your offer, merely also a field for entering a mailing accost. Privacy is always an issue, of course, so make certain the offer or incentive to submit such information is adequate. Once you have their physical address, you tin can transport directly mail with the aforementioned look and experience as your social media ads to reinforce your message and heave response.

 iii. Gain valuable insights into what works

If all that feels as well intrusive for the campaign you're promoting, y'all can still use the social media analytics you capture to refine your targeting. Study the demographics, behaviors and click-through data to improve segment your list, focus your messaging and strengthen your creative.

Social sites like Facebook let you delve downwardly into basic demographics—instruction, interests, buying beliefs and more—to create relevant messaging and offers that speak directly to them. Target online and offline marketing accordingly and track which messages and visuals work best with that audience.

Test a number of variables to proceed tweaking and strengthening creative, and evangelize it consistently across both channels. Make sure to measure the lift yous get when channels are combined vs. when they are isolated.

According to Target Marketing, Stein Mart recently conducted a successful direct postal service campaign that generated national exposure through viral sharing. Sending out twenty,000 postcards garnered thirty,068 total responses, due to the integration with social media.

That'due south just the tip of the iceberg, of class. With a little artistic thinking, in that location'south no limit to how you tin utilise social media and direct mail to drive traffic to the site or to the store—and heave your bottom line.

Ready to create integrated campaigns that entice prospects, catechumen customers and grow your business? Download our xxx Greatest Atomic number 82 Generating Tips, Tricks & Ideas Free!

Share this post