Best practices for incorporating direct mail into a multi-channel marketing strategy

Businesses that employ a multi-channel marketing strategy should make consistent use of direct mail. The multi-channel approach is quite effective at reaching potential customers and engaging them in content. Out of the multitude of typical marketing channels, the best is direct mail. Let’s take a look how it can be an integral part of a multi-channel marketing strategy.

Direct mail has many distinct advantages over other marketing channels. A direct mail campaign should initially be incorporated with a test message. Don’t commit to a single message right off the bat. Direct mail affords you the flexibility to test a variety of messages to see which approach works the best. While other marketing channels can be quite costly to produce, direct mail is very affordable in comparison. If your initial test message doesn’t produce the desired results, you can still afford to tweak it until you’ve found something that works.

Another clear advantage of a direct mail campaign is that it enables a business to strive for several different goals. With direct mail, your customers are more likely to keep your advertisement around and they might consult it more than once. This means that it is the ideal platform to tout your company’s other marketing efforts on different channels. Use direct mail campaigns to inform potential customers about these efforts. Tell them all about your company’s website and social media presence on Twitter, Facebook etc.

Simply put, a direct mail campaign has the potential to do more than inform customers about your products and services. It has the potential to reinforce other aspects of the business, including its diverse marketing efforts.

Direct mail also allows a business to alter its message based on the time of the year. Other more expensive marketing channels don’t permit such flexibility. Direct mail campaigns can be timed with precision to capitalize on seasonal changes, economic changes and just about any other current event in order to maximize response rates.