Cross Media Marketing with Smarter Direct Mail 


Smarter direct mail campaigns should be a part of every enterprise’s cross media marketing strategy. While conventional direct mail offers a high ROI, its effects are further enhanced when direct mail implements tracking metrics like QR codes and PURLs along with digital outreach in the form of e-mail marketing. As regulations change the way data is gathered and analyzed to accommodate consumer privacy concerns, many businesses are turning to conventional marketing methods to ensure that their brand messaging reaches their target demographic. Merging digital outreach with direct mail can help increase sales, strengthen brand recognition, and maintain loyal consumership with your customers.

How to Integrate Direct Mail with Cross Media Marketing

Direct mail is a tactile, three-dimensional form of advertising that connects a consumer to your brand in a visceral way. Conventional direct mail alone, however, doesn’t yield as good of results as mail pieces that integrate modern technology. One of the best ways to merge digital with print is to make following your digital channels part of your mail piece’s CTA.

Requesting that mail recipients follow your business’ social media accounts or subscribe via e-mail for special offers and promotions is a great way to connect your customer to your business in-person and online.

Another great strategy for improving your direct mail’s ROI is to place QR codes and PURLs into your copy. A QR code is a scannable icon that can take your recipient straight to a landing page of your choosing, such as an e-mail subscription form, an exclusive coupon or discount, or to view a short video. Additionally, PURLs—which involve generating personalized URLs for each mail recipient—can direct users to personalized shopping carts based on previous purchases, special offers like BOGO deals, or to complete a customer satisfaction survey. Since QR codes and PURLs are customized to each recipient, these tools provide reliable metrics for analyzing the effectiveness of your direct mail campaigns.

Benefits of Smarter Direct Mail

Smarter direct mail can make a big impact—especially when it is used as part of a comprehensive cross media marketing strategy. Pairing smart direct mail with digital marketing gives businesses a competitive advantage. One aspect of direct mail marketing that is especially powerful is the fact that this mode of communication occurs in real-life. Your mail piece is a physical representation of your brand that extends far beyond the web. When you integrate direct mail with digital marketing, you can cultivate stronger brand recognition among consumers, which helps set your business apart from others. The increased visibility afforded by robust cross media marketing helps foster long-term and loyal relationships with your customers.

The ROI on direct mail is higher than digital advertising but when direct mail is sent shortly after digital outreach, its ROI increases even more. According to research conducted by AI Technology Insights, businesses saw a 60% increase in ROI when digital interactions were followed up with personalized direct mail campaigns. An example of following up with direct mail after digital interaction involves sending personalized discounts in the mail after a consumer makes a purchase online. This tactic promotes brand loyalty and higher engagement. Gallup found that syncing direct mail with digital interactions increases consumer loyalty by 25%.

If you’re interested in developing a winning cross media marketing campaign that includes smarter direct mail, give the experts at Pel Hughes a call. We pair cutting-edge technology and advanced printing techniques with client-driven service. We offer database services, campaign automation, smarter direct mail, and graphic design. Call us at (504) 486-8646 or request a quote online.