Snail Mail Will Rescue Your Digital Campaigns

For years, marketers have relied heavily on Facebook and Google to do the heavy lifting in their digital sales funnels. While these channels are undeniably effective, the sheer market size of these popular platforms makes many marketers nervous. What many marketers don’t realize is that certain analog marketing methods, like printing and direct mail, function effectively when they’re combined with wider digital marketing campaigns.

What are the benefits of direct mail?

Many marketers ignore direct mail, viewing it as expensive and imprecise. In reality, direct mail can serve as a cost-effective and highly targeted lead-generation source that you can easily integrate with broader digital marketing campaigns.

When used correctly, printing can even take a large portion of the sales-funnel load off of platforms such as Facebook and Google, thereby reducing marketers’ reliance on these digital behemoths.

Postal mail is a physical object, so it’s not as easy to dispose of as emails are. With email marketing, a simple click deletes your ad permanently. With direct mail, you are providing the person with something tangible that is more likely to elicit a response. Direct mail has more target segmenting opportunities than you might realize. You can choose the exact location of your ad recipients, which is a great strategy for real estate and other industries that depend a lot on direct mail campaigns to reach their target audiences.

Where does printing fit into a digital sales funnel?

A traditional digital sales funnel uses targeted advertising, usually from Facebook or Google, to drive traffic to a campaign landing page. There, users either take an action or, if they did nothing, be subject to a retargeting campaign.

Facebook and Google ads are effective because the two companies possess vast amounts of demographic data about their users. Many direct-mail list providers have equally detailed demographic data, allowing marketers to send highly targeted messages to potential customers. In this hybrid funnel, marketers use targeted printed marketing materials alongside Facebook and Google ads as lead generators, which direct consumers to a campaign landing page.