Is your e-commerce brand sending direct mail yet? If not, what’s stopping you?
Sure, direct mail may be a traditional medium, but it certainly isn’t outdated. Today, e-commerce brands of all sizes can easily automate direct mail just like email. This allows e-commerce marketers to benefit from the efficiencies and strategic targeting of marketing automation as well as the high response rates of postcard marketing.
In fact, some of the biggest e-commerce brands are thinking outside of the box with direct mail and realizing phenomenal results.
3 Benefits of Direct Mail Marketing in E-Commerce
While your business may operate solely online, this doesn’t mean all of your marketing should, too. Read on to learn about a few of the benefits of direct mail marketing automation in e-commerce.
1. Direct Mail Helps E-commerce Brands Stand Out.
Chances are, the majority of your customers are suffering from some form of digital fatigue—just like most Americans. The amount of messaging we all receive on a daily basis through screens is just too much. The digital landscape is becoming increasingly cluttered, noisier and, quite frankly, more annoying each day. It is a messy, competitive space in which marketers fight for consumers’ increasingly overwhelmed attention spans. Direct mail gives you access to another playing field entirely—one that is favorable to marketers:
- The mailbox is actually becoming less competitive. The US Postal Service handled 50 billion fewer pieces of mail in 2016 than in 2008.
- For every $167 spent on direct mail, marketers sell $2,095 in goods.
- Direct mail’s average household response rate is 5.1%, according to the Direct Marketing Association. Compare this to 0.4% for social media and 0.6% for email and paid search
2. E-commerce Postcards Build Trust.
Building trust and loyalty is critical to the success of most any e-commerce brand. But it can be difficult for online companies to establish authenticity in the eyes of consumers, even as online shopping becomes the norm. Postcard marketing helps e-commerce marketers break through this barrier, because postcards have a unique, innate emotional effect. Consumers will be more likely to trust your brand if you send direct mail simply because mail is tangible. According to a USPS study, direct mail makes a significantly stronger emotional impact than digital ads, resulting in brand recall up to one week later.
3. Direct Mail Improves E-commerce Website Traffic.
While direct mail’s high response rates make it a great channel for conversion, it is also well suited for re-engagement and re-targeting. There are a number of highly effective direct mail re-engagement strategies, but there is one often overlooked built-in retargeting tactic that can be a boon for just about any e-commerce brand.
When you send direct mail that drives consumers to your website, you improve the quality of your website traffic. This is because a prospect who is arriving via mailer is going to have to type in your url, or a personalized url (purl). This small layer of friction is going to weed out lower quality leads. Anyone who is going to go through the effort of typing out a url is likely going to spend some time looking at your content, improving time on site and bounce rate stats. Additionally, the use of a trackable url allows you to measure the performance of your direct mailers and continue to refine your targeting.
Is it Time to Add Direct Mail to Your E-commerce’s Marketing Strategy?
Even in e-commerce, an online industry, limiting yourself to online marketing can lead to mediocrity. To compete in today’s increasingly competitive digital landscape, you need to reach prospects online and off.
The most effective e-commerce direct mail campaigns we see at Inkit are omni-channel. This means they are pieces of larger strategies encompassing direct mail, email, mobile, push, social media and more. And this isn’t a marketing phenomenon limited to our client base. According to Royal Mail Group, direct mail can lift online campaigns by as much as 62%. So, what are you waiting for?
Are you ready to integrate automated direct mail into your multi-channel marketing strategy? Send us a message at firstname.lastname@example.org and we’ll get you started right away.