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Sure, direct mail may be a traditional medium, but it certainly isn’t outdated.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. (Click here to find out which 3 surprising brands are growing with direct mail).
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.
3 Benefits of Direct Mail Marketing in E-Commerce
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 more cluttered, noisy and, quite frankly, annoying each day. It is a messy, competitive space in which marketers fight for consumers’ increasingly limited attention. Direct mail gives you access to another playing field entirely—one that is favorable to marketers:
- The space 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% (compared to 0.6% for email, 0.6% for paid search, and 0.4% for social media), according to the Direct Marketing Association.
E-commerce Postcards Build Trust.
Building trust and loyalty are critical to the success of most any e-commerce brand. 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.
Direct Mail Improves E-commerce Website Traffic.
While direct mail has generally high response rates and is thus a great channel for conversion, it is also well suited for re-engagement and re-targeting. 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 a purl is likely going to spend some time looking at your content, improving time on site and bounce rate stats. Additionally, the use of a purl allows you to strategically track the performance of your direct mailers and continue to refine 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.
At Inkit, the most effective e-commerce direct mail campaigns we see are omni-channel. This means they are pieces of larger strategies encompassing direct mail, email, mobile, push, social media and more. According to Royal Mail Group, direct mail can lift online campaigns by as much as 62%
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.