growth of modern online marketing and its integration with traditional
advertising has created a communications overload, in which the average
consumer may hear or see as many as several thousand marketing messages
every day. Marketers and business owners looking to overcome this noise must develop effective cross-media strategies. Cross-media
marketing campaigns use different channels to promote
each other. This might include direct mail, email marketing, radio, television, podcasts, social media posts, print ad campaigns, landing pages and more.
The use of direct mail has shown significant positive feedback when
it comes to measuring the response rates of cross-media marketing
campaigns. According to a recent statistic in Deliver magazine,
customers who were sent a printed catalog to the magazine’s website not
only logged more time on the website but also purchased 28% more of
the product on average than customers who were not mailed a printed
This is not to say that direct mail should replace online marketing,
but rather that the two should be integrated into a combined marketing
campaign. Direct mail is most effective when it drives the customer to a
website or landing page. Online marketing is most effective when the
customer interacts with an online entity like filling out a form, giving
the marketer or business owner product or service leads, or by sharing
the site through social media. This integrations is the key to successful cross-media
Increasing response rates of cross-media marketing campaigns does not
have to be expensive or time-consuming. Something as simple as direct
mail postcards can help build a business when integrated with online
Two great ways to integrate:
1. Use a postcard campaign to collect email addresses and basic information
Email addresses are a cost-effective way to keep tabs on your current
and potential clients. Several popular email services even allow the user to track email openings and
clicks, so the sender can better understand a campaign’s effectiveness.
However, you can’t track email responses without obtaining emails, and a
postcard campaign is a great way to reach out to potential clients who
would otherwise never know how or where to register.
2. Have postcards point potential consumers to a landing page
Landing pages are critically different than a website’s homepage in that
a landing page lists only the information necessary for your selling
point, whether it’s an offer, special or product promotion. A
homepage often lists more products and information that might be
otherwise distracting. Websites allow browsing; landing pages are a direct sales pitch. They guide the customer through a sale or intended interaction.
The two major benefits of direct mail:
1. Ability to target the ideal consumer
Few products and services are attractive to everyone. By outlining the
characteristics of a company’s best customers, a model of who best to
target in a direct mail campaign can be achieved. This could mean
targeting by gender, age, income level, and more, allowing a mailing
campaign to reach the people who might be most receptive.
2. Increase your responses
While online marketing strategies are awesome, great response rates
of cross-media marketing campaign consistently point to the necessity of
direct mail. This is because direct mail continues to be opened at
greater rates than email advertisements.
Whether you are in the marketing business or are a business owner
looking to increase company marketing effectiveness, integrating direct
mail and online advertising is the best way to influence response rates
of cross-media marketing campaigns.