Welcome to the new era of direct mail marketing. Where the tried-and-true power of direct mail meets the innovative capabilities of digital advertising to create more effective omnichannel campaigns.
And the best part? It’s not nearly as complex as you might think.
Innovations have made bridging physical and digital easier and incredibly worthwhile. See how you can leverage smart design, strategic targeting and the latest technology to create perfectly targeted, high-impact direct mail that helps ensure your brand is front and center in today’s crowded marketplace.
1. Clearly Define Your Goals
What are your objectives for each touchpoint in the customer journey? Are you driving awareness, engagement or conversions? Once you understand the behaviors and preferences of your customers, you’ll be able to define where a physical touchpoint like direct mail can make the most impact.
Top Tool: Map direct mail into your marketing funnel with the help of Customer Journey Strategies
2. Seamlessly Integrate Direct Mail with Digital
You’re probably already using AI and other tools to support robust digital campaigns. The same can be applied to direct mail. AI insights can be used to personalize mailpieces just like dynamic digital ads. Common creative platforms enable seamless design updates, turning digital work to print layouts.
Top Tool: Learn more about Mail’s New Dynamic Journey
3. Easily Track and Measure
Smart technology makes direct mail much easier to track and measure now. Incorporating a QR Code®,[1] personalized URL (PURL), NFC chip or even augmented reality not only bridges the experience for users but also provides real-time visibility much like digital ads. The USPS Informed Delivery® feature also can help you see how your campaign is working and with whom.
Top Tool: Get up to speed on the latest innovations that help connect and convert
4. Discover Effortless Automation
Direct mail isn’t a random one-off attempt. Campaigns can be scaled and automated using the latest CRM platforms. Coordinate mailings with email, SMS and social ads, and set up triggered responses to consumer behavior. Repeat, personalized messaging ensures consumers connect with your campaign, and direct mail can play a pivotal role.
Top Tool: Use Marketing Automation to its full potential
5. Optimize Performance
For continued success, know what KPIs you can and should track. In addition to the usual focus on response rate and conversions, pay attention to the value direct mail campaigns bring. Done right, cost per acquisition is likely lower than you might expect. Plus, direct mail-acquired consumers tend to spend more and purchase frequently,[2] a welcome sign of longer lasting, thoughtful engagement.
Top Tool: See the potential ROI using this Marketing Impact Calculator
6. Explore USPS Resources
The direct mail experts at USPS are here to help you get a smart start with learning resources, tools and inspiration. Explore and enjoy the potential of Irresistible Mail. Dive into Direct Mail 101. Expand your knowledge with even more lessons in the USPS Marketing Education Portal.
Key Takeaway
A lot of these steps may sound familiar for digital-first advertisers. The exciting news is that today’s direct mail offers many of the same technologies and conveniences, plus the value of sky-high engagement. For marketers looking to foster a stronger connection between brand and consumer, adding a physical touchpoint to complement digital has never been more doable—and more essential.
Footnotes
keyboard_arrow_down- [1]QR Code is a registered trademark of DENSO WAVE INCORPORATED. arrow_right_alt
- [2]Jonathan Z. Zhang, “The tactile advantage: How direct mail is outpacing digital in enhancing consumer experiences and advertising performance,” November 18, 2024. arrow_right_alt
