In today’s increasingly competitive landscape, marketers must get creative with their campaigns, coordinating messaging across various channels to drive customer action and set their brand apart.
Direct mail, in particular, has proven to be an effective marketing tactic when combined with other channels. In fact, in one survey of 75 selected marketing decision-makers, 63% said coordinating direct mail and digital campaigns increases response rates. But only 27% said they “always” coordinate direct mail and digital.
Popular marketing tactics including influencer marketing, paid ads, lead generation and content distribution can be particularly helpful in driving action at the early stages of the customer journey—awareness and desire.
To reach consumers dropping off after those initial stages, combining direct mail with digital marketing can be hugely effective, driving them into the later stages of evaluation, transaction and loyalty.
Through the USPS® Informed Delivery® feature, USPS Informed Visibility® notifications, retargeted direct mail and digitally enhanced mail, marketers can easily take their campaigns to the next level while pushing their target audience further along the customer journey.
Digital Innovations for Direct Mail
Read a brief overview of each innovation before we dive into their applications.
With the Informed Delivery feature, marketers have three distinct opportunities to drive customer action, all with a single mailpiece.
Once customers sign up for the Informed Delivery feature, they can use the Informed Delivery dashboard, app or email notification to see a preview of their mail before it arrives. This is considered the first touchpoint.
They can also access complementary digital content, called “ride-along content”—the second touchpoint. This may be a newsletter sign-up, a link to your social media platform or an exclusive discount.
Finally, at the third touchpoint, they can open the physical mailpiece and respond to any included offers.
Through Informed Visibility notifications, you can see when customers receive your marketing mail, then follow up with timely, relevant digital campaigns—whether via paid search, paid social media or emails.
This allows you to create highly coordinated campaigns that help keep your brand top of mind, driving customers to act.
Retargeted Direct Mail
Retargeted direct mail allows you to automatically send out mail to users taking specific actions on your company’s digital channels, whether they’re interacting with your website, app or social media.
By setting triggers for specific online actions, complementary direct mail can arrive in customers’ mailboxes within a few days of the digital interaction.
Digitally Enhanced Mail
By offering customers highly immersive, interactive experiences, digitally enhanced mail can help set your brand apart.
Omni‑Channel Applications for Direct Mail Innovations
See how these innovations can be used in tandem with the latest marketing tactics to create campaigns that convert.
By combining direct mail innovations, such as the Informed Delivery feature, Informed Visibility notifications, retargeted direct mail and digitally enhanced mail, with the sophisticated marketing tactics mentioned above, companies can bring their campaigns to life.
Not only does this help spur customer action and keep their brands top of mind, it also sets their companies apart from the crowd, establishing them as modern, cutting-edge businesses that know what consumers want—and know how to deliver.
As you begin creating your own omni‑channel campaigns, look back on these examples for inspiration and guidance.
- “Direct Mail Conversion Research,” USPS, Feb. 2019.
- Exterior images are only provided for letter-size mailpieces that are processed through USPS’ automated equipment. Package tracking information on Priority Mail®, Priority Mail Express® and other trackable parcels is also provided.
- QR Code is a registered trademark of DENSO WAVE INCORPORATED.
- “2019 Location-Based Marketing Report: Insights into Location Data Use, Benefits and Opportunities,” sponsored by Factual, independently conducted by Lawless Research, 2019.