Take the guesswork out of choosing whether to invest your marketing dollars in a direct mail campaign or a digital marketing campaign. We aim to inform you on what measures are used in comparing the two types of campaigns along with stats and findings about each of the campaign types.
All Leads And Offers Are Not Created Equal
Every industry is different and what marketing strategies work for some, may not work as well for others. While some leads may be worth thousands of dollars for one company, another company may only gain hundreds of dollars per lead.
With that in mind, our goal is to break down the right strategy for your company based on the value of a lead.
Table of Contents
Direct Mail Marketing
Pros:
- Direct mailers can target audiences that digital ads can’t such as:
- Those in the market to buy a home
Reach consumers based on their religious affiliation
- Direct mailers have more surface area for advertisers to display their product or service
- Lots of unique options to choose from
- Can be more personalized and seen as more personal than digital marketing
Cons:
- Direct mail marketing usually cost more money
- Can require more work to set up
- Too expensive for national advertising
Direct Mail Marketing Stats
- Up to 90% of direct mail gets opened, compared to only 20-30% of emails.
- 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
- Direct mail has a median ROI of 29%
Types Of Direct Mail Campaigns
- Post Cards
- Envelope
- Brochure
- Flyers
- Coupons
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Digital Marketing
For the purpose of this blog, we are going to section our digital advertising out by the type of ad and marketing style. We will be grouping Social Media, Display Advertising and Video Advertising based solely on how they speak to the user. While Search Engine Marketing and Email Marketing will remain their own marketing channels.
Social Media - Display Advertising - Video Advertising
Platforms that offer these types of “Online Billboards”, are to help you gain brand recognition and awareness. Their platforms are great for companies just starting out and are looking to gain exposure in their market.
These types of ads have very low conversion rates, but help to increase your search traffic. They can also serve as a reminder since many of these ad types allow users to “Retarget” visitors that land on their website. Platforms like Google and Microsoft, allow users to upload a customer list for audience use. However, to run these ads there are a number of restrictions an advertiser must meet.
Search Engine Marketing
Search Engines allow companies to bid at the top of search results. These ad units are great options for anyone looking to capture an audience based on keyword search. Unlike other digital ads, this one only allows images on ads containing a product and focuses solely on a combination of keywords and audiences.
Email Marketing
Email is set to have the highest ROI (Return On Investment), based on its low cost and consistent messaging. However, the average person receives over 65 emails a day and only has time to open so many of them. This is why when it comes to emails, messaging and having an accurate email list is everything and getting someone to complete a transaction may take multiple attempts.
Pros:
- Fewer upfront costs
- The majority of the people in the world use their cellphones daily
- More customizable to the potential client
Cons:
- Take more technical skills to set up
- Some ads require a certification
- More day-to-day attention
- Higher level of competition
Digital Marketing Stats
- Email Marketing has a median ROI of 124%
- Social Media has a median ROI of 30%
- Paid Search has a media ROI of 23%
- Online Display Ads have a median ROI of 16%
- As of July 2018, 52.95% of people use Mobile compared to 43.11% on desktop worldwide.
- Nearly 90% of video marketers call video a good return on investment.
Types Of Digital Marketing Campaigns
- Social Media
- Search Engine Marketing
- Display Advertising
- Video Advertising
- Email Marketing
No Waiting…No Hassles
Online Count and Order System
Combining Your Direct Marketing and Digital Marketing
Synchronizing your direct mail campaign and digital marketing campaign can take form in a few ways. There is a WedID service that will remarket to your website traffic, via direct mail. Another strategy is to upload your address list and/or contact list into a digital marketing campaign, strictly targeting households and 1 km around the address to receive your digital ads. A new strategy many are taking advantage of is new customer mirroring. This is when a data company uses your current marketing lists and through machine learning, can pull high-value prospects. These omnichannel datasets are perfect for campaigns looking to use direct and digital marketing strategies as part of their omnichannel marketing experience.
No Waiting…No Hassles
Online Count and Order System
The Best Campaigns Start with the Right Mailing List
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