Direct Mail Marketing Omni-Channel Marketing

How to Make Deeper Connections With Your Consumers

6 Min Read
by Amanda Boughey

Marketers should think of marketing like dating: first impressions are crucial. Digital marketing is akin to asking everyone in the room for their number and then sending out a generic text to all, hoping for a response. In contrast, direct mail marketing is like walking up to someone, shaking their hand, and engaging in a meaningful conversation. It’s personal and leaves a lasting impression. Hence, there’s a growing shift in marketing: from the scattergun approach of digital messages, which often get lost in the noise, to more substantial, one-on-one conversations like those initiated by direct mail. Marketers are realizing that personalized and focused interactions are more effective in building lasting customer relationships.

How to Connect with Your Consumers

Consumers are swamped with ads and messages every day. Promotional emails, texts, and ads endlessly bombard our online lives. This compels consumers to use ad blockers and unsubscribe from texts and emails left and right. This leaves brands trying harder than ever to break through the digital noise. 

Getting to know your consumers isn’t just smart—it’s essential. Individuals want to be seen as more than just a sale. If you understand what motivates them, you can offer something that matters to them. The goal is not to sell products or services; it’s to build a relationship.

Understanding your consumers well is a considerable market advantage. You can predict what they’ll want next or solve a problem they didn’t even know they had. Being the solution person builds trust, and trust creates a loyal customer and advocate who is more likely to talk about your brand to their friends and family.

So, before you even think about what channel to use, think of people first. Understand their likes, dislikes, and needs. That way, when you do reach out—whether it’s through digital means or something like direct mail—you’re not just another brand shouting into the void. You’re a brand that gets them.

Email: The Good and The Bad

Email’s like that dependable friend who’s always around—reliable, but sometimes gets on your nerves. Let’s break it down:

The good

  • Quick and easy: Sending an email is easy. You can hit up thousands of people in one go
  • Cost-effective: Compared to other methods, emails are pretty inexpensive
  • Measurable: Between open rates, click-through rates, unsubscribes, and more, you’ve got data galore

The bad

  • Overcrowded: Everyone’s using email, so your message is just one in an overflowing inbox
  • Impersonal: Even “personalized” subject lines still feel like a mass message
  • Limited engagement: People skim emails. According to a study by Nielsen Norman Group, they’re less likely to absorb what you’re saying, much less act on it

While email has its benefits, it’s often like a wave across a crowded room—a digital signal, if you will. It’s efficient for quick interactions, but when it comes to fostering deeper connections with your customers, it may fall short. Remember, being noticed is one thing; being truly understood is another.

Display Ads: The Good and The Bad

Display ads are the billboards of the internet—eye-catching, but sometimes just scenery you pass by without much thought. However, they do come with their own set of perks and pitfalls:

The good 

  • Visibility: Display ads are everywhere, giving your brand massive exposure
  • Targeting: Data analytics help you get specific about who to target
  • Creative freedom: Videos, graphics, interactive elements—you name it, you can probably do it

The bad

  • Ad blindness: People are so used to seeing ads that they often just scroll right past
  • Expense: Creating and placing quality display ads can burn a hole in your pocket
  • Low engagement: Click-through rates for display ads are generally pretty low, meaning fewer people actually engage with them

While display ads get your brand in the room, they fall short in initiating meaningful conversations. It’s akin to having your picture on a billboard overlooking a busy street; it grabs attention, but seldom leads to a deeper engagement.

Digital Out-of-Home: The Good and The Bad

Digital Out of Home (DOOH) advertising is like that flashy sign you see in Times Square—it grabs your attention, but does not make you stop and engage. Let’s review the good and the bad:

The good

  • High impact: Big screens in high-traffic areas are hard to ignore
  • Flexible content: You can update your message in real-time based on data or events
  • Audience targeting: Modern DOOH can use data to target specific demographics

The bad

  • Costly: Those big, flashy screens come with a big, flashy price tag
  • Limited engagement: People see it, but very few interact with it
  • Environment-specific: Your ad is tied to a location, limiting your exposure

DOOH makes you look, but whether it makes you think or act is another story. It’s like catching someone’s eye at an event but not having a meaningful exchange.

Direct Mail Marketing: The Good and The Bad

Direct mail marketing is like receiving a handwritten letter in a world of texts and emails—it stands out. But like any strategy, it’s got its highs and lows:

The good

  • Personalized: Nothing says “this is for you” like something you can hold in your hands
  • High engagement: People tend to read through physical mail more than they would an email  
  • Less competition: Your message isn’t buried under a pile of other emails

The bad

  • Cost: Direct mail marketing is more of an investment than some other, less effective channels
  • Time-consuming: Like anything worth doing right, it takes time to plan and design the right direct mail marketing campaign
  • Evolving measurements: While traditional direct mail was harder to track, modern approaches like those used by Postie incorporate data analytics for better measurement. Adapting to these new techniques can be a learning curve for businesses used to conventional methods

So, while direct mail marketing might require a bit more up-front effort and investment, its potential for creating meaningful connections is hard to beat. It’s that focused conversation that makes you memorable and makes an impression. And with modern direct mail marketing, like Postie, you can provide that first-rate date experience. Postie helps you target and engage the right audience, while measuring the success of your campaign in real-time.

Making Your Message Matter

Just like dating, marketing is a crowded field. Whether you’re sending emails, designing display ads, or putting up digital billboards, if you want to build something lasting, you’ve got to think outside the inbox and in the mailbox.

Direct mail marketing offers that personal touch in a cluttered digital landscape. It’s not just another channel; it’s a way to make your message matter. Remember, people don’t just want to be another data point; they want to feel seen and heard. And sometimes, that means going the extra mile—or the extra stamp.

Curious to learn more? Check out these 7 Direct Mail Campaigns you can try today.

Launching DM tips & tricks to your inbox