Combining Direct Mail with Digital Response
Better Together
Direct mail is highly effective. It puts your exact message in the hands of people most likely to buy. But unless you give them an easy way to answer your call to action, you’ll lose their interest. That’s where using direct mail with a digital response really shines. Use direct mail to generate leads and then digital marketing nurtures those leads and turns them into customers
Making it Easy
By putting a QR code on direct mail, you make it simple, easy, and immediate for your prospects to shoot the code and go to a landing page designed to provide instant gratification. Using QR codes allows for a seamless transition from offline to online communication.
The Cherry on Top
Another benefit of using QR codes is that it allows for more accurate tracking and measurement of campaign success. By linking the QR code to a specific landing page, you can track how many recipients scanned the code, visited the page, and converted. This data can then serve to optimize future campaigns and better target prospects.
20%
Increase in ROI for multi-channel ad campaigns that include direct mail1
28%
Increase in conversion rate for ad campaigns combining direct mail with digital landing page2
450%
Increase in response rate by combining direct mail with other digital advertising2
84%
of GenZ surveyed have received a direct mail piece with a QR code leading to an online interaction3
9.7%
The average conversion rate for landing pages4
86%
Number of top landing pages are mobile-optimized5
48%
of marketers build a new landing page for each new campaign6
Bibliography
- PFL: The State of Multi-Channel Marketing 2020
- UBI: Direct Mail Marketing Statistics 2021
- CMDG Inc: Direct Mail Surprise: GenZ Response 2022
- Unbounce: Conversion Benchmark Report 2022
- Nifty Marketing: Landing Page Study 2020
- Marketing Experiments: Registration Forms 2022
