Illustration of an omnichannel marketing strategy showing various digital and traditional marketing methods interconnected

The Downsides of Digital-only Marketing Campaigns

When’s the last time you stepped back and evaluated your brand’s marketing mix? You may be surprised at how much you rely on digital and email channels to get the job done.

>> Related: Retaining Customers with Direct Mail Marketing Solutions <<

While digital methods may seem like a no-brainer to expand your reach at a reasonable cost, ignoring the power of print can do more harm than good. Here’s why an omnichannel marketing strategy works:

  • It adds to inbox clutter. If you’re relying on one channel to break through, you’ll get lucky with some people — but it’s going to be difficult. Direct mail has an open rate of 90%, compared to the 23% open rate of email marketing.

The good news? Research shows that 79% of households report reading or scanning their postal mail every day.

  • It can’t reach everyone. Did you know that it can take up to 12 touchpoints before a consumer makes a purchase decision? These touchpoints should encompass a wide range of channels and strategies — both online and offline. Where and how are your customers most likely to consume your content?

Digital marketing comes with limitations in terms of reach and visibility. Seventy percent of Gen-Xers are more excited to discover what the mail brings every day. And 47% of Millennials went to a brand’s website only after receiving direct mail.

By neglecting traditional marketing avenues such as print or direct mail, you could be excluding a huge portion of your target market from your marketing efforts.

  • It’s not personal. One of the key flaws of an exclusively digital marketing strategy is the lack of personal connection with your audience. While digital channels allow for mass communication and automation, they don’t offer the personal, tangible touch that comes with face-to-face interactions or personalized interactions, such as in-person events, phone calls or direct mail campaigns.

Remember, data drives decisions, but personalization drives conversions. Today’s direct mail is data-driven and it’s highly personalized. It allows brands to reach smaller audiences with a higher relevance and ultimately a higher return. When prospects are away from their computer or mobile device, they’re in a different mindset.

Explore the possibilities

By combining the power of online data with traditional direct mail, you can ultimately connect with your customers on a deeper level through an omnichannel marketing strategy. Contact us today to learn more about turnkey solutions to take your omnichannel marketing efforts to the next level.