Omnichannel Marketing: Integrating Print & Digital for Maximum Impact

Direct mail campaigns are much more effective when combined with digital marketing tools – and vice versa. Recent surveys show that if you want to go for maximum impact, the best solution is to use an omnichannel marketing approach.

A U.S. Postal Service (USPS) white paper titled The Future of Direct Mail is Here and It’s Dynamic reported the following:

• 40% conversion rates when digital and direct mail are combined.
• 68% of marketing respondents said combining digital and direct mail increased website visits.
• 60% of marketing respondents said combining digital and direct mail increased ROI.

Multiply Your Impressions
Omnichannel marketing lets you turn a single direct mailer impression into multiple impressions across different platforms, repeating and reinforcing your brand messaging while building your relationship with your audience. The typical rule of thumb is that the number of touchpoints needed to make a sale is six to eight, but many marketers believe that figure is much higher. The answer is to integrate a range of digital marketing tools into your print campaign, multiplying the number of touchpoints and impressions it generates.

Boombox^® by Southeastern is a robust marketing solution that uses a variety of print and digital tools to deliver between eight and 32 impressions per mail piece. Designed to support omnichannel marketing campaigns, Boombox offers a menu of highly effective features, including:

• Social Match: Increases the number of touchpoints by matching Facebook and Instagram accounts to your direct mail distribution list, delivering branded social media ads to those feeds before, during and after the mailer hits.
• Informed Delivery^®: This USPS program sends an email to your mail recipient showing an image of your mailer prior to delivery – adding another impression to your campaign. USPS reports 39% of marketing respondents reported an increase in website traffic when using Informed Delivery.
• Call & Text Tracking: Boombox can record every call and track every text you receive as a result of your direct mail campaign, giving you the opportunity to reply and engage with potential customers, delivering additional touchpoints.
• Online & Social Media Follow-Up: If a potential customer visits your website as a result of your mailer but leaves without taking action, your branded digital ads automatically show up on the Google Network, directing the visitor back to your site.
• Retargeting: Boombox also can record contact and demographic data for every campaign recipient who engages with your brand, letting you add another touchpoint by sending a customized follow-up mailer. This year, you can even save on postage when you retarget prospects by taking advantage of the USPS Continuous Contact promotion!

Recent Boombox Enhancements: Addressable Geo and Personalized QR Codes (PQRs)

Addressable Geo captures users at the businesses you wish to target. Simply provide us with the decision-makers' titles, and we'll align them with your client list. This targets your ads directly to their devices, generating high-quality leads.

With Personalized QR Codes (PQRs), your company logo can be applied to your QR codes, boosting brand recognition, trust, and scan rates—creating a seamless brand experience from mailbox to mobile. Whether it's postcards, brochures, or catalogs — PQR Codes enhance your brand recognition, boosting your offer on all print and direct mail campaigns.

Track Your ROI

Tracking the effectiveness of your marketing campaign is just as important as enhancing it with tools like these. Your Boombox dashboard enables you to see exactly when your direct mail pieces hit target mailboxes, and lets you follow the response to your campaign in real time.

No matter what industry you are in, integrating print and digital tools into your marketing campaign ensures you have left no stone unturned in engaging your target audience. Boombox provides a one-stop, omnichannel marketing solution designed to save you time and increase your campaign ROI.

For more information on omnichannel marketing or to schedule a demo, contact your Southeastern representative, or email sales@seprint.com.

Amplify Your Direct Mail Campaigns

Ready to see engagement skyrocket? Request a demo of Boombox today to see this powerhouse tool in action.