Rather than just relying on one channel to target and engage with prospects, campaigns typically have better success when multiple channels are combined together.

1. HOW TO
COMBINE
DIRECT MAIL
&
SOCIAL MEDIA

2. THEY ALL HAVE THE SAME GOAL.
FINDING WHERE YOUR PROSPECTS
ARE AND ENGAGING WITH THEM
ACROSS THOSE CHANNELS
CROSS CHANNEL MARKETING IS EFFECTIVE
Rather than just relying on one channel to target and engage with prospects, campaigns
typically have better success when multiple channels are combined together.
Labelled as cross channel marketing, multi channel marketing, omni-channel marketing etc.,
they all have the same goal. Finding where your prospects are and engaging with them across
those channels

3. WHY DOES A MULTI CHANNEL APPROACH WORK?
There are many reasons why this works so well. Firstly, people differ with the channels they
are more receptive to receiving communications from. Finding out the preferred channel for
each customer persona is a powerful position to be in. You will see an improvement in
responsive rates and an overall boost in your campaign.
Secondly there is the channel medium. Different types of messages have a better success
rate on different channels. For short, punchy messages, SMS text messages should be your
go to. Longer, thought provoking messages would be better portrayed over email.
MULTI CHANNEL MARKETING IS GREAT BUT IT DOES HAVE ITS CHALLENGES.
IF THIS IS NEW TO YOU, WE WOULD RECOMMEND STARTING OFF WITH TWO
CHANNELS. AND, AS IF BY MAGIC, THIS ARTICLE WILL LOOK HOW TO COMBINE
TRADITIONAL WITH DIGITAL MARKETING METHODS, SPECIFICALLY DIRECT MAIL
AND SOCIAL MEDIA.
.

4. ...THIS METHOD CAN BE USED WITH YOUR DIRECT MAIL CAMPAIGNS.
ACTIVELY INVITE PEOPLE TO START A CONVERSATION WITH YOU ON
DIFFERENT CHANNELS. IN YOUR NEXT MAIL CAMPAIGN INCLUDE YOUR
SOCIAL MEDIA HANDLES AND MAYBE THROW IN A HASHTAG OR TWO.
HOW DIRECT MAIL CAN BE USED TO START
A CONVERSATION ON SOCIAL MEDIA
How many times have you been watching your favourite TV show, cup of tea in hand,
and a #hashtag appears in the corner of the screen? This is a great way to encourage
engagement and for the TV networks to collect and share viewers opinions.
By using a single tag, responses can be monitored in real time...

5. USING A QR CODE IN
DIRECT MAIL
There has been a lot of debate in the industry over whether QR
(otherwise known as quick response) codes are effective
anymore. We would argue yes! Whilst not everyone has a QR
reader installed on their phone, some people do.
DON’T IGNORE THIS. ADDING A QR CODE TO DIRECT MAIL ISN’T A BIG
TASK AND IS AN EASY WAY TO GET PEOPLE TO ENGAGE WITH YOUR
BUSINESS OVER SOCIAL MEDIA. WHY NOT TRY CREATING A FACEBOOK
LANDING PAGE WITH A SPECIAL OFFER? LANDING PAGES ARE A GREAT
WAY TO ENCOURAGE MORE CONVERSIONS AS THERE ARE LESS
DISTRACTIONS ON A PAGE COMPARED TO YOUR BUSINESS PROFILE.

6. FOR EXAMPLE, YOU COULD SEND OUT SUNFLOWER SEEDS AND
INSTRUCTIONS, SAYING WHOEVER GROWS THE HIGHEST SUN FLOWER
WINS! TO ENTER PEOPLE MUST SHARE PHOTOS OF THEIR FLOWERS
OVER FACEBOOK AND TWITTER WITH THE HASHTAG
#SUNFLOWERCOMPBIRCH.
WHO DOESN’T LOVE A COMPETITION?
Competitions are a tried and tested way of capturing prospects’ attention. Come on,
who doesn’t love the chance to win something? Why not promote a competition
through direct mail, but actually run the competition on social media

7. GET YOUR HANDS ON A PROJECTOR AND SCREEN, AND SHOW
PEOPLE THEIR TWEETS AND INTERACTION WITH A LIVE TWITTER
WALL. INCENTIVISE PEOPLE TO ENGAGE BY OFFERING A PRIZE TO
THE BEST TWEET OF THE NIGHT.
RUN A CROSS-CHANNEL EVENT
Events are another great way of combining tradition with digital marketing
methods. Why not send out handwritten personal invites for a special event.
Encourage engagement over social media by asking people to tweet during the
event using a hashtag. company… a lot!

8. ...FOR EXAMPLE, USE FACEBOOK,
TWITTER ETC. TO REALLY GET TO
KNOW PEOPLE AND WHAT THEY
CARE ABOUT. THEN SEND OUT
MAIL AND PROMOTIONAL ITEMS
THAT RESONATE WITH THEM.
TIME TO GET PERSONAL…
Personal and targeted campaigns have much better success rates than generalised
ones. Direct mail can be uber tailored to the prospects’ interests that are listed on
their social media sites...

9. PROMOTION,
PROMOTION,
PROMOTION,
SAVING OUR BEST IDEA TILL LAST. DRUMROLL PLEASE… USE
DIRECT MAIL TO SEND OUT A SALE OR PROMOTION BUT ONLY
OPEN IT UP TO THOSE WHO FOLLOW YOU ON A CHOSEN
PLATFORM. WE WOULD RECOMMEND CHOOSING A PLATFORM
THAT HAS YOUR LEAST FOLLOWERS AND ENGAGEMENT…
A GREAT WAY TO BUMP UP SOME NUMBERS!

10. IF YOU DO DECIDE TO GIVE ONE OF OUR SUGGESTIONS A TRY, OR HAVE
A GREAT IDEA YOURSELF, PROMISE US THAT YOU’LL DO ONE THING…
TRACK! TRACK THE SUCCESS OF YOUR CAMPAIGN, SEE WHAT WORKS,
WHAT DOESN’T AND AREAS THAT NEED A BIT OF TWEAKING!
UNTIL NEXT TIME… HAVE A GREAT DAY!
WRAPPING UP
Sadly, that brings us to the end of our blog, we hope you have found it useful and you’re now
eager to try out some of our ideas! Come on… we dare you!
Whatever term you prefer, multi, cross or omni, give it a try as others have and with great
success too, “73% of marketers state that cross channel marketing had a major impact on
conversion rates” - Salesforce

11. TO READ OUR BLOG ON
THIS SUBJECT, VISIT:
www.birchprint.co.uk/blogs
THANK YOU!