Take a minute to think about your inbox. How many marketing emails are in there? How many of them will you actually open?

For most of us, email marketing has become white noise. Our inboxes are so full of ads that we tend to ignore most of them.

Unless a marketing email has an exceptionally catchy subject line or is from a brand you absolutely love, it will probably just get deleted without ever being opened.

And the same is true for your audience. Think about your email marketing metrics — what do those numbers say? Statistically, you'll probably see that at least half of your emails never get opened, much less get meaningful engagement.

So how can you get your message across? What can you do to reinvigorate your marketing?

You don't have to drop your digital campaigns — enhance them by adding direct mail! In a world overwhelmed by digital ads, physical mailers stand out. They help you make a lasting impact on your audience and set your brand apart in a competitive market.

An integrated marketing approach gives you the best of both worlds — the mass reach and fast iteration of digital plus the high impact and better conversion rates of direct mail.

The Wellness Marketing Landscape

Like many other industries, the wellness space has reached digital marketing saturation. Every brand has online campaigns, which makes it hard for anyone to stand out. Plus, the cost of email marketing and social media ads keeps rising.

This means every digital marketing campaign faces stiff competition. Consumers simply don't have the bandwidth to open every marketing email or click on every ad.

In many cases, digital campaigns no longer offer the ROI they used to. The average email open rate for wellness brands is about 49%. Click-through rates are just under 2%. (Source: Mailerlite)

Those numbers mean that at least half of your recipients don't open all (or even most) of your emails. The vast majority don't click on any of the links.

That doesn't mean your digital marketing campaigns are pointless — they can still generate leads and encourage conversions. But for most wellness brands, digital marketing isn't enough anymore.

Why Physical Marketing Still Matters

As people spend more time in a virtual world, tangible things become more meaningful. Nowadays, most people would agree that receiving a physical birthday card in the mail is far more impactful than getting a text or email.

And the same is true in advertising. Direct mail may seem like an outdated approach, but it's actually the opposite — physical marketing stands out when everything else is digital!

• Tangible
• Engaging
• Versatile
• Permanent

Direct mail tends to make more of an impact on consumers because it's memorable. People are more likely to engage with and remember a beautiful postcard than an email that looks the same as every other message in their inbox.

Statistics show that 70% of consumers feel that direct mail is more personal than digital communications. And 82% believe direct mail marketing is trustworthy. (Source: Postgrid)

Clearly, direct mail marketing is still important. Combined with your digital marketing efforts, it can be even more powerful!

How Direct Mail Amplifies Digital Efforts

• Customer journey: Using direct mail and digital marketing engages your audience via multiple channels, increasing brand recognition and appeal.
• Online traffic: You can use direct mail materials to drive traffic to your website and social media profiles. With QR codes, you can direct your recipients to specific web pages, offers, or promotions.
• Messaging: Direct mail campaigns can reinforce your online messaging and vice versa. You have a better chance of getting your point across when your audience sees it in physical and digital materials.
• Lead generation: Use direct mail to encourage your audience to join your online email list. Doing so helps you build your following and gives you more chances to reach your ideal client with your message.
• Tracking: Using email and physical mail campaigns offers more insight into your audience and gives you multiple chances to track their behavior across different channels.

A comprehensive marketing strategy that incorporates digital and direct mail can be more effective than a single-channel approach.

Digital + Direct Mail: Strategic Integration Techniques

• Timing: Plan your direct mail and digital campaigns strategically so they resonate with each other for maximum impact.
• Message consistency: Keep your overall message the same across all your channels.
• Design continuity: Create a seamless experience for your audience by using the same visuals and design elements in digital and print materials.
• CTA clarity: Don't confuse your audience by giving them too many things to do! Pick one or two clear calls-to-action, and use them throughout your digital and direct mail campaigns.

It's crucial to create a cohesive brand experience for your audience. Keeping your visuals, messaging, and CTAs consistent builds trust with your potential customers and helps your brand stand out.

See how direct mail helped [brand name] reach its goals

[Client success story, if desired]

Get Better Marketing Results With a Winning Strategy

1. Audit your current marketing efforts. Identify the elements and messages that are doing well vs. those that aren't.
2. Look for gaps in your customer journey so you know what you should focus on in your next campaign.
3. Adjust your marketing budget to incorporate direct mail.
4. Develop a timeline to design your campaign, create physical and digital assets, and implement them without rushing.
5. Monitor the results to determine how your new approach is working. Use metrics and customer feedback to optimize your next campaign.

If you want to see outstanding results from your next marketing campaign, add a direct mail component. You'll reach your audience in a new way and make your brand stand out from competitors in your space.

If you're not sure where to start with direct mail, we'd love to help. Our team of marketing experts will help you design and implement a strategic direct mail campaign that fits your audience and aligns with your goals.

Ready to get started? Let's talk!