Building a strong omnichannel strategy is a lot like cooking up a great recipe. When you have the right mix of ingredients and perfect timing, you can create something amazing.
The same goes for marketing. Combining the right channels amplifies your message and builds your bottom line. Our recent webinar, A Marketer’s Recipe for Omnichannel Success: Direct Mail’s Role in Your 2025 Strategy, explored these themes and sparked some fantastic audience questions.
We put direct mail in the spotlight, looking at how it cuts through digital bloat and delivers real results. We also talked about how mail easily fits into broader campaigns using tools like CRM, ESP, or MAP. For marketers looking to step up their game in 2025, blending online and offline channels is the ultimate secret weapon.
Now, let’s jump into the top 10 questions from the webinar – answered with practical, actionable tips to help you fine-tune your omnichannel strategy.
1. How do I ensure consistent messaging across channels, including direct mail?
Consistency starts with a unified creative process. Use design tools like Figma or InDesign to create templates that align with your brand guidelines. With Lob, you can integrate with your design tools to make sure your direct mail creative reflects the same messaging, imagery, and tone as your email and social campaigns.
2. Do you recommend a certain cadence for direct mail and other channels?
The ideal cadence depends on your audience and goals, but a typical strategy involves starting with a direct mail piece, following up with email or SMS, and then looping back to mail. For instance, send a postcard announcing a sale, follow up with an email reminder when it’s delivered, and close the loop with a final direct mail offer two weeks later.
3. Do you have benchmarks for direct mail alone versus omnichannel touchpoints?
Yes, omnichannel campaigns consistently outperform single-channel efforts—for any channel. For example, combining direct mail with email can boost response rates by as much as 40%. In financial services, layering direct mail with digital ads often results in significantly higher ROI than using direct mail or email alone.
4. Can we use Lob for a one-off monthly campaign?
Absolutely! Lob supports both automated workflows and one-off campaigns. For single campaigns, you can easily upload a list of recipients, design your creative, and launch directly from Lob’s dashboard—no heavy automation needed.
5. Does Lob integrate with other systems, and how exactly does that work?
Yes, Lob integrates seamlessly with most CRMs, ESPs, and MAPs through native connections or webhooks. You can trigger direct mail pieces automatically based on specific actions, such as adding a contact to a campaign, updating a list, or completing a milestone in your workflows. This flexibility ensures you can easily incorporate direct mail into your existing systems and processes, no matter which platform you use.
6. Does Lob gather addresses if I upload a contact list, or do I need to provide them?
Lob requires accurate recipient addresses to process mail. However, if you don’t have addresses, Lob can enrich your contact list using available data like email addresses to generate mailing addresses, ensuring your campaigns reach the right audience.
7. Does Lob provide direct mail creative services, or just the integration?
While Lob doesn’t design creative assets, we offer comprehensive specs, templates, and guidance for building effective mail pieces. Our team can also provide strategic advice to help you align your creative with campaign objectives.
8. What are some best practices for sending mail to prospects?
When sending mail to businesses, personalization is key. Addressing the mail to a specific decision-maker can help ensure it reaches the right hands. For example, if you’re an insurance marketer, you could use segmentation within your CRM (like HubSpot) to tailor offers based on the company’s size, location, or specific needs, such as team health coverage.
9. What are some unique ways to personalize direct mail?
Use customer data to personalize beyond names. For example:
10. What’s the best way to get started with direct mail as a new channel?
Start small but strategic. Choose a specific audience segment, such as dormant customers, and send a targeted offer. Pair it with email for measurable results, using A/B testing to refine your approach. Over time, you can scale and integrate direct mail more deeply into your omnichannel campaigns.
Did you miss the webinar? Watch the full recording here and gain even more insights into crafting your perfect omnichannel strategy.
