How This Applies to Home Care Marketing
Direct mail remains effective for home care because the primary decision-makers (45-65 year olds caring for parents) respond to physical mail, and it reaches people not actively searching online. Integration with digital maximizes impact—a postcard might prompt a Google search that finds your optimized website.
Effective integration includes sending informational postcards to specific demographics in your service area, then remarketing to those same households online. Or using direct mail to hospital discharge areas where families may be researching care options. Track impact through unique phone numbers or landing page URLs.
Key Takeaway
Don’t view direct mail as separate from digital—use them together. Direct mail can prompt online research; digital can reinforce direct mail messaging. Use unique tracking codes to measure how direct mail influences digital behavior and overall conversion.