Ask yourself what happens when people stumble upon your corporate website. Chances are, the answer is “Nothing!” No direct mail tracking, lead generation, etc. Direct marketing to customers through a multi-channel approach provides you the feedback you want to know – who is interested in your product/service, is your message working, does day of the week or time affect responses, what links on the email or PURL are the most visited, and much more.
By linking your Direct Mail and Internet Response Channels you get two powerful response vehicles working together to:
Improve direct mail response rates.
Provide relevant content in response to preferences.
Engage responders in more meaningful dialogue.
Convert responders' preferences into revenue.
The Direct Marketing Association (DMA) did a study in 2006 that found 42% of direct mail recipients prefer to respond online. Today everyone is on the go, all the time and may not have time to pick up the phone during business hours. Having the recipient go online gives them the flexibility to respond whenever it is convenient to them. They are thus more likely to respond.
The most successful multi-channel campaigns reach consumers in a sequenced and consistent manner. Combining different multi-channel solutions into one campaign reinforces the marketing message and brand and increases response rates. Two critical components to effective multi-channel marketing are:
Creating relevant offers via personalization: As the number of personalization elements increases from 1 to 7, the click-through rate more than triples, increasing from 4.7% to 14.8%.
Coordination & management of multiple marketing channels: Research shows companies that follow up emails with other direct communication realized an increase of 5-10% in their response rates.
A Multi-Channel strategy creates an ongoing conversation with the customer. So a campaign should have continual touch points with the recipient to increase response rates and activity. Whether you want to gather customer data or entice customers to complete a survey, a combination of our direct mail, PURLs, and email campaigns can help get the results you are looking for.
For more information about Response Element's Multi-Channel and Drip Marketing capabilities, call us today at 866.836.8099