A common challenge for CMO’s is getting their email
marketers to acknowledge that there still is a direct mail group alive and well
within their company.
Meanwhile, according to the DMA, many marketers are
reporting a dramatically higher response rate to direct mail than
they did in the 1980’s. Yet, direct mail is not perfect: it is not
instantaneous on either delivery or feedback, it requires multiple steps to
execute, and if used unwisely (last week’s blog) it can be expensive.
Email doesn’t get a free pass on this either,
though. It’s all over the news, we are inundated with mass email.
According to a recent article in the Wall Street Journal titled “Take Back
Control of Your Email Inbox Without Breaking a Sweat" there are multiple
software companies that specialize just in automating unsubscribes and inbox
delivery. And social media continues as the newest bright shiny object, while
it shows little to no ability to attain measurable effectiveness as a true
direct marketing channel (even though we intuitively know it is).
Combining channels for direct marketing has been shown to be
consistently more effective than any single channel strategy. The reason for
that is simple. Our customers are engaging us, instead of the other way around.
And they’re doing this through their channel of choice, whenever and wherever
they choose.
The INTEGRATions App from SG360 was designed to specifically
allow a single platform for managing the integration of email, direct, and
social media all within Journey Builder. INTEGRATions provides a single
interface to manage an automated customer journey, including data, content,
delivery, and response both offline and online. It allows for triggered
direct mail executions based on a customer action.
Teamwork
Bringing email and direct mail into a single team effort
works. A Brand Science study showed a 62% lift in ROI for
digital campaigns that included direct mail. So what are
the smart plays for this improved team approach?
- Win Back/Reengagement - Reconnect with customers who are no longer engaging with your email via direct mail
- Email Opt In - Drive email opt-in with Direct Mail and Purl, and QR code campaigns
- Abandoned Cart or Big Ticket Browsing - Send a direct mail triggered by an abandoned cart, site visit, or by simply browsing for a product category
- Preference Management - Abide by the customers channel preference and deliver newsletters, birthday cards and invitations via the channel they chose, email, mobile or direct mail
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