Close your eyes –
Imagine directly reaching consumers online – just like you do offline with direct mail but at a much higher frequency of touches!
1. Cross-selling tactics in a multi-channel marketing.
It’s not a dream. I read this morning in Direct Marketing news many corporations do not or lack the resources to fully engage with their consumers. For example, many marketers know cross-selling tactics in a multi-channel marketing campaign can be quite successful by increasing touches, but a lack of talent and commitment from the corner office is part of the problem.
There are probably many other reasons but you won’t hear any doubting from direct marketers. A direct marketer would jump at the change to present a relevant message to a consumer numerous times without breaking the budget.
2. Direct marketers know a good touch when they see one.
It’s in the direct marketers DNA to go after the consumer tooth and nail. For instance, they write powerful copy. Direct marketers know they need an offer no one can refuse. Dazzling design pulls the reader into the mail piece. Some say frequency of messages is like finding a pot of gold.
If you try that with direct mail only, it may cost you a pot of gold. There are no discounts for re-mailing. That’s where cross-selling and multi-channel marketing tactics can save their budget. Email and social media come to mind. Relevancy and frequency in messaging can cause a consumer to stop and take notice.
3. Consumers like to play coy.
Successful marketing people like using direct marketing and mail techniques. The direct mail skillset was built through the last 60 years in the direct marketing and direct response industry. It’s an industry that started to flourish after World War II and quite frankly, the fundamentals and techniques of direct mail and marketing are ideal in meeting two concerns of today’s marketers – 1) get people to buy a product and 2) how to reach the consumers efficiently.
In today’s economy, prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with your brand. They want to make their own decisions. This decision could be in two weeks or two months before they make a purchase.
With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for your consumers to gather. That’s a big reason frequency is an important direct marketing tactic.
4. Make sure your list of data works for you.
Smart marketers know the most important component of direct marketing and mail is the list of names. If you have a bad, old list of consumers, circa 2013, whatever you spend on that particular marketing campaign is wasted money.
If you have never built a consumer database, there is no better time than the present. Direct marketing and mail work much better with an updated database. So does social media. Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great list is lengthy.
Customers are happier because they now receive relevant messages. Revenue increases with every marketing campaign. Data is the business lifeblood needed to succeed with a growing business. Start today. Read my post on LinkedIn. It’ll get you on the right path, right now.
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Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.