and where is the ice breaker?”
Every Marketing Communication Channel Used Today Has its Virtue.
In a recent article from our publication, Direct Mail Success, “Seven Smart Ways to Increase Your Email Marketing to Brilliant,” I discuss the merits of using email as a key marketing communication channel, and how to incorporate into digital marketing.
Before I explain how to get a free copy of the article, I recently wrote a report for a client in response of his question, “is there a better method to build a cold calling customer acquisition campaign?” The question got me thinking that more people may be in a similar situation of turning prospects into customers. Please follow along with the short version of DM vs. EM.
Is email up to the challenge?
The first question that I asked for the clients email program was the condition of the list. How old is your email list? Even when using a customer-contact management program or CRM with an email list, without a strong policy to verify that the email address is updated is iffy at best.
If you have an email list of prospects that receive a monthly newsletter, that’s the best place to start. However, that brings us to the second disconnect. The relevancy of a message.
I always recommend that any list used for marketing is segmented or profiled based on present customers are matched to the message. For example, you may find there are a couple of different messages you can add for relevancy. In a cold solicitation that is extremely helpful to get a better response. There is additional information on our webpage for your review and clicks taking you to additional relevant information on customer profiles.
A catchy relevant headline in the email subject is a good start. Let’s say, your monthly email open rate is 15%. The key point again is message relevancy. Today’s email templates are colorful, have catchy graphics and shorter introductory articles with a click to continue reading. Relevancy will kick up the click through rate.
At this point, doing your best on updating the list and adding a relevant message in your email, even with a 3% click through rate, your total response is probably dismal at best.
Direct Mail to the rescue?
Depending on your customers and prospective customers targeted, you’ll probably have a better direct mail list vs. the email list. Using an email list with a direct mail list will help add to your open rate.
Direct mail when used correctly (direct mail is a process of many) will yield a 2% open rate which I would bet is higher than the email open rate.
I know that multi-channel communications can bring a double-digit response, but with email and direct mail together, what should we expect for a response rate?
What happens when you put them together in one campaign?
Yes, the direct mail is significantly more expensive, but usually yields a better open rate, thus creating more initial awareness to your offer.
Then using an email as a follow-up, designed to complement the direct mail piece to maintain your brand awareness, will get stronger recognition.
In a cold calling prospect acquisition, I recommend mailing first, and email second. Make sure they both call out the same message.
By the way, the next time I’ll write about an LP, but not the 33-1/3 kind that beats digital music. The one that gets you a double-digit response rate and better data for better marketing communications.
You can download a copy of this special report, “Seven Smart Ways to Increase Your Email Marketing to Brilliant” right now!
Special bonus offer for our many, loyal followers.
Download a copy of a recent edition of Direct Mail Success, by clicking on this link. There are a variety of uses, such as a marketing tool for people in the direct marketing mail industry or people who want to learn more about the techniques of direct marketing and response.
Thanks for reading and please share. If you have any questions, please do not hesitate to ask in the comment section or send an email to firstname.lastname@example.org.