On Demand E-Newsletter: Multichannel Marketing: The Proof is in the Results

The proof keeps pouring in that multichannel campaigns are more effective – up to 35 percent more likely to deliver customers – than print-only programs. According to an InfoTrends study in January, 2009, that number jumps to 50 percent if the campaign is highly personalized.

While this is certainly not a brand-new discussion, the difference today is all about innovation and technology. Almost every day, new advances in both software and equipment emerge that allow marketers to identify the higher-return targets and execute campaigns that drive greater ROI.

To begin reaping the benefits of multichannel campaigns, or to increase the effectiveness of your current programs by ensuring that you are leveraging the most up-to-date options, the steps are similar. With the understanding that personalization is paramount to the success of a campaign, confirming the integrity of customer and prospect databases is a critical first step. Without the right data, even the best-designed marketing featuring powerful messaging and imagery will find its way into the recipient’s circular file. You want to be able to maximize your efforts by ensuring your database contains the latest and best-available information about your targets.

In addition, consider setting strategies that leverage trigger events, such as household moves, birthdays, retirements, other milestones, life events, credit-file changes, and purchase transactions. These can often help you target ideal times to connect with target audiences. Then, by combining the database with information gathered from credit bureaus and mixing in a demographic overlay, you can ensure you are hitting the right person at the right time with messages that will generate response.

Second, determine the right channel mix, which often consists of a combination of high-impact online and offline tools in both in- and outbound applications. By seamlessly combining direct mail with targeted e-mail, personalized URLs (PURLs) and other forms of communication such as wireless and text messaging, marketers can now reach their customers when and where they are most likely to respond. New technologies even allow perfect timing of electronic reinforcement to support direct mail using USPS Intelligent Mail Barcode tracking.

Next, a key element in securing the targets’ attention and driving response is ensuring branding consistency across all media. Delivering a similar look and feel, e-mails and PURLs should complement traditional direct mail packages, speaking to the customer with consistent images, messaging, etc. These subtle nuances – although perhaps seemingly minor – do not go unnoticed by the customer. Furthermore, the implementation of consistent, cross-media continuity programs goes a long way to building customer brand loyalty and maintaining relevance.

Once the personalized and targeted multichannel campaign has been delivered, measuring results using real-time performance metrics can provide early insights into what is and what is not working. This instant feedback allows for the enhancement and/or adjustment of the approach throughout the campaign, along with the ability to track that all-important ROI. Such careful analysis of program response enhances marketers’ knowledge of the customer, sharpens their database and lays the groundwork for future successful campaigns.

The proof is in the results: Multichannel campaigns not only increase sales, they strengthen customer relationships, enhance databases and build brands. Therefore, over time they drive even greater tangible, trackable successes.