Multichannel Marketing Made Easy

 

With so many options, it’s no surprise more than 92 percent of North American consumers shop on more than one marketing channel.

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Considering shoppers need an average of nearly six touch points before making a purchase decision, it’s clear that a multichannel marketing strategy has become a must-have.

 

Multichannel marketing is often achieved online with your website, email marketing, digital ads, social media and more. One powerful offline component that can boost your multichannel efforts is direct mail marketing.

 

According to the Heinz/PFL 2018 Multichannel Marketing Effectiveness Report, B2B marketers that use direct mail report higher overall effectiveness of their marketing versus other non-digital channels, like events, public relations and print advertising.

 

Still, it’s important to establish a presence where your customers are likely to be found – online. Fortunately, there’s a simple bundle of services that will upgrade your direct mail campaigns to automatically bring you the advantages of multi-channel marketing, specifically on Facebook and the Google Display Network. Here’s how it works:

 

You send a mailer to your defined list, driving them online to your website. The mail recipients who visit your website and later log into Facebook will see an online display ad in their newsfeed that matches your direct mail piece for a 30-day period.

 

Through a code added on your website, you can automatically repeat advertising efforts to visitors who have not purchased a product, filled out a form, etc. Plus, for 30 days, ads matching your mail piece will follow these prospects when they visit any of over a million sites on the Google Display Network.

 

Make multichannel marketing easier for your 2019 plan. Download your free copy of Marketing Insider to learn more or ask us about our integrated, multichannel solution.  We can also help with sourcing mailing lists or designing mailers and online ads.

 

Simple Ways to Personalize Your Multi-Channel Marketing Campaigns

One of the most widely embraced marketing tactics for establishing and maintaining customer rapport and loyalty is personalization. Personalized marketing leverages your customer data to individualize messaging, adding important relevancy. Personalization can be applied to most of your marketing channels: direct mail, email, social media and other digital campaigns.

Allegra Direct Mail

Though personalized marketing can seem daunting, chances are you’ve already collected basic customer data that can be used to tailor your campaigns. Studies show that any form of personalization can pay off when it comes to engaging your targeted audience. According to a report from Econsultancy, 74 percent of marketers say targeted personalization increases customer engagement.

Here are a few ways to integrate personalization into your current marketing efforts to boost engagement:

  • Using data collected from your current customer base, create your ideal customer personas and tailor your marketing strategy to meet the needs of each identified group. For multi-channel marketing campaigns, segment by group and tailor your approach based on communication preferences and customer demographics.
  • Personalize a direct mail campaign by tailoring the messaging to a desired customer experience, rather than just a target customer. A pet supply store that offers grooming, for example, could share coat-care tips with a coupon for shampoo to a targeted list of past purchasers.
  • Enhance your direct mail campaign with personalized landing pages to extend engagement and drive conversions for those who like to respond online.

Count on your local Allegra Marketing Print Mail to provide solutions for personalizing your marketing campaigns in the most targeted and practical way.

3 Easy Ways to Enhance Your Email Marketing Results

According to
Forrester, email marketing is the most direct way to reach and interact with your audience – even more so than social channels, like Facebook. The
study says that people are twice as likely to sign up for your email list as they are to interact with you on Facebook.

email marketing
Like any marketing channel, email marketing follows a “test, measure, refine” improvement process that helps marketers reach their goals. Let’s look at four simple ways to enhance your email marketing results.

Clean up your list.
Before removing anyone from your list who hasn’t been opening your emails, try to directly re-engage. A subject line such as “We Miss You,” coupled with a special offer to encourage interaction, can go a long way toward increasing your open rate. However, if you see multiple consecutive deployments go unopened or a lot of bounces, you should remove these addresses from your list.

Dedicate time to split testing.
Choose a small portion of your total list, and try some A/B testing. Send half of your list one email version while the other half gets a different email. Pick one variable (e.g., the subject line, body content, image or offer), and send the version to the whole group that gets the most opens or clicks.

This sort of testing helps to identify and refine your messaging by determining the information that’s most relevant. Try testing at different times of day and week to further impact open rates.

Choose a multi-channel strategy.
Though email is a fast, affordable and efficient marketing channel, it’s best used as part of an integrated marketing approach. According to the
Direct Marketing Association’s 2016 Response Rate Report, 44 percent of marketers used three or more channels for their marketing. These channels are often email marketing, social media and direct mail.

Contact Allegra today for assistance with setting up a multi-channel marketing campaign for your business or organization.