Email Helps Multi-Channel Marketing Efforts

Reaching your customers requires giving them a choice about how they will engage with you. This is perhaps because letting your customers choose how they want to interact with you gives them more control, and that makes them more responsive to your message. Direct mail continues to be an effective channel, but integrating your direct mail with an email marketing campaign can boost sales, making it a critical component of multi-channel marketing efforts.

Dollar for dollar, email provides the most impact for the lowest cost. As with the variable data options in direct mail, email allows you to create a personalized experience. However, the ease with which you can test and change the variable elements of your email campaign makes doing so a cost-effective way to experiment with targeted messages, subject lines, and offers.

Multi-channel marketing works. Integrating email with direct mail yields open rates of about 33%— higher than the 15% to 25% average open rates for email alone, and higher than direct mail response rates alone (Econsultancy / Responsys Cross-Channel Marketing Report, 2013).

Almost three-quarters of marketers use email in their multi-channel mix because it let’s you drill down to tailor messages to specific verticals. Email is not only affordable but often delivers a higher return on investment. Additionally, email offers immediate customer intelligence. You can craft new messages, test new data sources and apply the findings to other digital channels you may not have considered. There is no downside to adding an email campaign to your marketing strategy. However, as with any direct marketing campaign, your success is tied to the quality of your data. Learn more about building a responsive multi-channel marketing list.


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