Have
you ever wondered how using multiple channels impacts your results? A recent
study from Demand Metric / PFL gives some insights. In this study, “2019
Multichannel Marketing Report,” which surveyed 579 marketers, researchers asked
how many channels respondents were using and how happy they were with the
results.
The
study found that two-thirds of study participants use between three and five
channels for their campaigns. Fewer respondents use six or more channels, but
those that do are getting better results.
How Many Channels Are You
Using in Your Campaigns?
1 Channel
|
3%
|
2 Channels
|
11%
|
3 Channels
|
29%
|
4 Channels
|
21%
|
5 Channels
|
17%
|
6 Channels
|
5%
|
7 Channels
|
4%
|
8+ Channels
|
6%
|
Next, researchers asked participants to rate the effectiveness of their efforts. Consistently, respondents using more channels reported getting better results:
·
7+
channels: 77% report good or very good response rates
·
4-6
channels: 69% report good or very good
response rates
·
3
or fewer channels: 61% report good or
very good response rates.
Adding
channels boosts results!
Which
channels should marketers integrate? It depends on their marketing goals,
budget, and available time and resources. But direct mail comes in very high as
a component of these campaigns. When asked which channels were the most
effective at reaching their target audiences, 78% of respondents cited
“integrated, branded, personalized direct mail” as being effective or very
effective and 61% said traditional direct mail is effective or very effective. Not only this, but 80% of study participants
report that direct mail directly improves multichannel campaign performance.
When
it comes to multichannel marketing, there is no magic bullet, but there are
some trends we can count on: 1) well crafted, integrated multichannel campaigns
get better results, especially when those campaigns include direct mail; and 2)
all types of direct mail are powerful, but especially those that are branded
and tightly integrated with the other channels being used.
What does a well-crafted, branded, integrated
direct mail campaign look like? Let us show you.Please give us a call at 440-946-0606
Or visit our website here for more information.
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