Effectively Blending the 3Ds of Direct Marketing: Data, Design and Delivery
Number 1: Data
Let’s start with data, which for the purposes of this article revolves around your prospect list and what you know about them. For a multi-channel campaign, your mailing list will need to include postal addresses, phone numbers, and email addresses and be sent to the same decision-maker. This becomes slightly more complex in a multichannel campaign than a single channel campaign. It’s best to consult with an experienced list broker to assist you through this process, such as our experts here at Prisma.
Sometimes, acquiring email addresses for all postal records on a rental file is tricky. One way to work around that is to profile your customers, using a multichannel database, then select names from that database with identical characteristics.
You can also enrich your data using external data sources, such as consumer demographics, regulatory filings, and credit ratings to add depth to your customer profiles. Then, with the data you’ve collected you can segment, or select customers by behavior, particular demographics, profitability, or other metrics. That will help you speak to customers in more relevant ways.
Number 2: Design
Obviously, your design should follow and reinforce your brand, but that still leaves the door wide open when it comes to creative execution. Audience consideration is the next driving element of your design. Is it a younger audience? Families? Homeowners? You get the idea. This will help your creative team gear the copy and the visual messaging to the right audience. Don’t forget the offer and call to action … a major component of your campaign, and therefore, a major component of your creative.
Ensure all marketing collaterals contain a consistent design or theme. Your email HTML should contain the tagline, logo, colors, images, and other identifying marks used in the print piece, as well as landing pages.
Additionally, the channels must reference each other – an email newsletter can include an active website link and a brochure can bring the buyer to a custom landing page through a QR code. The email subject line can repeat the envelope copy or a prominent line in the postal piece. Feature the personalized URL in every piece, link to it from your emails and make sure the page offers concise information on your specific offer. Always create custom landing pages that are identical to your print offer or campaign.
Number 3: Delivery
Definite rules are hard to come by when it comes to delivery, but there are guidelines you can follow. But be sure to check back with the experts in the field because information changes constantly in this industry.
That said, in most cases, the first email should hit within a week of the arrival of the mail piece. The printed piece goes first because it has a longer shelf life. Emails should continue at regular intervals. A good rule to implement is sending two emails for each print piece produced.
Combining the 3Ds
Each channel has its own strengths – direct marketing mail feels more legitimate and has a longer shelf life. Email, online and telemarketing are interactive. The channels have different benefits. But the message should be the same throughout. And when you combine the channels effectively with expert data, motivating design, and calculated delivery… the results can be dramatic.
If you’re looking to create a motivating multichannel direct marketing campaign, give us a call today at 602-243-5777; ask for Sandy Mattson.