The power of electronic marketing is hard to ignore. And, increasingly more mindful of sustainability and conservation, many marketers have chosen to let electronic and email marketing take the lead over traditional offline direct mail communication. But does that mean abandoning traditional forms of marketing? Let’s not gloss over the powerful combination of both worlds.
Yes, marketers can – and should – take advantage of both online and offline marketing. Online marketing is good – ok, if done right, it can be great and the bonus is it’s environmentally friendly. But, by blending in the right level of traditional marketing, businesses have the potential to strike a winning balance, motivating and building loyalty with even more customers than perhaps with either alone.
One prime example of multi-channel marketing is to follow up your direct mail with a targeted email reminder. Experts agree that this two-pronged outreach has shown to boost response rates by as much as double. Flexibility, timelines and ability to customize email messages make this a very targeted and cost-effective second – or third – impression.
In past issues of reMarks, we’ve also talked about another very successful example of the online-offline marketing duo that allows for an increased capture of the always-valuable email address. Since it’s Earth Day, and it’s a solid example, we’re pressing replay.
Businesses of all sizes are looking for additional cost-effective and eco-friendly ways to reach their customers. They want flexibility and choices on ways to deliver messages. They want email addresses! But what if a customer database isn’t rich with email addresses? Here’s where the successful utilization of offline marketing comes into play. By carefully targeting customers with a direct mail campaign that drives them to a branded landing page or personalized URL (pURL), you can quickly and easily collect email addresses from your customers. This is pure gold! If done right, you can also ask for other important demographic information. Just be careful when deciding on what information you’re going to ask for. No one likes a nosey neighbor and customers are cautious on the information they’re willing to give up. Requiring too much personal information can be a big turn off.
For retailers, a variation of this program can also be implemented with in-store takeaways. In this way, you’re capitalizing on store traffic and actually building a qualified prospect list. Hey, if they crossed the lease line, they must be just a little interested in what you’re selling.
Of course, no customer or prospect is going to accept your invitation to visit the landing page or pURL just because. You’re going to have to make it worth their while and give up something in exchange. It could be a special savings offer, exclusive invitation or entry into a contest or sweepstakes – just about anything that has perceived value to your customers will do the trick. Get creative! Once you have that email address, you’ve opened yet another door for communication. Be sure to use it!
