10 actions to grow YOUR business through multi-channel marketing
What You Will Learn Today…
$ $ $ Postal Costs UP Paper Costs UP Acquisition Costs UP Response Rates, Lifetime Values, and Profits ALL DOWN Direct Mail Industry at a Crossroads
Mailable Universes Shrinking and the Direct Mail Industry is In Crisis ACTIVES EXPIRES
Multi-Channel Success in Traditional Direct Mail Verticals Publishing Telecommunications & Cable Credit Cards Catalogs Non-Profit Insurance Direct Mailers Cutting Volume and Shifting Budgets to Online Into Multi-Channel Platforms
What is Multi-Channel Marketing? INTEGRATED…..OUTBOUND…..DIRECT MARKETING…..VIA MULTIPLE CHANNELS Direct Mail Email Marketing Telemarketing Focus today on DM and Email Search engine marketing and TV Infomercials are not outbound direct marketing channels Mobile Marketing
Multi-Channel Marketing is Critical Because Consumers Today have MORE…
Demand for Convenience
The NEW Age-Old Adage of Direct Marketing REACH THE………… RIGHT CONSUMER WITH THE….. RIGHT OFFER AT THE….. RIGHT TIME VIA THE….…….….. RIGHT CHANNEL
The 10 Laws of Multi-Channel Marketing MYTH or FACT??? Introducing the …… Michael Dan
DIRECT MAIL AND EMAIL RESPONDERS ARE DIFFERENT CONSUMER SEGMENTS #1 MYTH!
Datran Media & Alliant Data Joint Research Study Direct Mail Consumers Email Consumers 52% Match Rate The Same Customers Transacting via Direct Mail Are Also Transacting via Email
New Insights in Consumer Multi-Channel Preferences The SAME consumers are buying from BOTH direct mail AND email channels
44% have bought Family-Oriented products from BOTH channels
40% have bought Beauty and Diet products from BOTH channels
Demographic Profiles are MUCH More Alike than Different Direct Mail vs. Email Age Income Direct Mail Email Email INDEX Gender 36 5% 14% 70+ 60 9% 15% 61-70 109 24% 22% 51-60 113 27% 24% 41-50 122 22% 18% 31-40 186 13% 7% 20-30 70 16% 23% $100K+ 93 14% 15% $75 - 100K 114 24% 21% $51 - 75K 113 26% 23% $26 - 50K 111 20% 18% HHI < $25K 82 56% 68% FEMALE 138 44% 32% MALE
INTERNET SOURCED LIST RENTALS DO NOT PERFORM WELL IN DIRECT MAIL #2 MYTH!
Datran Direct delivers internet sourced postal and phone direct response hotline list rentals m onthly , w eekly , and EVEN d aily Winning Categories: Merch Buyers Auto Insurance Credit Card Applicants & Rejects Debt Consolidation
Case Study with Leading Multi-Channel Agency Red Clay Media Compiled Lists vs. Internet Sourced Lists
PRODUCT: Elective Medical Procedures with $3K price point per procedure
INTERNET LIST: Target 0-30 day active direct response email consumers
BUYING PROCESS: Direct Mail Inbound Telemarketing Doctor Appointment
KEY PERFORMANCE INDICATOR: Cost Per Appointment
Direct Mailer in the Health Care Industry
Internet Sourced List Outperformed Compiled Lists in EVERY Market 46% LOWER CPA 30% LOWER CPA 42% LOWER CPA
INTERNET SOURCED SELF REPORTED CONSUMER DATA IS NOT ACCURATE #3 MYTH!
Internet Sourced Self Reported Postal Data Is Very Accurate
Consumers want to get something from online registrations – Mortgage, Credit Card, Life Insurance Policy, etc.
Many websites validate consumer Registrations at point of entry
Datran Direct validates all postals nightly – Delivery Point Validation, CASS Validation
78% of self reported postals PASS Delivery Point and CASS Validation
Dates of Birth are confirmed accurate (except January 1 st spike)
High match rates with national consumer databases ( Alliant, Acxiom, Experian, IBehavior )
TARGETING RECENT RESPONDERS IS MORE IMPORTANT FOR EMAIL THAN FOR DIRECT MAIL #4 FACT!
Recency is More Important for Email than for Direct Mail
Direct mail consumers have a much longer “shelf life” than email consumers
Direct mail recency measured in months and quarters (response 95% complete in 60 days)
Email recency measured in hours and weeks (response 95% complete in 5 days)
Email recency is predictive of DM response BUT DM recency is NOT predictive of email response
DM buyers did not perform any better in email than random consumer selects
Email inboxes are MUCH harder to reach than postal mailboxes
Only 1 mailbox but consumers have multiple email inboxes (1.4 per person on average)
Expired and undeliverable email addresses MUST be removed from lists
Delivery to the email inbox is NOT guaranteed like delivery to the postal mailbox
Consumers use email inboxes for different purposes (transactional vs “disposable” emails)
SENDING RELEVANT MESSAGES IS CRITICAL FOR DIRECT MAIL BUT LESS IMPORTANT FOR EMAIL #5 MYTH!
Relevant Messages are as Important For Email as for Direct Mail
Irrelevant messages in direct mail are costly and wasteful at $.50/unit
Irrelevant or inappropriate email messages are risky because they lead to high spam reports and complaints
Internet Service Providers (ISPs) monitor consumer spam and complaint ratios very carefully
Excessive complaints and high undeliverable bounce rates cause BAD things to happen
Loss of whitelisted bandwidth
Complete shutdown of delivery channel
CONSUMERS USE EMAIL FOR SHOPPING BUT RELY ON DIRECT MAIL FOR BUYING #6 MYTH!
Consumers Use Email and Direct Mail for both Shopping AND Buying Consumers Do Not Have a Preferred Contact Strategy SUCCESSFUL MULTI-CHANNEL CONTACT STRATEGIES LEVERAGE THE STRENGTH OF EACH CHANNEL TO DELIVER SPEED AND CONVENIENCE AND ENABLE MULTIPLE BUYING PATHS
Email Direct Mail Website Order
Email Website or Inbound Telemarketing Order
Email Website Order
Direct Mail + Email Website Order
Direct Mail + Email Outbound Telemarketing Order
Email Direct Mail Email Outbound Telemarketing Order
Successful Multi-Channel Contact Strategies Enable MULTIPLE Buying Paths Email Direct Mail Website Telemarketing ORDERS
MULTI-CHANNEL CONSUMERS ARE MORE VALUABLE THAN SINGLE-CHANNEL CONSUMERS #7 FACT!
Multi-Channel Marketing Delivers Higher Response Rates & Higher Order Size SEGMENT B EMAIL ONLY SEGMENT A DIRECT MAIL ONLY SEGMENT C DM + EMAIL 15-25% Higher Order Size 15-25% Higher Response
OFFERS THAT WORK IN DIRECT MAIL WILL ALSO WORK IN EMAIL #8 FACT!