Yesterday, we had a seminar for a group of clients on the topic of Integrated Strategic Marketing. Our discussion was focused on the different marketing channels available to companies, how the channels function and the pros and cons of each. It really struck me how far marketers have drifted from the use of direct mail in their marketing toolbox.
Data supports direct mail as one of the most effective methods for new customer acquisition – and, yet, our mailboxes are slim. The CMO Council has declared 2011 as The Year of Print, yet companies are still focused on the “free” new media – social media, email, texting, blogs, etc. We have become siloed in our marketing “think”.
Several years ago, organizations discovered that there was a real need to merge the sales department and the marketing department. Those two departments had operated independently of each other to the companies’ detriment. Wise leaders realized that for the most effective results, sales and marketing needed to have a continuous flow of information and resources to and from each other.
Hopefully, those same wise leaders will realize that in the world of marketing, a siloed strategy is not a good strategy. There is a place for the use of many different channels in your marketing plan. Over the next few blogs, I’d like to throw out some information on each of the marketing channels that we use on a regular basis and discuss the pros and cons of each.
Today, I’ll blog a little on the email channel. Email is a fabulous tool for client retention and for communicating with your existing clients. It is not the most effective channel for new customer acquisition. Research shows that currently 80% of all email sent is classified as spam. Today, organizations have very sophisticated spam filters which keep unwanted and unrequested emails out of their employees’ inboxes.
Add to that the fact that email requires 100% address accuracy. One typo and your email will not get to its intended target. People and organizations also change their email addresses periodically. Even if your email manages to wiggle through the spam filters, people are quick to hit the delete button if your email is not relevant or important at that specific moment.
Consider combining email with direct mail and your website via a personal URL campaign. It’s a great way to gather permission-based email addresses and just one part of a multi-channel campaign. Multi-channel campaigns are more successful than single-channel campaigns, as you are touching your client or prospect in a variety of ways and allowing them to respond to the channel they most prefer.
It’s not about ink on paper, it’s not about ecampaigns and it’s not about your website. It is about communicating with your targets in a consistent way through a variety of marketing channels to drive revenue! Just another “idea in motion” from Multi-Craft!