According to Forrester‘s Interactive Marketing Forecast, US email marketing is slated to experience significant growth through 2016 — 10% per year on average. In fact, average spend will increase from about $1.7 billion in 2012 to 2.5 billion in 2016. That’s great news for those of us in the email marketing industry!
For all marketers, this is great news because the reason that this increase is projected is due to the cost efficiencies related to the email channel. And, as you integrate email with other direct marketing channels, you can increase your results exponentially by using each channels to fuel the other.
For example, we’ve seen results increase dramatically when email is used with direct mail according to a well-sequenced plan. Here’s an example:
Interlaced Sequence – Starting with a targeted group of recipients . . . each will receive a series of three emails, both before and after the direct mail drop. The Interlaced Sequence sends both email and direct mail to every contact. The goal of this sequence is to maximize the response of direct mail and email.
- Transmission 1 targets the entire target audience and is scheduled to drop in the recipient’s email box two days before the direct mail piece arrives.
- Transmission 2 is sent 2 business days after the direct mail piece arrives and targets two segments:
- Opened and did not click (slightly different email)
- Did not open (same email as Transmission 1)
- Transmission 3 is sent 5-10 business days after Transmission 2 and is segmented in the same way as Transmission 2.
And this is just one way to do this. You can probably visualize several different scenarios that use multiple channels — and how you could possibly sequence them for the greatest impact. Think about following up all click-throughs with a phone call for example. This is highly successful for many businesses, as you are reaching the targeted recipient right after they have expressed interest in your product or service.
Over the past 8 years as we’ve developed and monitored the sequencing scenarios for our Clients, we’ve found that by utilizing an Integrated Channel Marketing approach such as the one described above, our Clients have seen an average doubling of response metrics and an increase in conversion rates (on average) of about 30%. These results were compared directly against direct marketing campaigns via a single channel versus campaigns utilizing more than one channel and sequenced accordingly.
If you’ve been considering using an integrated approach and have been wondering how to go about it, let me know via comments and I’ll send you our white paper on how to sequence multiple channels for the greatest success.
Filed under: B2B email Best Practices, B2C Email Database, email Effectiveness, Integrated Channel Marketing Approach | Tagged: Direct marketing, email marketing, Integrated Channel Marketing Approach |