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Want Higher Response Rates?
Combine email, telemarketing and/or mailing lists with your next campaign!
The Benefit
So what is "Multi-Channel Marketing"? In the direct marketing industry, we
define multi-channel marketing as the act of reaching the same prospects with a
similar or related message through a combination of two or more direct marketing methods
including email,
telemarketing or postal direct mail.
Here's an example: You may be targeting IT professionals for a seminar you're sponsoring.
In a more traditional direct
marketing campaign, you would rent an email list to promote the event. Your traditional campaign may even involve
renting a telemarketing for a similar group of IT Professionals from another source as well.
But the problem is that, using lists from different sources, you're not really reaching the same people more than once.
In the efficient use of a multi-channel strategy, you would use a list of identical prospects,
and reach them using two or more of the disciplines. These
identical prospects can be reached only through the same
list source (owner). By contacting the same prospect with identical or similar messages,
marketers gain an important advantage by
making multiple impressions for their product or service
to the same decision maker. This can dramatically improve response
rates.
The Challenge
The ability to implement a multi-channel program is limited by the list or database owners'
capability to provide matching lists
of identical records. For instance, only about 20-30% of most high-quality postal mailing
lists have permission from the recipients to also send third-party
emails. In such a case, the universe to reach prospects through a multi-channel
effort is limited by the number of email records available.
Fortunately, there are many excellent resources covering the business-to-business markets
that contain enough multi-channel quantities
to fulfill orders. Presently, these resources only account for a small
group of all available lists in comparison to the entire list universe.
If you are interested in pursuing a multi-channel program, we suggest that you contact one of our account executives by registering now or calling us at 914-765-0700
to discuss current
multi-channel list availability in your markets. |
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