• Know what will constitute success. Identify variables that you plan to analyze, and ensure that they are
relevant and measurable.
One area where marketers easily can make a miscalculation in developing a successful multichannel strategy is the selection of the proper list. There are three ways to select lists, each with its own caveats:
• Reverse-append e-mail addresses to your own postal list. While this may sound like an appropriate strategy, reverse-append is a tricky proposition. Beyond the issues of unpredictable and inaccurate appends, it generates a more loathsome vagary, in that it violates the requirement of having customer permission to be contacted via e-mail.
• Compile your own multichannel lists, through single or multiple sources. However, ensuring accuracy and compliance of each list is a monumental task and taking short-cuts can be treacherous.
• Use third-party providers of integrated multichannel consumer information. But here, too, you must ensure that the data providers comply fully with all regulations, including Can Spam laws and Direct Marketing Association regulations. Quality consumer information providers will not hesitate to provide quality guarantees.
If you work with a reputable direct marketing company, its in-house list should provide good delivery rates. When you deal with a compiled postal/e-mail file, it’s best to pay only for delivery on e-mail addresses that match to postal addresses.
When renting lists for integrated direct mail/e-mail campaigns, be sure to negotiate for multiple use. Because you will be renting a higher volume of names from the list owner, you should be able to get a more competitive cost per thousand than with a single list rental.
Getting It Right
Multichannel direct marketing campaigns provide you with another responsive avenue in which to prospect for consumers and speak to your current customer base. Knowing that e-mail is here to stay, multichannel success comes down to effectively using the medium to ensure that communication with prospects and customers is done in the most dynamic manner without alienating your audience.