List View: Say Goodbye to Silo Marketing
In the not-so-distant past, a mailer had a relationship with its list broker, its insert broker and
possibly an e-mail broker. These professionals knew each other, but likely never collaborated or saw each other’s plans. The mailer managed all communication streams, usually by channel-specific departments. In many cases, these department managers didn’t collaborate much either. So rarely did the mailer’s left hand know what its right hand was doing.
The days of “silo” marketing are fading fast. Mailers don’t have the manpower to devote to separate channel management, and brokers know that multitasking across media increasingly is the rule, not the exception. In today’s marketing environment, the need for synergy between postal, e-mail, online and insert marketing channels is critical. Why has this gained importance?
Budget. Many list owners provide multiple channels to reach the same consumers. Customers of XYZ catalog can be reached at their postal addresses, e-mail addresses, telephone numbers and even at their homes through inserts in packages. Without a consolidated, integrated view of the overall campaign, the likelihood that the same person will be contacted through two or more channels is high. This can be a waste of marketing dollars and resources—both of which are in short supply.
Campaign Efficiency. In general, response rates for direct media continue to soften, as consumers are bombarded with marketing efforts in every channel. To speak to consumers in the channel they prefer can increase response and help improve lifetime value. To speak to them repeatedly, in every channel, with no measurement is inefficient and annoying.
Customer Care. No mailer intentionally sets out to annoy prospective customers. But without keeping an eye on how many ways you are communicating, you could end up doing just that. The threats to the direct marketing industry increase daily, so it is imperative that you communicate intelligently and efficiently with consumers.