6 Factors to Align Direct Marketing Channels With Your Customers
Studies abound about which channels consumers prefer for receiving direct marketing messages. Some studies say consumers prefer direct mail. Others say it's email. Then, there is the growing use of personalized web experience, social media, text messaging, and other forms of messaging. The proliferation of devices and channels seems to be unending.
In reality, your customers and prospects will demonstrate to you which channel they prefer, based on their actions. That's what makes direct marketing what it is. But we are going to offer five qualitative factors, and one bottom line quantitative factor, to internally evaluate and align your message delivery strategy and channel with your customer and prospect's preferences.
Qualitative factors for customer preference can include:
- Pure-play Sales Marketing vs. Content
As customers and prospects are presented with marketing messages, do they view it as pure-play marketing (i.e., they see through it as your attempt to sell something), or as information and content that will be helpful to them? For example, publishers have succeeded for years when their messaging felt more like helpful information than a pitch to sell a subscription.
- Time Sensitivity
Clearly an email can feel more time sensitive than direct mail, yet, experienced direct mail copywriters have for years been able to convey urgency in copy. But for your customers and prospects, other channels can be perceived as more time sensitive. Email, social media, telesales and even texting are channels that may feel most urgent.
- Shelf Life
Email can vanish in a click. Direct mail can disappear in the trash bin (although it can be fished out of the trash). Higher production value catalogs and direct mail may be held onto longer than down-and-dirty printed packages. And higher production values (such as colors, textures, folds, tip-ons, stickers, die-cuts,and the visual impact of an 11x17 fold-out brochure) are impossible to convey in an email.
- How Did They Get My Name?
Customers probably won't be as concerned about privacy, but prospects can be much more sensitive. This can be especially the case if your offer touches on information such as health of personal finances. The trust factor is huge in prospects taking an action to pursue learning more about you, or making a purchase decision.
- How Do I Know You?
Prospecting via email can be challenging to get opens and clicks. Run the numbers first (see our post on how to run the numbers). Direct mail for prospecting is getting more and more costly. Social media followers opt-in when they see you on various platforms or are referred to you by a friend. But consider that consumers often identify with social media as a personal platform, not necessarily as a place, to interact with marketing organizations. Better: Your prospect initiates the contact with you, and thus, become a lead. How do you do that? Content marketing, using those other online channels, can be a game-changer for you.
Quantitative Factors: As for quantitative factors you can use to align direct marketing to the media, there is really only one set of numbers to evaluate: Sales and cost per order (or per thousand). As an internal metric, when you evaluate your sales and cost per thousand, you can identify the ultimate metric to assess how your marketing messaging aligns with results.
Bottom line: Be aware of the studies that claim to have answers about which media channel customers prefer. But consider that you know your product better than anyone, you know the channel (or channels) that work for you, and you know your numbers. In a time when we're awash in devices, channels, and choices, balance how you use each one so you're aligned with how to drive cost-efficient sales.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.