Drive Response With Multiple Touchpoints Through Multiple Channels
People keep claiming that print—everything from posters to fliers, catalogs to postcards, newspapers to magazines and more—is dead. And sitting a top print's grave is digital heralding as the next best thing.
But print is very much alive and a viable option, if you know how to use it right. And when used in conjunction with other channels, such as email and landing pages, print can help seal the deal with a successful campaign.
Don't believe me? Here's an example of a multichannel campaign that incorporated direct mail, email and personalized landing pages from PODi, a global, member-supported, not-for-profit organization that hosts digital printing and marketing case studies from around the world.
Printer Kroll Ontrack opened a new facility and wanted to announce it to people nearby, so the organization needed a direct marketing solution that would provide an integrated registration process for the local open house, with a goal to have 50 people attend the event. It also had to:
- Showcase Kroll Ontrack's Document Review Center;
- Increase current customer sales; and
- Gain new customers.
A personalized invitation with a PURL response mechanism was mailed four weeks before the event, a reminder postcard was sent to nonresponders the following week, and an email was sent to nonresponders one week before the event. Responders received a confirmation email immediately after registering and a reminder email one day prior to the event.
By combining direct mail with email and online landing pages, Kroll Ontrack got 28.7 percent of recipients to visit the PURLs. Once there, 26.3 percent registered for the open house and 56 people attended the event.
The organization learned that multiple touches through multiple channels helped drive its high response rate.
Summer Gould is president of Santee, Calif.-based direct marketing services provider Eye/Comm Inc. Reach her at email@example.com.