Successful Omnichannel Marketing Requires Direct Response Expertise

Omnichannel Marketing’s Success Relies on Direct Response Strategies

Omnichannel Marketing’s Success Relies on Direct Response Strategies

The digital revolution requires omnichannel marketing for marketing success. There is one strategy that often gets overlooked, and that is direct marketing.

Contrary to popular belief, direct marketing is not about the direct mail channel. It's about direct response and its ability to generate leads and close sales regardless of the channels used.

Strong websites create demand for the product and find a way to start a conversation about the product with site visitors. Direct response dominates the Internet generating leads and making special offers to close the sale.

The Importance of Integrating Direct Response

Knowledgeable direct marketers optimize the sales ability of direct mail, landing pages, email, websites and broadcast. It is important to note that omnichannel marketing occurs whether planned or not. The majority of direct mail respondents check out the company's website before responding. This is particularly true of lesser known companies, products or services.

All communications from the company must speak with one voice, one brand, and one primary selling proposition. Acquisition results suffer when the offer is unknown to the inbound telemarketing team or the landing page does not reinforce the selling message.

Digital agencies, general agencies and in-house marketing teams often do not understand the critical direct marketing strategies that propel response in omnichannel marketing.

Testing is a Fundamental Direct Response Strategy

Testing drives direct response success. Tracking responses by channel determine the most effective acquisition offers. All things are testable when compared to a control marketing position. Properly structured tests incorporate a control that assures proper analysis of the results. The control eliminates all of the variables.

Experienced direct marketers know how to structure tests for projectable results with scalability. They set up tests to determine what specific treatments lift response rates and sales conversions.

Direct response professionals test at every opportunity. They know that long term success means always trying to beat your most successful effort.

Tap Into the House File To Target the Best Prospects

Novice marketers squander future growth for short-term sales. They neglect the opportunities to invest in the learning available from the company's house database. Direct marketers maximize the effectiveness of their campaigns by matching the characteristics of their own customers to find like individuals when targeting prospects.

In turn, direct response creative people create messaging and graphics that work best specific segments of their target markets. Recent customers receive a different message than prospects. And previous inquirers receive yet another treatment. Effective direct response creative work requires database segmentation for email, direct mail and other targetable channels.

Direct Response Expertise Must Permeate the Entire Marketing Team For Successful Omnichannel Marketing

Some companies do not separate direct marketing strategists from direct marketing channel specialists.

Make sure the people you rely upon for successful acquisition understand how to use direct response copy, offer development, and relational databases to increase response.

Do not view direct marketing executive roles as media channel specific. Such people know the best direct marketing strategies for all channels.

Strong direct marketers create customer buying experiences that maximize lifetime value.

Intense attention to CRM runs deep within all competent direct marketers. This capability supersedes software knowledge. This type of professional asks what, when, why and how customers respond to maximize the company’s ROI. A seasoned direct marketer knows how acquisition methods influence long term retention.

Great direct marketers gather data, analyze it and test hypotheses.

They strive to understand customers’ behavior patterns and what they will likely respond to. They understand the company's customer relational database and become leading customer advocates.

Seek direct marketing talent and develop it in your marketing team. Your asset will include broad-view strategists at the top rather than pure tacticians who look at all channels with an open mind.

3 Reasons Why Direct Mail Works

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1. Involvement

Direct mail brings unique advantages. Most people check their mail box daily for bills, Birthday cards, special offers from their favorite companies. They look forward to getting their mail.

Unlike most electronic communications, mail gives the added benefit of touch and feel as well as packaging that includes coins, magnetized cards for their refrigerator or other surprises that encourage investigation. Interesting folds and other direct mail involvement add interest to its contents. These are proven involvement techniques that increase response.

Personalization such as name, most recent purchase and other relevant recipient characteristics enhance readership to provide unparalleled response when used assiduously.

The long form nature of the classic direct mail package that includes a personal letter, product brochure and separate response device allow the advertiser to tell the whole story. Effective copy and design encourage scanning, so the prospect quickly understands the message purpose and call to action. Many readers go first to the response form that skillfully sells the selling proposition and prompts the response action. Most readers will make a decision within seconds whether they are interested in the offer or not.

The graphic of the letter above illustrates the most important elements that are scanned by readers. Benefit headlines and body copy need great copywriting skills to create the product need and the advertiser’s solution in a one-to-one communication setting.

The writer must anticipate the most common potential respondents’ objections and address them in the copy.

Direct response mail must create urgency to the offer with time limits, limited stock and other methods to overcome human inertia. It’s not enough to create demand for the service or product. Inaction by putting the mailing aside to deal with later dramatically reduces response. Everything must be done to encourage the the reader to take immediate action.

2. Targetability

Let’s expand on the power of personalization that targets the recipient where it counts.

Personalization data available on compiled prospect lists is extensive. Name, professional title, salutation title, address, type of home, age of home, home ownership, income, cars owned or leased, and so on represent only a few of the hundreds of data points available for each name. For business file selections, SIC codes, number of employees, corporate office addresses, key executives by name and title, annual sales, other location information challenge the advertisers’ knowledge of their target markets.

As for house files, many advertisers fail to use purchase history and other product demand clues that would greatly improve their response rates through list segementation and mention in the copy. Clients often overlook the value and importance of their lead names to the point of not saving such names for follow up mailings.

The two most valuable segments to acquire new business will not come from prospect or rentals names, but from house databases.

For example, what is more relevant to a painting company than mailing to past customers who painted their house 5 to 7 years ago indicating it’s time to repaint. Or what about a tutoring company who assessed a family’s children who would benefit from hiring a tutor to improve their academic success but did not buy several months ago? Such names are farmore responsive than any rented files.

Personalization says to the prospect that the advertiser’s product is relevant to their needs based on previous purchases or inquiries. Such relevant direct mail will continue to succeed when the direct mail is properly targeted and personalized.

3. Builds awareness and response simultaneously

Direct mail reigns when it comes to credibility when compared to other outbound lead generation and new customer acquisition channels. Planned direct mail copy and targeting not only creates awareness, but sales the product at the same time.

Reinforce direct mail’s natural market penetration with credibility techniques. Reduce risk by offering a strong guarantee and thoughtful testimonials from previous customers.

Think through the entire selling process by creating a landing page that promotes the offer, pre-fills the recipient’s information and summarizes the benefits contained in the direct mail package. Use pURLs that populate the page with customer information making the response process easy and immediate.

PURLs track all responses in real time through the advertisers’ browser. The call-ins contain a unique 800 number that improves the accuracy of the tracking. And any mail-in response forms are coded in the lettershop back to the mail piece that generated the response. This assures proper channel attribution.

Avoid any stop-actions in the copy. Do not direct people to your website, a YouTube video or social media article in the mailing. In fact, the landing page should not link to the advertiser’s website or encourage anything that will interrupt the response action. It’s OK to list the address and website in the standard locations because 60% will visit the company’s website anyway. Remain focused in the copy to take advantage of that initial impulse to respond.

On a concluding note, take advantage of the power of email when mailing to customers (not prospects). Send an announcement email to prepare the recipient immediately before they receive your mailing and then a follow up email a few days after they receive the mailing. Such omnichannel integration increases response.

A Guide to Direct Mail in Canada

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Direct Mail strategies that work consistently in the US tend to work in other Western societies. But the implementation process takes a different route. Canada is an example of different implementation processes that experienced direct marketers should consider before undertaking any mailing in this country.

At the time of this writing, high tariffs to produce mail in the US encourages mailers to print and mail in Canada. This is one reason why local direct mail houses and large US firms like RR Donnelley do a significant volume of direct mail in Canada. 

There is a national goods and services tax of 5% and a Provincial Sales tax 7% on production in British Columbia. No Provincial sales tax is charged on postage, but there is a 5% GST tax con postage.

One advantage to mailing in Canada is the exchange rate. At this time, every $US is worth $1.32 Canadian. Spending $100,000 Canadian dollars on mail equals $75,000 US Dollars. 

The first thing to consider is that all compiled names in Canada emanate from Canada Post. The strict privacy laws and their unique access to the Canadian census forms the nexus of available compiled names.

Canada Post offers an internal targeting service that was established about 5 years ago. For a fee, they create customer profiles using client databases to target names using demographics and Prizm 5 analytics. Home ownership, annual income, household composition, type of dwelling and so on are indexed for accurate targeting. There are well over 100 data points for each address for a file totaling 14 million address in the country.

Response lists are small and often not worth testing for some mailers due to inadequate scalability. Compiled names from Canada Post offer the primary list source for Canadian prospect mailings

When working with US or Canadian based printers, they should have a strong working relationship with Canada Post. Some large printers in Canada actually perform their own analytics having direct online access to the Canada Post files.

Another difference between US and Canadian mail are the three categories of available postage in Canada. Here are the three types of Canadian bulk mail.

  1. Neighborhood mail (NM) that distributes mail without a name or address. The price per piece is C$ .092 per piece. Postal code selection is available with clusters of 20 addresses per code in urban areas and up to 2000 addresses in rural areas. Targeting consists of all the same variable as the more expensive mailing categories listed below. But the targeting is done at the postal code level and not per household. the lack of addresses and names means that these files are not purgeable or able to delete no mail names or existing customers.

  2. Postal Code Targeting (PCT) allows the use of addresses but no names. The cost per piece is C$ 0.281 per piece. The advantages over neighborhood mail other than an actual address is the ability to make selections at the household level. The improves targetability and makes the list purgeable by deleting customers from prospect mailings and other house file names such as inquiries that require a different treatment than prospects.

  3.  Personalized Mail (PM) offers the same benefits as standard mail in the US with names and addresses. The cost per piece is C$ 0.3638 per piece. As with PCT, the names are targetable at the household level and purgeable.

There are other interesting aspects beyond the Canadian list selection processes. For example, the postage meters are customizable at no added cost with the sender’s company logo. One additional benefit is that compiled list rentals are included in the postage costs.

As for the creative executions, the formats, offers and language are identical to the US. the only exception are the spellings that follow European English norms such colour instead of color. If mailing in Québec, of course, the creative should be sent either as English with French running parallel or French only.

I hope you found this Canadian mail primer helpful Please let me know if you have questions or need support with your direct mail planning and creative development.

Posted on April 17, 2019 and filed under Planning, Direct Marketing Strategy, Direct Mail.

Three Deadly Direct Mail Myths

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The direct marketing principles in this article apply to other direct channels such as print, DRTV and permission email. These principles are generally accepted by direct marketing professionals who know what they know through empirical testing. In other words, for direct marketers, this knowledge does not come from customer surveys where customers say one thing but do the opposite when they pull out their checkbooks. But rather these answers are based on actual behavior and results taken from thousands of direct response tests performed across virtually every industry and audience.

1. Great creative execution is as important to a successful direct marketing program as the offer.

This is false.

A great offer will out pull almost any well executed creative execution.

Brawn wins over beauty in direct response marketing. In fact, slickness often reduces response. But all things being equal, make your offer easy to understand. Match it with well thought out benefit copy to show the prospect how to win by buying your product.

2. Words like FREE and INTRODUCTORY are so overused they have lost their effectiveness.

Again, this is false.

These words continue to increase response as they have for generations. I do believe, as some have concluded, that a good brand has become more important than ever in a world overflowing with new products. But wisely incorporate news and compelling FREE offers if given the opportunity.

For one high-end jewelry retailer, we overcame the concern we had about weakening the brand with words like FREE by converting the FREE offer into a Gift Certificate. The offer was a $100 free gift certificate for any past customer who purchased over $500 or more of product in a single visit if purchased within the next 30 days. It was the most successful traffic builder they had ever created.

3. Successful direct marketing copy should strive for brevity above all, because the audience of today has little time to read.

The opposite is true. Longer copy that spells out the benefits for responding to your offer now gets higher response rates. Oh, but you might say, my executive customers and professionals don't have the time to go through that much copy!

That seems logical, but long copy pulls better because your copy must neutralize buyer resistance.

Therein lies the key - the buying audience. This is the group that will actually respond to you and not everyone who receives your message. You are talking in full only to those prospects who intend to buy or respond to you for more information. Those .03%-2% of the direct mail recipients will actually read much of the copy. The balance of the recipients will scan your headline and your offer deciding not to proceed further.

Added to that, you want to do all you can to address your buying audience's questions and objections right then. It will often be your only chance to make the sale.This applies to all audiences.

I have tested long versus short copy across many professions and demographics. This included working moms, high-level executives, insurance sales representatives and physicians. The tests came back with the same answer. Write the complete story., even if it requires a lot of copy.

In future posts, I will address other assumptions about direct marketing creative work that hamstring direct mail efforts.

Posted on January 5, 2019 and filed under Direct Mail.

Companies to Customers: "Don't Bother Us By Calling!"

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Have you noticed how difficult it is to find a customer service phone number these days? They give you email, Chat, and links. But your questions are complex and difficult to resolve. Your questions require a phone call to cut through the information maze.

Let’s get down to everyday reality for a few seconds. The problem gets worse when you decide to buy.

It’s as if the business world were conspiring together to keep you from spending your money.

You search the manufacturer’s website for the contact information. But you search in vain for that sales phone number. In many instances, you will never find the contact address or phone number because it isn’t there. If it exists on the website, it is often hidden under layers of clicks.

I think that many companies today make it quite clear they DO NOT WANT TO TALK TO YOU.

Companies apply the same losing approach to existing customers. This kills present and future sales to save money.

The company actually increases it's sales costs when their product finally does sell. Such behavior reduces sales. Frustrated customers call the service or warranty departments rather than sales.

That’s a no-go because you do not have the product serial number allowing you access to a live person.

If you're a customer, the problem continues. The service group wants you to pay a service fee for product support first before they will talk with you.

This bad behavior weakens brands and causes the loss of many customers.

Why are companies so inept at customer service? Don’t they get it? Will they stay in business or prosper for long in a society that demands service above all? In your view, do companies understand that the prospect and customer are the bosses?  

Posted on July 3, 2018 and filed under Branding, New Business.