We all know that reaching out to customers through multiple channels is critical for effective marketing, but what does it take to make multichannel work? Here are three tips on getting the most out of your efforts.
1. Know your audience, including their channel preferences.
Track your customer’s preferences. Like other aspects of marketing, one channel doesn’t fit all. Some customers are more likely to respond to direct mail. Others are more likely to respond to email or social media. It’s not unusual for customers to prefer digital communications for billing and account information, and direct mail for marketing communications.
Tracking your customer’s activities and preferences can be a key component to building customer engagement. People are most likely to pay attention when you are sending relevant messages and when you are using the channels they prefer.
2. Create a common database profile.
When you are creating a multichannel strategy, are you pulling data from a mailing list or database of commerce or web activity? Are those databases siloed or integrated? There is valuable information in many databases, and the best marketing programs bring it all together.
The first step in creating an integrated database is to identify what data is available to create the most complete customer “data profile” possible. This can include personal profiles, locations, preferred activities, and items purchased. All of this can be brought together to craft a very relevant and personalized message.
The next step is to merge this data. Very often, we can use key field identifiers (i.e., phone numbers, account numbers, or usernames) to link data streams. If you need help, our database experts would be happy to evaluate and advise on how to get the most our of your data.
When you get all these data points into a single, unified database, it allows you to look at a customer across multiple channels and understand their integrated behavior.
3. Engage social media users and direct mail—both ways.
While we tend to think of social media and direct mail as appealing to different audiences, the opposite is true. A recent infographics from SteamFeed reports that social media users are 29% more likely than average to be heavy responders to direct mail. In fact, when social network users were sent direct mail, here’s what happened:
• 25% used a coupon.
• 19% held onto it for future use.
• 15% visited as store.
• 10% passed it on.
• 9% tried a new product or service.
StreamFeed also found that the reverse is true. When brand advocates receive direct mail, they’re 50% more likely to create and share online content. This spreads your message and results in even higher sales.
Winning at multichannel marketing requires more than great ideas. It also requires a great plan. Let us know what your plans are.