Allegra Michael Grant

 

 

 

How would you like a 143% increase in your marketing response rates? Those of you who say NO are excused from the room. The rest of us will examine this proposition over the next several weeks. We will focus on Cross Channel Marketing or what could be called Cross Channel Confusion, a subject we first mentioned on this blog on May 1.

Now, Cross Channel Marketing sounds so new, so cool, so edgy, but the concept has been around for a long time, just without the range of options available today. In the past, it might have consisted of mail, newspapers, magazines, radio, television, signs and even the telephone – you might remember the ad, “Reach Out and Touch Someone”.  I know that they are still trying to reach our household, usually when we are eating dinner. That is not what we would call “permission based marketing”, but that’s another story.

Today, of course, we have all of that plus Email, Facebook, Twitter, SMS Texts, LinkedIn, Pinterest, YouTube etc. etc. So let’s discuss one very old and very effective marketing tool – Mail. Yes, that’s right – Mail. You remember Mail right? That physical stuff that shows up at your home or business. The stuff you usually didn’t ask for, like bills and flyers and stuff. Yes, we are talking about snail mail, junk mail, you know, the usual derogatory remarks we direct at good old mail.

Now ask yourself, when you get mail, do you handle it?  Do you look at it? If it has your name on it, do you open it up? If it’s a postcard with a great picture, do you look at that? Well, if you are like most of us the answer to the above is YES! According to the US Postal Service, 51% of all postcards are read by at least one member of a household. 66% open envelopes with their name on it. Remember how the 2012 ExactTarget study showed that 66%of respondents have made purchases as a result of email marketing messages? Well, the same study shows that 65% of consumers have made purchases as the result of direct mail. When it comes to motivating consumers into buying something, Email and Direct Mail are neck to neck in the race for results. So, who would have thought that? One of the oldest technologies and one of the newest technologies, both in a dead heat for first place.

But wait, there’s more.

Remember when we identified that email marketing must be “permission based” and how I reflected that telephone solicitation is anything but permission based? Well, direct mail is the only channel where permission is not required. The mail arrives and you either look at it or you throw it away and you do this on your own time. It is not intrusive. It’s not in your face or in your space. The ExactTarget survey results showed that consumers did not view unsolicited direct mail as inappropriate. Consumers went on to say that Direct Mail beats Email and all other channels for promotional messages from companies with whom they regularly conduct business but have not asked for ongoing information (permission) or with whom they have never interacted with before. THUS, DIRECT MAIL IS THE MOST ACCEPTABLE INITIAL CONTACT METHOD.

So what? You might say. Well, yes, snail mail is slow, but when it gets there, the probabilities are high that someone will look at it, unlike non permission based emails that arrive in a hurry but are deleted just as fast. The logical next step is to integrate the two channels and take the best of both in the campaign of Cross Channel Marketing.

Next week:  The Best of Both – Cross Channel Marketing.