Use Integrated Marketing and Direct Mail to Deliver Results

If you’re looking to maximize the return on your marketing spend, than you need to develop a direct mail integrated marketing campaign. 

An integrated marketing plan template uses more than one medium to communicate a message to your audience.

Integrated marketing plan definition can also mean a marketing campaign that leverages the power of different media types.

The most successful marketing campaigns begin with the media type that particular prospects use regularly.  For example, generation Y is very engaged with direct mail.  Studies have shown that individuals who fall within this consumer segment spend a lot of time opening and reading their direct mail.  That being the case, you want to make sure that your first contact with generation Y prospects is aligned with their messaging preference of direct marketing mailing.

Once you’ve decided where to start, you need to think about other media regularly used by your target segment.  Following the example above, let’s assume that the same individuals who read their direct mail also check email regularly.  With at least two marketing mediums identified, you’re ready to begin planning your next integrated marketing campaign.

To continue with the example above, let’s assume that we’re going to be selling widgets to a sub-segment of our generation Y audience.  We will begin with best direct mail pieces describing the needs of our audience and how our widgets are the only ones that come with a money-back guarantee.  Recipients of the direct mail piece are asked to visit a special web page that provides a product demo. The same message is sent via email to the same audience – ensuring maximum exposure.

For individuals who entered their code to access the demo but did not purchase, an email is generated with an even more aggressive offer – attempting to convert them.  This can be accomplished through unique tracking URLs or codes that prospects need to be enter prior to viewing a demo.  This is very similar to those marketing campaigns that take advantage of abandoned shopping carts!

This integrated marketing campaign examples utilizes direct mail, email, a webpage, and phone.  However, similar campaigns could use any additional media types that are appropriate (advertising, public relations, outdoor, etc.).  The key is to produce an integrated marketing campaign with a consistent message.

Once you’ve completed your campaign, its time to quantify results and determine what generated your greatest response.  Did your direct marketing piece generate visits to your webpage?  Did those users convert?  How about your email? This information will be helpful when doing similar marketing campaigns in the future, providing guidance to fine tune the media used, the messaging, and/or your offer.

Develop a deeper understanding of how your audience makes decisions and the types of media they use to gather and analyze product information.  Then be sure to put these media types at the center of your marketing campaign.  Never forget, “The Media Is the Message.”

It is again important to stress that integrated marketing should be driven by the communication preferences of your audience.

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