Remember the old saying “different strokes for different folks”. The same applies to how people read, react and respond to the different media channels.
According to Experian, 60% of direct mail recipients visit a website mentioned in direct mail, making it easy for marketers to link consumers to both off- and online experiences. This is an important statistic because it shows how one media channel drives response to another.
Marketers need to remember to give consumers the choice, not only in the outbound channel, but for the response mechanism as well.
New technology allows advertisers to reach the same prospect through multiple channels. By blending the various media channels, marketers will maximize the response of their campaign. Some people will respond best to direct mail; others to email and still others to Facebook marketing.
Each of these communication channels needs to drive the reader to the website as well as a solid landing page with a response mechanism.
By hitting all the outbound marketing channels, marketers can insure that their message reaches their prospects.
By offering choices for response, marketers can insure that the respondent can reach them.