Optimizing Marketing Channel Integration Through Testing
A National Electronics and Appliance Retailer
Solutions:Marketing StrategyData ManagementMultichannel Marketing
The client, a national retailer, wanted to move aggressively into the digital space with a greater emphasis on lower cost digital communication channels and less reliance on traditional direct mail tactics.
Adding new marketing channels or migrating from one platform to another can be a daunting task. One that requires the thoughtful evaluation of existing program approach, and a value assessment of ROI impact and lead gen profitability models of adding new components and costs into the overall mix.
Accentf(x) Marketing proposed a testing strategy using the client’s database and marketing program performance goals and objectives as the benchmark to compare results of both direct mail and digital (email) tactics. Campaigns were created using stand-alone direct mail and email, and those that combined direct mail and email tactics.
Direct Mail out performed Email, but the optimum result came from combining Direct Mail and Email to create a more fully integrated channel optimization strategy to engage customers better in relevant channels. Adding a new channel can generate benefits, but disciplined testing is the only way to optimize performance without risk to profitability and customer engagement.
Combining Direct Mail with Email delivered the following results:
Increase in Response Rates
Revenue per Lead
Profit per lead