Direct mail in an online world is a fundamental part of a multichannel campaign.

One of the new direct mail formats we created is called a “newsalog”.

We created a multichannel marketing campaign for our client Wasatch Investment Newsletter, where the highest performing channel generating an ROI of 80 to 1 was the “newsalog”.

With a multichannel campaign for our client, we created pre-rolls, email conversion series, Facebook ads, Google ads, native ads, paid search ads, addressable TV, and direct mail.

Here are 6 reasons why the “newsalog” was so successful:

#1: The format was unique.

The “newsalog” commanded attention. It’s so unique that the prospect had to read it!

#2: We used direct response copy.

The “newsalog” looked like an old-fashioned newspaper. It was 20 pages long and looked no different than a traditional newspaper like USA Today, The Wall Street Journal, Investors Business Daily, or any other local newspaper.

The copy, however, was all direct response copy, not editorial or traditional general advertising copy.

The multiple sidebar articles that framed the main article all reinforced the main sales proposition.

#3: The Unique Selling Proposition (USP).

We immediately, at the start and throughout the copy, emphasized the USP. This is what separated their newsletter from all others.

#4: The “newsalog” used a long-form copy approach.

The main article ran from page 1 to page 18… Then the CTA.

The more you tell, the more you sell.

This is especially the case for our core audience, which is 55 years and older.

#5: A powerful offer/CTA.

We created an irresistible offer and multiple calls to action (CTA).

#6: We used Transactional Data Modeling (TDM).

The data identified a look-a-like audience that read and responded to direct mail.

TDM was over 90% accurate in identifying the right prospects.

The direct mail piece was so powerful and unique that it won a MarCom Gold Award from the Association of Marketing and Communications Professionals. It’s our 115th award!

If you’d like to take a look at the “newsalog” or talk to us about doing a multichannel campaign or direct mail campaign call Michael Oppenheimer or email him at [email protected].