Multichannel marketing is a powerful strategy that creates new clients… and profits… and Return On Investment (ROI) far better than traditional marketing.

Before I give you the 5 steps, let me explain the marketing strategy.

This new marketing program also consisted of a multichannel campaign. It was divided into two audiences.

Audience #1. Integrated multichannel marketing: The database of prospects created was over a million names. Every prospect received marketing messages from all 5 channels – the 5-step multichannel program.

Audience #2. Look-alike audiences: Besides the integrated multichannel campaign, we created a traditional look-a-like program using our Transactional Data Marketing (TDM) database and programmatic strategies.

The client had a newsletter service.

The newsletter author came to us very excited about a unique investment opportunity. Their latest recommendation for their paid subscribers was a small-cap packaged goods company with a gross annual revenue of around $17 million. They aimed to generate new subscribers at $99 each, a low introductory, discounted price.

The Streetlight Confidential Newsletter wanted to highlight why they thought it was a good investment and use it as an example for their research.

The foundation of the multichannel marketing campaign was the use of transactional data modeling (TDM). See more TDM tips HERE…

This produced an extremely accurate “buy-a-like” (not look-a-like) audience – more than 95% similar to the newsletter’s own database.

Here are the 5 steps to success:

Step #1. The Direct Response Landing Page

The foundation of the campaign was the direct response landing page.

Step #2. The Email Campaign

The campaign had four distinct email channels:

  • A prospecting email campaign.
  • A drip campaign to prospects
  • A conversion series to potential new customers

All using direct response copy.

Step #3. The Digital Campaign

The digital portion of the campaign focused on three things:

  • Social ads
  • Programmatic
  • Native ads

All using direct response copy.

Step #4. The Video Campaign

A good video campaign goes beyond posting a video on YouTube. To maximize impact, it includes:

  • Landing page
  • A Video Sales letter (VSL)
  • Emails
  • Pre-roll ads

The video script also used direct response copy.

Step #5. The Direct Mail Campaign

The best direct mail campaigns use three distinct formats:

  • A newsalong
  • A magalog
  • A reportalog

And the Results?

Direct mail plus the digital netted 13,434 new subscribers or prospects.

The direct-mail campaign alone produced 2,527 new responders, producing a Return On Investment (ROI) of 9.57 to one… of course, helped by the integrated multichannel marketing subscribers or prospects.

For the landing page, the time on the site was 4 minutes and 10 seconds. More than 78,000 prospective customers went to the landing page.

One of the creatives was a “floater” offer for a Free Report on the landing page. This generated 2,318 Free Report downloads aimed at converting prospects to clients in the future.

My team at CDMG won one of our 113 creative awards for this outstanding campaign.

Need help in an integrated, multichannel program?  Call us at 615-993-4647 or email Michael at [email protected]. Also, get my book HERE.