80 to 1 ROI… It’s a marketer’s dream.

And that’s what happened with one multichannel or omnichannel campaign.

The primary source of buyers and profits: a Newsalog

A newsalog is a little-known, but powerful direct mail format.

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

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, my team 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 and disruptive.

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

A “newsalog” looked like an old-fashioned newspaper. In this case, 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.

#2 Results producing direct response copy.

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

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

#3: The Unique Selling Proposition (USP).

We immediately emphasized the USP at the start and throughout the copy. 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 of investors, 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 buy-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].