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

It accelerates your growth and profitability. 

Let me give you a 5-step example of an award-winning multichannel campaign that produced great results. 

Here are the 5 Steps my team and I created for the E-Commerce campaign: 

Step #1. The Direct Response Landing Page 

The foundation of the campaign was the direct response landing page. Copy and art followed the direct response rules.  

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 

• Look-a-like 

• Remarketing 

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 using the video in multiple ways: 

• Landing page 

• A Video Sales letter (VSL) 

• Emails 

• Pre-roll ads 

• Digital and Social 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 

In this campaign, we choose a magalog. 

The multichannel approach can increase overall response of any campaign over 80%. 

This program consisted of a two-part multichannel campaign: 

Part #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. 

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

The Client’s Product  

This campaign was all for marketing by an E-Commerce program for a high-priced investment newsletter. 

The newsletter author came to us very excited about a unique investment opportunity. A small-cap packaged-goods company with gross annual revenue of around $17 million was their latest recommendation for their paid subscribers. Their goal was to generate new subscribers at $99 each with an option for a 2-year subscription. 

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

The foundation of the multichannel marketing campaign was using Transactional Data Modeling (TDM). See more TDM tips HERE… 

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

The direct mail plus the digital netted 13,434 new subscribers or prospects in less than four months. 

The direct-mail campaign alone produced 2,527 new responders, producing a Return On Investment (ROI) of $9.57 for each$1.00 spent… of course created by the integrated multichannel marketing. 

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 all receiving remarketing. 

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 paid clients in the future. 

My team at CDMG won one of our 120 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 on multichannel marketing HERE.

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