Key Takeaways:
- This multichannel campaign generated $9.57 in revenue for every $1 invested
- Produced 13,434 new subscribers or prospects
- Direct mail alone delivered a $9.57-to-1 ROI
- More than 78,000 prospects visited the landing page
- Average landing page engagement time exceeded 4 minutes
- The campaign generated 2,318 free report downloads
- Targeting used AI-based Transactional Data Modeling (TDM) to identify “buy-a-like” prospects
- Every channel used direct response copy principles
The campaign received recognition as part of CDMG’s 124 marketing awards
Multichannel marketing can be powerful.
But only when it follows direct response rules.
Here is how an integrated five-step multichannel campaign generated $9.57 for every $1 invested and produced 13,434 new subscribers and prospects.
Here’s the 5 steps to success:
Step #1 – The Direct Response Landing Page
The foundation of the campaign was a direct response landing page.
It was not informational.
It was designed to convert visitors into leads and buyers.
The page used direct response copywriting principles to present the offer, establish credibility, and guide the prospect toward a clear call to action.
Step #2 – The Email Campaign
The campaign included four distinct email components:
• A prospecting email campaign
• A drip campaign to prospects
• A conversion series to potential new customers
• Follow-up emails designed to increase response
Each email used direct response copy designed to drive a specific action.
Step #3 – The Digital Campaign
The digital portion of the campaign focused on three primary channels:
• Social advertising
• Programmatic advertising
• Native advertising
All advertising directed traffic to conversion assets — primarily the landing page — and all messaging followed direct response copy principles.
Step #4 – The Video Campaign
A strong video campaign goes beyond simply posting a video online.
To maximize results, this campaign included:
• A landing page with video
• A Video Sales Letter (VSL)
• Follow-up email promotion
• Pre-roll video advertising
The video script followed classic direct response structure:
Problem → Drama → Proof → Offer → Call to Action.
Step #5 – The Direct Mail Campaign
The direct mail portion of the campaign used three distinct directional formats using a proprietary mail schedule to the same names
- A newsalog
- A magalog
- A reportalog
Each format was designed to present valuable information while delivering a persuasive direct response message.
Targeting: AI-Based Transactional Data Modeling
The foundation of the multichannel campaign was AI-based Transactional Data Modeling (TDM).
This created a highly accurate “buy-a-like” audience, rather than a simple look-alike audience.
The targeting model produced prospects that were more than 95% similar to the newsletter’s existing subscriber base.
This allowed the campaign to focus marketing resources on the most likely buyers.
Campaign Results
The integrated multi-channel campaign included over one million prospects.
Every prospect received multichannel marketing messages across the five campaign channels.
Results included:
• 13,434 new subscribers or prospects
• 2,527 direct mail responders
• A $9.57-to-1 ROI from direct mail alone
The landing page performed extremely well:
• Average time on site: 4 minutes, 10 seconds
• 78,000+ visitors
• 2,318 free report downloads
One creative approach used a “floater” offering a free report, which helped capture leads and nurture prospects toward future subscriptions.
This campaign ultimately became part of CDMG’s award-winning creative work, contributing to the agency’s 124 marketing awards.
Action:
Ready to Generate a $9-to-1 Marketing ROI?
If you want an integrated multichannel marketing program built on direct response principles, we can help.
At CDMG we design accountable campaigns that combine:
- Direct mail
- Digital advertising
- Video
- Advanced AI Based Data modeling
- Direct Response Copy
All designed to generate measurable leads and buyers.
Step #1
Call Michael Oppenheimer at 615-933-4647 or email him at [email protected].
Step #2
Get my book, The New Multichannel, Integrated Marketing: 28 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits and learn how integrated marketing multiplies response and ROI.
Click HERE to order the book online.
You can also order it on Amazon, HERE.
Or get the audiobook version HERE, or on Kindle HERE.
You can also get an autographed version HERE or by phone at 615-814-6633 (M-F 10am to 3pm).
You can also send a check for $26.13 (includes shipping) payable to Media Specialists and send it to this address:
Media Specialists
1313 4th Ave N
Nashville, TN 37208
Don’t rely on guesswork.
Use tested multichannel strategies.
FAQS:
What is multichannel marketing?
Multichannel marketing uses multiple coordinated marketing channels — such as email, digital advertising, video, landing pages, and direct mail — to reach prospects and increase response rates.
Why does multichannel marketing outperform single-channel marketing?
Multichannel campaigns increase frequency, credibility, and engagement. When prospects see consistent messaging across multiple platforms, conversion rates increase. Marketers usually see an 86% increase in overall response.
What is Transactional Data Modeling (TDM)?
Transactional Data Modeling analyzes purchasing behavior to create “buy-a-like” audiences — prospects whose buying patterns closely resemble existing customers.
What role did direct mail play in this campaign?
Direct mail was a major contributor to results, generating 2,527 responders and a $9.57-to-1 return on investment.
How important is direct response copy in multichannel campaigns?
Direct response copy ensures every channel drives measurable action — leads, inquiries, and purchases — instead of simply generating awareness.
About Craig Huey:
Craig Huey is the founder of Creative Direct Marketing Group (CDMG), an award-winning marketing agency with 124 marketing awards. His team specializes in accountable multichannel marketing strategies that integrate direct mail, digital media, data modeling, and direct response copy to generate measurable leads, buyers, and long-term customer growth.
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• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
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• Addressable TV
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…and much more!
Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies.
Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success.
Let’s discuss your marketing challenges and give you a second opinion.
Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].
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