Achieving a 9.57 to 1 ROI.

That’s what happened to one marketer using multichannel e-commerce marketing strategies and tactics.

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

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

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

This program also consisted of a multichannel campaign:

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.
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.

This was all for a marketing investment newsletter.

The newsletter author came to us very excited about a unique investment opportunity. A small-cap packaged-good 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.

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

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 104 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.