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Inside Dental Technology

December 2012, Volume 3, Issue 11
Published by AEGIS Communications


Cross-Channel Marketing

Increasing effectiveness of direct marketing.

By Bill Neal, CDT

In past IDT articles, the author has covered various marketing subjects including e-mail marketing, websites, and direct mail. Websites and internet marketing play a vital role in the success of a marketing campaign. When combined with properly executed direct mail and website landing pages, your chances of gaining higher response rates increase.

A landing page is a single web page the user is directed to as a response to a certain action or clicked link. In order for landing pages to work, they need a medium to get the word out so responders will know where to go and what to look for to gain additional information or to act.

We all want to have successful marketing campaigns, and by using different channels or marketing tools, success rates will increase. This multi-channel marketing strategy combines three key elements—direct mail, e-mail, and landing pages. Many marketers employ these three elements, but to be successful, there are some do’s and don’ts that apply to all three—and some that apply specifically to direct mail. Direct mail is one of the oldest forms of direct marketing and is still one of the most effective ways to reach All customers.

Landing pages and e-mail marketing are fairly straightforward and for the most part are developed by a team familiar with web-based marketing. However, a different team not involved in web-based marketing strategies may be developing the direct marketing efforts. It is extremely important that all three channels have the same messaging, typography, and look and feel to achieve results without creating confusion for the recipient.

Individually, direct mail, e-mail, and landing pages can work well, but by using all three in a single marketing campaign, you have a better chance of reaching your broader target market. Some recipients will respond to direct mail, while others may respond better to
e-mail. Those who do respond and visit your website (if done correctly) will give you a way to track your success and build valuable marketing metrics on the strategies that are working and what needs to change for future marketing efforts.

When putting your campaign together, there are some key factors for you to consider. The Do’s and Don’ts points at right will give you an idea of what to watch out for when designing the different elements of your marketing strategy:

As in most marketing endeavors, consistency and frequency in your marketing messaging will ultimately deliver the best results. Direct mail by itself is generally effective if you mail a minimum of three times. Obviously, this can be fairly expensive when you consider print costs, mail handling, and postage.

The beauty of combining direct mail, e-mail, and landing pages is that it is more cost-effective for each element, giving you the ability to explore multiple campaigns and multiple “touches,” using each over a longer period of time and with greater frequency. The use of landing pages as part of your campaign will ultimately make your campaign most effective.

Direct Mail Do’s

• Match the layout of your landing page.
• Use the same font and color scheme as in your landing page and e-mail.
• Include the same photos as used in e-mail and the landing page.
• Provide a tested landing page link.
• Summarize the offer and call to action.
• Include a QR code and complete URL.
• Include all contact information.
• Keep your direct mail piece simple and concise.

Direct Mail Don’ts

• Don’t change your brand-standard color scheme.
• Don’t leave negative space.
• Don’t be copy heavy.
• Don’t misspell words.
• Don’t change your message.
• Don’t forget a call to action.
• Don’t rely solely on e-mail or the landing page tocommunicate your offer.

E-mail Do’s

• Create a headline that is simple, direct, and to the point.
• Use a compelling call to action.
• Provide a professional design for your e-mail.
• Use a reliable e-mail list.
• Target the specific audience you want to reach.

Email Don’ts

• Don’t use a misleading headline.
• Don’t misspell words.
• Don’t try to oversell your product or company.
• Don’t make your e-mail unnecessarily complicated or wordy.
• Don’t take too long to say what you need to say. Landing Pages Do’s
• Use a custom URL that is short and includes the offer in the name.
• Make the special offer or feature the center of attention.
• Give your landing page a modern look.
• Match the style and theme of the rest of your website.
• Have an obvious call to action.
• Provide an easy way

Landing Pages Do’s

• Use a custom URL that is short and includes the offer in the name.
• Make the special offer or feature the center of attention.
• Give your landing page a modern look.
• Match the style and theme of the rest of your website.
• Have an obvious call to action.
• Provide an easy way for customers to start using your services.

Landing Pages Don’ts

• Don’t make it difficult to find your contact information.
• Don’t use an outdated website or design.
• Don’t misspell words.
• Don’t provide little to no incentive for action.
• Don’t use a complicated or long address for the website.
• Don’t crowd the page with too much information.

About the Author

Bill Neal, CDT, is the founder of AMG Creative, Inc. in Fort Collins, Colorado.


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