I recently attended Content Marketing World in Columbus where I got a glimpse of the 2012 Channel Preference Study by Exact Target. The study gives insights to different channels – direct mail, email, Facebook, LinkedIn, Google+, Mobile Twitter and SMS.
What surprised me in this world of “Post PC Era” where mobile seems to be taking over the world, that the old standbys of direct mail and emails are still alive and well.
Email is by far the most acceptable due in part to the channel’s familiarity, flexibility and universality with 91% using it on a daily basis. The key to success today is audience segmentation, data-driven insights and relevant content.
Direct mail – in an online world, the fact that 65% of consumers have made purchases as a result of a direct mail piece validates the channel. Interestingly, direct mail is the only unsolicited message that isn’t viewed as inappropriate by consumers.
So from a B-to-B point of view, what are you doing to capitalize on these two channels?
Here are some tips:
- Keep your message targeted and to the point.
- Give them a solution to a problem and don’t necessarily try to sell them something.
- Use a list that is focused. More is not necessarily better.
- Make an offer clear.
- Give them an easy way to respond.
Those are some suggestions from me. What are you doing to capitalize on these two channels?