Just over half of this study’s participants include direct mail in their multichannel campaigns and 84 percent of them report that direct mail improves multichannel campaign performance.
Multichannel Marketing and Direct Mail Infographic
Resource Overview
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Introduction
The top reported success factors for multichannel ROI performance include data accuracy, understanding audience needs, design and branding of delivered messages, and personalizing delivered messages.
Key Findings
The average response rate and ROI of multichannel campaigns improve significantly when direct mail is personalized and tightly integrated into the channel mix and campaign technology, producing a 66 percent increase in those reporting good or very good response rates, and an 77 percent increase in those reporting good or very good ROI.
Just over half of this study’s participants include direct mail in their multichannel campaigns and 80 percent of them report that direct mail improves multichannel campaign performance.
The executive or C-Suite audience is the most sought after by study participants. Events and direct mail are the most effective channels to reach them.
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