7. Don't forget print
Digital media should be a major part of your multi-channel marketing, but it shouldn't be the only part. Epsilon's 2013 Channel Preference Study found that 73 percent of U.S. consumers prefer direct mail for brand communications, while a 2012 Direct Marketing Association study revealed that direct mail's 3.4 percent response rate was far better than email's 0.12 percent. In other words, keep making print media a central part of your multi-channel campaigns. "The industry has been focused on digital marketing for some time now, but it's important not to forget the emotional connection that people have to printed pieces they can hold in their hands," noted Flesh. "A combination approach gives you a longer and more impactful marketing reach."