Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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People who rely on a single touch and one channel, and offer only one way to respond, are setting up their campaigns to fail. Quite simply, "one and done" won't cut it.
"Lots of available research reveals that multiple touches through multiple channels will lift response rates by as much as 30 percent to 40 percent," Glaser noted. "Remember, a campaign must hit the recipient at the right time with the right message. Sometimes the message can be right, but the timing can be wrong. If you give the recipient another chance when the timing is right, you may be able to increase your overall response rate."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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