Often, buyers need more than one contact with a business before they make a purchase. Sometimes, with more complex sales, it takes an entire series of contacts to bring awareness, educate, and answer questions. By using gentle persistence and multiple #touches, you can get far better results than with a single touch alone. Let’s look at how one marketer used this approach to get 1400% #ROI.
Step 1: The marketer sent a high-gloss tri-fold #mailer that grabbed instant attention inside the mailbox. The mailer used name #personalization, relevant text, and a personalized URL that invited the recipient to enter an email address to download a free, high-value white paper. Recipients were also encouraged to fill out an optional survey to provide the marketer with more insight into their individual needs.
Step 2: The marketer sent a follow-up mailing to non-responders. This mailing built on the name recognition started by the first mailing, but was tweaked to differentiate the two. After this mailing, the marketer saw a rise in #responses — so much so that the third mailing was delayed to spend time responding to these leads.
Step 3: The marketer sought to engage people who had not responded to the first two mailings. This mailing was an invitation-style A7 #envelope with full-color #brochure insert, personalized note, and personalized URL. Respondents were also offered the chance to win one of two high-end prizes.
The results? The company exceeded its #sales goals by 400% and achieved more than 1400% ROI.
What made this program such a success? The marketer understood that sometimes it takes more than one contact to build name recognition and #trust. In a multi-touch campaign, each piece builds upon the next, and in the end, you gain results not possible with a one-off piece.
Want to tap into the power of multi-touch marketing? Let's chat!