Multichannel Marketing - Pfl

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MULTICHANNELMARKETINGmaximizing programengagement and roiBenchmark Report

The most effective marketing channelmay be the one you’re not yet using.

MULTICHANNEL MARKETINGmaximizing program engagement and roiTable of ContentsIntroduction4Executive Summary6Multichannel Campaign Mix8The Direct Mail Channel12Target Audiences and Channels18Campaign Response Rate and ROI23Research Insights from PFL Customers33The Bottom Line and Recommendations36Acknowledgements39Appendix: Survey Background40

MULTICHANNEL MARKETINGmaximizing program engagement and roiIntroduction

MULTICHANNEL MARKETINGIntroductionHere’s the deal: at Demand Metric we get to work with a lot of wellknown MarTech solution providers.When one of them – the leading provider of an innovative B2B digitalmarketing platform – revealed to us that they rely heavily on multichannel campaigns, with direct mail as the tip of the spear for their leadgeneration, we took notice.They shared that as many as 40% of their leads are captured or influenced through their tightly integrated direct mail efforts.The timing of this revelation was serendipitous, as we had just wrappedup the key findings for this research report, and it added an exclamationpoint to the results, which this report will share in detail.5


EXECUTIVE SUMMARYExecutive SummaryTo understand the importance of multichannel marketing and the powerof intentional, coordinated marketing efforts, PFL and Demand Metricpartnered to research how marketers are using this strategy, and toanalyze the indicators that signal higher overall performance.The goal of the study was to collect data to identify best practices andhelp marketers know how to reach specific audiences, and when to useparticular tactics within their multichannel campaigns. This report sharesthe research results and insights from this study.Study results show that direct mail is anything but “old school” or “dead.”It’s highly effective and ideal for reaching specific audiences. And, whenit’s deployed as an integrated component of multichannel campaigns,the results are impressive.While direct mail isn’t a new strategy, there’s a new strategy around itsdeployment, and this learning is too impactful for marketers to ignore.This report details the results and insights from over 575 participantsand the analysis of the study data. For more detail on the survey participants, please refer to the Appendix.MULTICHANNEL MARKETINGSome of the key findings from this study include:When direct mail is personalized and tightly integrated intothe channel mix and campaign technology:Average response rates improve significantly, with a62 percent increase in those reporting good or verygood response rates.The ROI of multichannel campaigns improves significantly, with an 80 percent increase in those reportinggood or very good ROI.Just over half of this study’s participants include direct mail intheir multichannel campaigns, and 80 percent of them reportthat direct mail improves multichannel campaign performance.The executive, or C-Suite, audience is the most soughtafter by study participants. Events and direct mail are themost effective channels to reach them.While postcards are the most frequently used direct mailformat, the dimensional format does the best job of representing the brand.Respondents using 7 or more channels in their mix are 26percent more likely to indicate their multichannel programsproduce good or very good response.7

MULTICHANNEL MARKETINGmaximizing program engagement and roiMultichannel Campaign Mix

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYMultichannel Campaign MixAn excellent place to start sharing the results of this study is with aninventory of channels that comprise multichannel campaigns.FIGURE 1Multichannel Campaign Channel MixFigure 1 shows various channels and their frequency of use.In this study, Events include webinars, tradeshows, and live events.Outbound Business Development Representative or Sales DevelopmentRepresentative includes the use of telephone, email, or social media aspart of these functions.The “Other channel” responses included the use of text/SMS, web chat,broadcast media, and partnership marketing.Email is the most frequently used channel.91%Email81%Social media73%EventsDisplay advertising/remarketing60%56%Direct mailSearch marketing/PPC51%Outbound BDR/SDR47%ContentsyndicationOther channel35%5%9

MULTICHANNEL MARKETINGMULTICHANNEL CAMPAIGN MIXFigure 2 displays how many channels, on average, study participants areusing for a typical multichannel marketing campaign.Two-thirds of study participants use between three and five channels fortheir campaigns. It’s less common for campaigns to include six or morechannels – only 15 percent in this study average that many channels ina campaign.Analysis of this channel data reveals a relationship between the numberof channels in use and the response rate (see Figure 12 and accompanying narrative) for multichannel campaigns:FIGURE 2Average Number of Channels in a Typical CampaignHalf the study participants are using between three and fourchannels.9 channels7 or more channels: 77 percent report good or very goodresponse rates.4 to 6 channels: 69 percent report good or very goodresponse rates.8 channels7 channels6 channels3 or fewer channels: 61 percent report good or very goodresponse rates.4%10 or more0%2%4%5%17%5 channels21%4 channelsThis data suggests that to get better response rates, marketers shouldconsider adding more channels to the mix for their campaigns.29%3 channels2 channels1 channelI don’t know11%3%4%10

MULTICHANNEL MARKETINGMULTICHANNEL CAMPAIGN MIX11Each channel has its strengths and weaknesses, which is a reason whyit’s necessary to use multiple channels in a campaign. Study participantsrated the channels from Figure 1 for their effectiveness in reaching thetarget audience. Figure 3 shares the results of this ranking.FIGURE 3Overall Effectiveness of Channels for Reaching Target AudienceCommon sense suggests that when comparing the effectiveness datafrom Figure 3 to the usage data in Figure 1, the most effective channels are also the most used. Our research found that this isn’t the case.Only events occupy a top three ranking on both lists. Marketers are notconsistently using the most effective channels.Events top the list of overall effectiveness for channels.While the study didn’t investigate this further, it seems apparent thatmarketers are guilty of using the channels that are easiest or most familiar,and not necessarily those that work the best. A later section of this reportexplores which channels work best for specific target audiences.While direct mail is not a new strategy, the strategy of how to best deployit has changed significantly. Figure 3 depicts that condition.Generic direct mail performs among the least effective atreaching target audiences, but when direct mail is brandedwell, personalized and integrated with multichannel campaigntechnology, it moves to the second most effective channel.This report will explore in greater detail the impact of direct mail integration, branding, and personalization.% effective or very effective83%EventsIntegrated, Branded,Personalized Direct Mail78%73%Search Marketing/PPCOutbound BDR/SDR71%Email68%Display Advertising/Remarketing63%Content Syndication63%Direct MailSocial Media61%55%


MULTICHANNEL MARKETINGEXECUTIVE SUMMARYThe Direct Mail ChannelAs a channel, direct mail is no outlier, with over half (56 percent) of studyparticipants reporting usage. There are multiple types of direct mail, andFigure 4 shows the usage frequency for the most common types.13FIGURE 4Usage Frequency for Direct Mail TypesPostcard and letter formats see the heaviest use.Marketers are most familiar with postcard and letter formats, and reportthat they use those formats most. Postcards are the least expensive directmail format. Many marketers favor postcards because there is nothing toopen: the message is easily visible.Dimensional mail formats are a close third in usage. This format includespieces that are not flat, like the other types, but have an element of depthto them. A dimensional mail piece is often sent in boxes or tubes, andits very form invites opening it. These pieces evoke natural curiosity andtend to drive higher response rOversizedletterDimensional

MULTICHANNEL MARKETINGTHE DIRECT MAIL CHANNELAll formats can represent a brand well, but some seem to do a betterjob than others. As a multichannel marketing campaign component,direct mail can represent a brand in a unique way, and Figure 5 providesinsight into how well direct mail formats do this.FIGURE 5Brand Representation Effectiveness Through Direct MailFor all formats, more than half of the study participants say that directmail represents their brand well or very well. The postcard, the mostused format (Figure 4), ranks lowest for how well it represents the brand,while dimensional ranks well above all other formats in this regard.Dimensional mail does the best job of representing the sending brand.The dimensional format is very strong at representing the brand becauseit can visually and interactively communicate brand values. When considering just those who use dimensional, its overall channel effectivenessranking, shown in Figure 3, improves.Filtering this channel effectiveness data by those who use dimensionalimproves generic direct mail effectiveness from 61 percent to 70 percent(shown in Figure 3).61% 70%Generic direct maileffectivenessImprovement generatedby dimensionalmail tterOversizedletterDimensional

MULTICHANNEL MARKETINGTHE DIRECT MAIL CHANNELAs Figure 2 shows, marketers rarely rely on a single channel for theircampaigns. The channel mix that marketers use in their campaignsshould ideally have a symbiotic relationship, with one channel enhancingthe performance of the other channels.This study examines how additive direct mail is as a channel when it ispart of multichannel campaigns. Figure 6 shares how complementarydirect mail is.FIGURE 6How Well Direct Mail Improves Multichannel CampaignPerformance52 percent report a moderate to major improvement in campaignperformance when direct mail is one of the channels.According to study participants, direct mail clearly enhances multichannel campaign performance.20%No discernible improvement/I don’t know14%Major improvement80% of studyparticipants report thatdirect mail improvesmultichannel campaignperformance.28%Slight improvement38%Moderateimprovement15

MULTICHANNEL MARKETINGTHE DIRECT MAIL CHANNELToday’s marketers rely heavily on marketing automation solutions tomanage and track the performance of their multichannel campaigns.Since direct mail isn’t a digital channel, however, many marketers mayassume that the direct mail channel must exist in a silo outside of themarketing automation system.FIGURE 7Integration of Direct Mail with Marketing Technology Usedfor Multichannel CampaignsThis assumption isn’t true, and this study measured the degree of integration that study participants reported between their direct mail effortsand their marketing automation platforms. Figure 7 shows the status ofthis integration.Most study participants report some level of integration.Study participants used the scale below to rate the integration of directmail shown in Figure 7:None: “Direct mail is sent manually or through a separate process.”14%16%CompleteNoneLow: “We manually transfer selected contacts from one system toanother.”Moderate: “We can push lists from one system to another.”19%LowHigh: “Direct mail is sent by a core marketing technology butmeasurement is separate or not available.”Complete: “Direct mail sends and measurement are an inherent partof our marketing technology.”It’s an exception for marketers who include direct mail in their channelmix to not have some degree of integration between direct mail andtheir marketing technology stack. Two-thirds of participants in this studyreport moderate to complete integration.17%High34%Moderate16

MULTICHANNEL MARKETINGTHE DIRECT MAIL CHANNELMarketers are familiar with the strategy of personalizing content, andmany studies exist that prove that personalized content is more effective.This study sought to understand the level of direct mail personalization.Using the following scale, study participants rated their direct mailpersonalization:17FIGURE 8Level of Personalization for Direct MailIntegration of direct mail efforts with marketing technology is a cleardriver of the ability to personalize direct mail pieces.None: “We use the same content.”A little: “We can change content like name and company.”A lot: “We can select content pieces and change content like nameand company.”Completely: “We can select content pieces and change manyelements of content on any of them.”Marketing technology enables personalization. Analysis of this study’sdata showed that the level of integration shown in Figure 7 has a bigeffect on the ability to personalize direct mail. Figure 8 summarizes directmail personalization by comparing two segments: those that have no,low, or moderate integration to those with high or complete integration.Respondents with high or complete integration of direct mail to their coremultichannel technology are 126.9 percent more likely to indicate personalization levels as a lot or complete. When integration is moderate or worse,over two-thirds are doing little to no personalization of direct mail. The lackof integration is a serious disadvantage when it comes to personalizingdirect mail.The role of marketing technology in enabling personalization, even for directmail, is quite clear. Well over half of those who have achieved high levelsof integration are also more advanced at personalizing direct mail.High or complete integrationNone, low or moderate integration26%33%40%20%55%19%A lotA littleNopersonalization6%Completepersonalization1%

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYMULTICHANNEL MARKETINGmaximizing program engagement and roiTarget Audiencesand Channels18

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYTarget Audiences and ChannelsThis study looks at the audiences marketers are trying to reach, andwhich channels do the best job of reaching them. Figure 9 displays thetarget audiences that study participants are trying to reach.FIGURE 9Target Audiences for Multichannel CampaignsExecutives are the most frequently targeted audience in multichannelcampaigns.60%C-Suite/Executive60% of studyparticipants are targetingthe C-Suite with theirmultichannel marketing.43%End sing27%Other audience10%19

MULTICHANNEL MARKETINGTARGET AUDIENCES AND CHANNELSThe audience that marketers in the study most often target with theirmultichannel campaigns is the C-suite or executive audience.FIGURE 10Channel Effectiveness by Target AudienceSales/MarketingFinancialTechnicalData from this study confirms what most marketers feel is true: the executive audience is the hardest audience to reach. For any target audience,particularly the executive one, knowing which channels are most effectiveat reaching them is imperative.Figure 10 summarizes what study participants shared about the effectiveness of various channels for reaching these target audiences.Figure 10 shows that each target audience is best reached by a differentmix of channels. Only two channels, however, are in the top three foreffectiveness for four of the five target audiences: events and directmail. No other channel shows that level of effectiveness consistency.The effectiveness of channels varies depending on the targetaudience.End nSearchMarketing/PPCDirect mailEmailDisplay ads/remarketingOutboundBDR/SDREventsSocial media

MULTICHANNEL MARKETINGTARGET AUDIENCES AND CHANNELSMarketers should first understand their target audience’s preferences,and match the channel mix to those preferences. Table 1 summarizes thetop channels for each of the audiences in Figure 10.Each of the audiences shown in Figure 9 is best reached using a specificset of channels. Marketers that use the same channel for all audiencesare compromising their effectiveness.21TABLE 1Summary of top channels for reaching audiences shown in Figure 9.The data from Figure 10 also confirms that the C-Suite is the hardest audience to reach. To make this determination, we calculated the averageeffectiveness of all channels by audience.TargetAudienceTop 3 ChannelsTable 1 shows this summary, with the C-Suite having the lowest average,implying the greatest difficulty in reaching them. The sales and marketingaudience, by contrast, has the highest channel effectiveness average,implying this audience is most easily reached.C-suite/Executive1. Events2. Direct mail3. Outbound BDR/SDR50%Technical1. Events2. Content syndication3. Email62%Financial/Purchasing1. Direct mail2. Outbound BDR/SDR3. Events59%Sales/Marketing1. Events2. Email3. Direct mail77%End user1. Content syndication2. Search marketing3. Direct mail74%Average Effectivenessfor All Channels

MULTICHANNEL MARKETINGTARGET AUDIENCES AND CHANNELSThe adage, “timing is everything” certainly applies to marketingcampaigns. Marketers are wise to question the timing and cadence oftheir communications to the audiences they are trying to reach.The participants in this study give us insight into the critical questionof which communication formats work best for each of the audiencesshown in Figure 10. Figure 11 shows what study participants shared asthe best communication cadence for each audience.The C-Suite stands out as a special case. According to study participants, all audiences except this one are best reached through theapproach that sends more frequent messages on a regular basis, suchas daily, weekly, or monthly.For members of the C-Suite, targeting them with messages triggeredbased on specific needs is the best approach. The underlying assumptions for this approach are:1222FIGURE 11Communication Cadence that Works Best for Each AudienceMost audiences are best reached through more frequent messages,except for the C-Suite.End User27%19%The right marketing technology is in place to sensethese needs.27%Technology integrations exist for all the campaignchannels that target this audience.23%44%Messagestriggeredbased ssagessent viaautomationprocessbased oncampaign flowC-Suite21%18%More frequentmessages on aregular basis(e.g. daily,weekly,monthly)Infrequentmessageson a regularcadence(e.g. quarterly)Not applicablefor thisaudience

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYMULTICHANNEL MARKETINGmaximizing program engagement and roiCampaign ResponseRate and ROI23

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYCampaign Response Rate and ROIFIGURE 12Response to Multichannel CampaignsTwo key multichannel campaign metrics that marketers track (or shouldtrack) are response rate and return on investment (ROI). This studymeasured both of these metrics and found several correlations thatimpact them.Two-thirds of study participants report good or very good responseto their campaigns.Figure 12 shows how participants rated the response to their multichannel marketing campaigns.0%Very poor4%Poor66% of studyparticipants report good orvery good response to theirmultichannel campaigns.30%Neutral6%Very good60%Good24

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIThe study’s definition of campaign responses includes clicks, opens,or registrations. Several correlations exist in the study data regardingmultichannel campaign response rates. The first is simply whether or notdirect mail was in the channel mix for a campaign.Figure 13 shows a 9.5 percent lift in respondents indicating response asgood or very good from their multichannel campaigns.FIGURE 13Response to Multichannel Campaigns: With andWithout Direct MailWhen direct mail is part of the channel mix, campaigns have slightlybetter response rates.Direct mail in the channel mixDirect mail not in the channel mix9.5% of studyparticipants were morelikely to report good or verygood response rates whendirect mail was part of thechannel mix.7%5%Very good62%29%58%32%GoodNeutral2%5%Poor0%0%Very poor25

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIThe inclusion of generic direct mail elements in a multichannel campaigndoesn’t have a dramatic impact on response, but direct mail that’s tightlyintegrated to the multichannel technology changes everything.We see a 41.7 percent increase in respondents reporting good or verygood response rates (85% vs only 60%) when their direct mail integrationis high to complete. Figure 14 shows this result.41.7% of studyparticipants were more likelyto report good or very goodresponse rates when theirdirect mail integration totheir marketing technologywas high or complete.FIGURE 14Response to Multichannel Campaigns Based onIntegration of Direct Mail with MarTechIntegrating direct mail with the multichannel campaign technologyhas a big effect on response rates.Direct mail integration high to completeDirect mail integration none to moderate11%4%Very good74%14%56%36%GoodNeutral0%1%4%0%PoorVery poor26

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIMost marketers would assume that personalization lifts response ratesfor campaigns, and that assumption holds true for this study. In multichannel campaigns, personalizing direct mail a lot or completely makesit 38 percent more likely for marketers to realize good or very goodresponse rates, as Figure 15 shows.FIGURE 15Response to Multichannel Campaigns Based onDirect Mail PersonalizationAs Figure 13 shows, including direct mail in the mix for multichannelcampaigns improves response rates.Personalized direct mail generates significantly better responserates to multichannel campaigns.Integrating and personalizing direct mail amplifies response rates,with 90 percent of study participants who do both reporting good orvery good response rates.Direct mail personalization a lot to completelyDirect mail personalization none to a little10%38% of studyparticipants were more likelyto report good or very goodresponse rates when theypersonalized direct mail alot or completely.73%15%4%56%36%Very goodGoodNeutral2%0%3%1%PoorVery poor27

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIResponse rates are important, but ROI is usually the critical metric formultichannel campaigns. Figure 16 shows the average ROI participantsreport for multichannel campaigns.FIGURE 16Average ROI from Multichannel CampaignsWell over half of the study’s participants get good or very good ROI.59% of study6%participants report good orvery good multichannelcampaign ROI.Not measured/I don’t know6%6%Very good53%Poor0%GoodVery poor29%Neutral28

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIAs was true for response rates, we found several correlations to producinghigher levels of ROI for multichannel campaigns. The simple inclusion ofdirect mail in the channel mix was one of them, and Figure 17 shows a12.8 percent lift in respondents indicating good or very good ROI.29FIGURE 17ROI for Multichannel Campaigns: With and WithoutDirect MailWhen direct mail is part of the channel mix, campaigns have better ROI.12.8% of studyDirect mail in the channel mixparticipants were morelikely to report good or verygood ROI when direct mailwas part of the multichannel mix.Direct mail not in the channel mix8%4%Very good54%27%51%31%GoodNeutral5%0%6%6%1%7%PoorVery poorNot measured/I don’t know

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIWhen direct mail is in the channel mix, there is an improvement in ROI,but greater impact comes in the way that marketers include direct mailin the mix.Figure 18 shows a 62.7 percent lift in participants reporting good or verygood ROI when their direct mail integration to their marketing technologyis high to complete.30FIGURE 18ROI of Multichannel Campaigns Based on Integration ofDirect Mail with MarTechIntegrating direct mail with the multichannel campaign technologyhas a big impact on ROI.As Figure 18 shows, when allowing direct mail to participate as a fullfledged member of a multichannel campaign via integration, it candrive a much higher ROI.Direct mail integration high to completeDirect mail integration none to moderate62.7% of studyparticipants were morelikely to report good or verygood ROI when their directmail integration to theirmarketing technology washigh to complete.14%5%Very good69%10%46%35%GoodNeutral0%0%7%8%1%5%PoorVery poorNotmeasured/I don’t know

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIStudy participants realize a similar ROI impact through direct mailpersonalization.As Figure 19 shows, when personalizing direct mail a lot or completely,we see a 45.3 percent lift in participants reporting multichannel campaignROI performance of good or very good.31FIGURE 19ROI of Multichannel Campaigns Based on Direct MailPersonalizationROI goes up through direct mail personalization.Direct mail personalization a lot to completely45.3% of studyparticipants were morelikely to report good orvery good ROI when theypersonalized mail a lot orcompletely.Direct mail personalization none to a little11%6%Very good66%16%47%33%GoodNeutral2%0%5%7%1%6%PoorVery poorNotmeasured/I don’t know

MULTICHANNEL MARKETINGCAMPAIGN RESPONSE RATE AND ROIThere’s no doubt that thoughtfully adding direct mail to the mix formultichannel campaigns pushes the response rates and ROI in thedirection that marketers want. Other success factors also contribute tocampaign success, as Figure 20 summarizes.Many things contribute to the success of multichannel marketingcampaigns, but in this study, the basics top the list: having accurate data,understanding what the target audience needs, and staying on brandwith messaging.Focusing elsewhere before ensuring audience needs are well understood and data is accurate compromises the effectiveness of even themost creative campaign.FIGURE 20Multichannel Campaign ROI Success FactorsStudy participants identified data accuracy as the top success factorto produce ROI.% high importance80%Data accuracyUnderstandingaudience needs72%Design & branding ofdelivered messages65%Personalizingdelivered nwith multiple channels47%Channel attribution38%Mix of offline &online tactics36%32

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYMULTICHANNEL MARKETINGmaximizing program engagement and roiResearch Insightsfrom PFL Customers33

EXECUTIVE SUMMARYResearch Insights from PFLCustomersPFL partnered with Demand Metric to conduct this study. PFL is a leadingprovider of Tactile Marketing Automation solutions as well as printing,mailing, and fulfillment services.Its customers represent a segment of marketers that produce the highestresults and are role models for the multichannel and direct mail bestpractices this report has identified.As such, segmenting PFL customer responses provides a rare andunique opportunity to see how well the PFL vision for tactile marketingdelivers value.MULTICHANNEL MARKETING34

MULTICHANNEL MARKETINGRESEARCH INSIGHTS FROM PFL CUSTOMERSTo understand the value that PFL customers are getting, we’ll present somecomparisons of the PFL customer segment to the rest of the study sample.The PFL segment is 88 percent more likely to use the highestperforming direct mail format: dimensional format (66 percentcompared to 35 percent).The PFL segment is 82 percent more likely to indicate that theirdimensional mail format represents their brand very well (51 percentcompared to 28 percent). This is important because not all dimensionalexecutions have the same impact. Part of the PFL value proposition isthe design of high-impact, compelling dimensional mail pieces.The PFL segment is 32 percent more likely to report that direct mailproduces moderate to major improvement in overall multichannelcampaign performance (65 percent compared to 49 percent). Thisoutcome provides evidence that the PFL approach to the inclusion ofdirect mail in the channel mix is more effective.Figure 21 summarizes these comparison metrics.35FIGURE 21PFL Customers vs Full Survey Sample: Key Metric ComparisonPFL customers outperform the full survey sample by a significant margin.PFL customersFull survey sample65%51%66%49%28%35%Direct mail producesmoderate to majorimprovement in overallmultichannel campaignperformanceDimensionalrepresentsbrand very wellDimensionalmail use

MULTICHANNEL MARKETINGEXECUTIVE SUMMARYMULTICHANNEL MARKETINGmaximizing program engagement and roiThe Bottom Lineand Recommendations36

EXECUTIVE SUMMARYMULTICHANNEL MARKETINGThe Bottom LineDirect mail has the reputation of a low-tech channel that was once highlyrelevant but has been eclipsed by more modern digital channels. It’s anunderstandable assumption to make but it’s incorrect.In our world, where much of what we receive is in a digital format, thetactile nature of direct mail can register in a way digital media cannot, andincluding tactile marketing approaches in multichannel campaigns makesthem perform even better.There are two extreme stances marketers often take concerning direct mail:Direct mail is dead and deserves no place in the modern marketer’schannel mix.Direct mail belongs in the channel mix for every audience and campaign.The research this report provides clearly refutes the firststance. Whatever the emotions, experience, or opinionssurrounding direct mail, the data here shows that including itin t

MULTICHANNEL MARKETING 5 Here's the deal: at Demand Metric we get to work with a lot of well-known MarTech solution providers. When one of them - the leading provider of an innovative B2B digital marketing platform - revealed to us that they rely heavily on multi- channel campaigns, with direct mail as the tip of the spear for their lead

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