Digital versus print? Why effective multichannel marketing needs both

Marketing scientists agree that an integrated, multichannel approach that includes a variety of touch points will generate better results. Consider the mechanics around synching print with email. Which comes first, print or email? Well, it depends on your objective.

If your intent is for a prospect to visit you at a trade show, you likely will lead with emails, followed by a brochure highlighting your booth location at the show. But if you want a reader to register for a symposium, send out a brochure, followed by an email with a link to the registration form.

A curious paradox is actually increasing the value of direct mail: while total postal volume has declined sharply over the past few years, an increase in the “share of mailbox” value has driven higher response rates for direct mail. With a two-pronged digital and print approach, you can increase your campaign success rate with the following messaging tips:

From a reader’s perspective, the vital question is: “What does this message mean to me?” Ask yourself how your story changes the way people work? Why should they care? Make sure your content is relevant to the audience by offering tips and advice on their main business challenges.

Demographics and psychographics come into play, and life changes affect both. Use your data resources to personalize messages and celebrate special moments —marriages, childbirth, house purchases, championships and the like. On-target emails and print drive behavior.

When you want print readers to go to a website, choose an easy-to-remember URL. When you want them to click on a link in an email, place it high and prominently in the message. To make it easier for your message to be shared on social media, make sure to include sharing icons for social channels like Facebook, Twitter and LinkedIn.

If you’re not offering the reader an enticement to take action, your competitors probably are. Think carefully about what type of offer will be most valuable to the reader and to your company — discounts, free samples, or surprise gifts, etc.

Much depends on whether your campaign is connected to an event, product launch, buying season, etc., and the range of media planned: emails, brochures, social media, magazine and banner ads, etc. Wait too long between engaging with the prospect, and he or she may forget the original message. Go too soon, and he or she may feel pestered. Avoid this pitfall by filling in dates on a calendar to visually judge the impact of your overall campaign.

Every touch point of your campaign should have a “Call to Action” (CTA) that moves the buyer closer to the decision point. Ask yourself: What action do I want them to take after reading this email? Visit my website? Register for an event? Call a Sales Rep? Make sure your CTA is clear at the end of each message.