Multi-Channel Direct Marketing Made Easy
More than ever, direct marketers have a multitude of channels at their disposal for their direct marketing programs and campaigns. While this represents great opportunity, it can also represent complexity in execution.

First and foremost, use your marketing database to facilitate the channel(s) that you want to use based on your business and marketing need. Too often, marketers allow the contact information available to them dictate the channel. For instance, if a marketer is unsure about the opt-in/opt-out status of their phone numbers, they may instead conduct a direct mailing campaign, even though ideally they really want to run a telesales campaign. When used properly, your marketing database will always contain standardized, validated, and corrected data—ready to use in an instant for the channel(s) that are best for your business.

In today’s direct marketing world, marketers often want to conduct multi-channel campaigns, using a mix of the channels at their disposal. In these scenarios, the true value of your marketing database can be realized. For instance, your marketing database can be used to build segments, run counts, and extract a list for an email campaign. A week later, based each email campaign recipient’s actions, a text message, phone call, or direct mail campaign can be sent as a follow-up, tailored to each person based on how they reacted to the initial email.

Properly applied and managed, your marketing database provides you the ideal integrated foundation for balancing and optimizing your direct marketing channels.