Very often, buyers need more than one contact before they make a purchase. Sometimes, especially with more complex sales, they need 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 trifold 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 nonresponders. This mailing built on the name recognition built by the first mailing, but was tweaked to differentiate the two. After this mailing, the marketer was swamped with responses — so much so that the third mailing was delayed for several weeks so that the response team could keep up.
Step 3: The marketer sought to engage people who had not responded to the first two mailings. It used 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 us help!
