Why Integrated Direct Marketing Works

In a study by the Direct Marketing Association they found 57% of the campaigns studied were employing integrated direct marketing.

In your own direct marketing campaigns - you may have observed a different response rate for various campaign strategies - depending on the content, the audience, and the media.

Managing Director of Com Motion, Ed Lee, stated what may not be so obvious to some new business owners - “no one tactic can reach all of your audiences.”   It may appear to be cheaper to utilize E-mail marketing only, but not everyone will respond to E-mail.

When you present quality content in your integrated direct marketing campaigns you’ll see a higher response rate.  Of course there are many variables to consider and for each business niche it will be different.

Fund Raising Success found that when both E-mail marketing and direct mail marketing were used in tandem, the fund raising campaigns had a much better response rate then when used individually.

The bottom line is that there is no right formula for what direct marketing campaign channels you use, but it’s absolutely certain that when you use a mixture of channels you’ll get a better response from your target audience.