Get Superior Results Across Channels This Fall by Emulating What Works Offline
Imagine the possibility of emulating the most successful components of your direct-mail program across multiple marketing channels.
Many commercial mailers and fundraisers have yet to connect the dots when it comes to using various forms of media to generate new revenue. You may have heard about multi-channel marketing yet are reluctant to put it to the test.
AccuList USA® can take your direct marketing or online display-advertising program to the next level.
For example, targeted online marketing is generating cross-channel sales for a growing number of savvy direct marketers. We’re not just talking about old-fashioned “pay-per-click” ads, where you will be charged for clicks on “Sponsored Results” as is the case with search engines such as Google or Yahoo.
Many of our clients have discovered that they can apply campaign metrics from their direct-mail promotions and extrapolate information to create new targeted online advertising programs on individual web sites or even B2C or B2B advertising networks, without reinventing the wheel or paying a premium for qualified site visitors we know are shopping.
Targeted online ads run on thousands of commercial web sites and social media “community” sites, along with mobile phones and tablet computers like iPads. Yes, we can supply you with postal and e-mail lists of known iPad users or Social Media participants having specific interests or demographics.
Using predictive analytics and online industry- leading comScore data, your banner ads can be shown to those who share common attributes with your top customers or even donors. Targeted online advertising can also be “served” on sites whose names work for your direct mail, including mining households by zip code or businesses by SIC or job function.
If certain postal lists work for you like gangbusters each year, why not have AccuList USA make arrangements to run your banner ads with those same proven direct-mail list owners on their web sites, or place your offer in their package insert or statement programs?
Depending on the offer, e-mail can also be cost-effective for new customer acquisition. E-mail is not appropriate in most cases for donor acquisition, unless it can be tied to a major event which lends itself to a “Mobile Giving” strategy.
It is well settled that e-mail works great for customer and donor retention and reactivation. AccuList USA can identify e-mail lists that come from the same proven brands whose lists work for direct mail. Why not give e-mail a try this fall?
By the way, AccuList USA can append postal or “opt-in” e-mail information to your list.
Insert-media programs remain popular this year yet are frequently overlooked by direct marketers who have reallocated their advertising budgets. Unlike direct mail, there’s no postage. Your offer “rides along” with an implied endorsement from the program owner. AccuList USA can place your offer or appeal in thousands of regional or national programs, all of which can generate predictable results.
Market-specific strategies can yield measurable positive results and extend your reach across multiple channels, at a very affordable cost. Best of all, customers who make purchases via direct mail and online are the most valuable when it comes to lifetime value.
This year, AccuList USA analyzed seven Business-to-Business (B2B) markets to identify top lists and most active mailers along with a separate study of 23 Business-to-Consumer (B2C) markets and mailers. Among the leading B2B markets, we identified 21 top-performing lists. We found 69 proven lists among B2C market segments. These results were compiled from our exclusive Rank Score Analysis reports, which are available upon request to AccuList USA clients. For details on our top list picks and active mailers in selected markets, please visit www.acculistusa.com/top2012picks Here is a sampling of the most popular B2C and B2B lists where we tracked test and continuation usage this year in selected markets:
Animal Welfare Donors
- Animal Legal Defense Fund
- Fund For Animals
- In Defense of Animals – Donors
Beauty and Personal Care Products
- Beauty Boutique Cosmetic Buyers
- Boys Town Donors
- Paralyzed Veterans Of America Premium Donor Masterfle
- The Leukemia & Lymphoma Society
- Americans For Freedom & Family Donors
- GOP – The Next Generation
- Operation Gather Donors
Health Cause Donors
- Alzheimer’s Disease Research
- National Breast Cancer Research Center
- National Diabetes Fund
- Wounded Warrior Project
- USO (United Service Organizations)
- Blinded Veterans Association
- EHS Today From Penton Media
- Government Product News From Penton Media
- Logistics Today From Penton Media
- G. Neil
For marketers who favor online marketing or social media, you are leaving incremental revenue on the table by not pursuing “top tier” direct-mail lists from various site owners through AccuList USA. Direct mail works even better when it is “integrated” with other media. Direct mail can also be managed in an environmentally friendly manner. Call us for details.
In conclusion, direct marketers who have yet to master the art and science of multi-channel marketing should not forsake any marketing channel when they can cost-effectively forge new relationships, make a buck, and generate loyal customers or donors.