A Multitouch Approach for New Movers
In a world so dependent on making a first and lasting impression (before the competition), marketers have started to rely on an omnichannel approach to get the attention of new movers.
But not all omnichannel strategies are created equal. A good approach has to include:
- Direct mail offerings with multiple touchpoints and response mechanisms, like BRCs, eBRCs, and PURLs that lead to personalized landing pages
- Digital ads targeting new movers via geofencing and floodlight technology
- Email campaigns as both outreach and follow-up
It’s nothing mind blowing, but when done correctly, it can make a big impact. With that in mind, let’s take a look at a Healthcare network that we’ll call Health X and see how a multitouch, omnichannel campaign helped them successfully target and convert new movers.
Health X’s Multitouch, Omni-Channel New Mover Campaign
We’ve run recurring campaigns for Health X since 2015, including a multitouch direct mail component. Over the last five years, we’ve noticed that a second mailer (T2) received roughly an equivalent response rate when compared to the first mailer (T1).
Essentially, this means that T2 effectively doubled response rates as opposed to a campaign featuring a single mailer. Not only that, but T2 outperformed our original benchmark and in some cases, outperformed T1. This is a great example as to why multitouch marketing is so important in a complete campaign.
But where does this fit into our omnichannel marketing strategy? Via a digital component.
In both of our T1 and T2 mailers, we gave the recipients two options for their response — a conventional business reply card (BRC) and an eBRC. On average, we received about 15% of our responses via eBRCs, bolstering our total response rate when compared to BRCs alone.
And, as our results continue to surpass benchmarks year after year, we’ve been looking at new ways to get better results, like the addition of more digital ads and PURLs as consumer preferences continue to trend towards the digital.
Customize Your Campaign
This is what’s so great about an omnichannel campaign — you can add and subtract campaign elements as you see fit. Whatever your needs are, you can customize an omnichannel campaign to those needs and your budget.
So, what are you waiting for?
If you’re interested in creating a custom built, omnichannel campaign for customer acquisition, contact us to see what Strata can do for you.
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