Why Integrating Direct Mail with Telemarketing Makes Sense
Posted on Feb 18, 2008 by Kathy Rizzo, Vice President of Sales and Marketing
With such a large focus on integrating email with telemarketing, one might wonder if direct mail is also still beneficial in generating leads. We recently discovered some interesting stats relating to direct mail integration while analyzing a recent survey of high-tech marketers regarding their telemarketing lead generation practices.
By analyzing responses of more than 50 high-tech marketers, we were able to pinpoint the unique characteristics of “best in class” marketers relating to telemarketing practices. One of the most interesting discoveries was that a majority (63.4 percent) of our “best in class” marketers integrate email and direct mail into their telemarketing strategy. While nearly everyone surveyed indicated they are integrating email, the “best in class” marketers are integrating both email and direct mail into their telemarketing approach 25 percent more often.
Therefore, our advice is to look into expanding your media mix to include direct mail. You may use direct mail in advance of your calling effort – which is a traditional use of direct mail with telemarketing. Alternatively, you can utilize it as a print-on-demand, customized mailer based on the results of your telemarketing call and prospect profile. This is a great technique to use when you are nurturing contacts and providing “relevant” content.
To review TeleNet’s complete analysis of our telemarketing survey, click the below link:
Tagged: nurturing, content, telemarketing
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Comments
David Longval said:
Our findings would agree. Also, the two most important elements for any direct marketing program is your target audience and offer. It's essential to acquire dependable data and analytics of your audience. Once you have the necessary insight into your target audience, it's crucial to have a compelling offer. Remember, your audience isn't just sitting back waiting for your solicitation. Your offer needs to motivate a response that will navigate them into your sales funnel. The approach of integrating multiple media sources has proven successful for us, and the lead generation programs we have developed for our clients. Direct mail makes a personal connection in a way that email may not, and therefore when integrated into a telemarketing lead generation program may ensure increased effectiveness for a better ROI.