Making Marketing Integration Work For You

The advent of e-mail marketing has led many businesses to lessen their use of more traditional approaches such as direct mail and telephone, and the reasoning behind this is simple: E-mail marketing is less expensive, and it capitalizes upon the technology that more and more customers are comfortable making purchasing decisions from nowadays.

However, many companies take it a step too far, in that they abandon the use of direct mail and telephone altogether, when in fact this will do more harm than good.

The most effective method of communication is a multi-channel approach whereby a mix of these methods is employed to reach as many of your customers/prospects as possible.

Keep in mind that a portion of your database will not use e-mail to consider what you are offering. The same is true with direct mail and phone solicitation. To effectively reach every potential buyer you need to employ the use of every potential channel.

For the purposes of this posting I am only going to discuss phone, e-mail and direct mail although there are numerous other strategies you should be using as well.

The question you need to ask yourself as a business is: what is the ideal mix of multi-channel marketing?

While there is no definitive answer, a recent marketing study put out by the University of California sheds some light onto how you should develop your marketing mix.

According to the study, customer spending hit its peak when phone and direct mail contacts were combined 6 times each (this does not include e-mail). The thinking is that direct mail and phone strategies are complementary in terms of their impact on customer behavior.

In regards to e-mail:

  • Per every phone contact, the ideal number of e-mails is 5 to 6
  • If you bump this number up to 3-5 calls, the ideal number of e-mails drops to 2 to 3
  • Per every direct mail contact, the ideal number of e-mails is 5
  • If you bump this number up to 5, the ideal number of e-mails drops all the way down to 1

It is also vital when developing your marketing mix that you focus on not being too intrusive. Your customers and prospects value their time and if you interrupt them too much they will begin to see you as a nuisance.

The same marketing study listed the ideal number of single channel contacts over a 3 month period of time:

  • 3 via telephone
  • 3-4 via e-mail
  • 9-10 via direct mail

In a time where everyone wants to abandon direct mail, many customers view it as the least intrusive of all these methods, and as such you should continue to incorporate it into your marketing mix.

At least as long as it’s not horribly ineffective.

I want to thank the entire team at Dave Yoho Associates for meeting with our Canvassing Managers last week. The knowledge we learned in only one day was invaluable.

Jason Hollister, Proximity Marketing Manager
RbA Southard Corporation

Dave Yoho Associates’ consultants are the sharpest in the industry, and are incredible communicators, very engaging, and always inspiring. Their industry insight is unmatched, as is their creativity.

Todd Miller, President
Isaiah Industries

We found Dave Yoho Associates extremely professional and knowledgeable in evaluating our current business model and recommending specific solutions that will improve our efficiency and profit.

Wasyl Bodnar, President
Ventana Design, Sales, and Manufacturing

We are grateful to have Dave Yoho Associates work with our entire team. I firmly believe the improved performance of our event marketing team is directly tied to your coaching over the last couple of years.

Scott Barr, Steward
Southwest Exteriors

We have been working a long time to reach a “million-dollar month”, and this September we finally accomplished our goal! The Dave Yoho Associates model and training tools are without a doubt the keys to our success.

Chuck Cometti, General Manager
RbA of Central New York

Dave Yoho Associates produced amazing results for us! Every percentage point of improvement in our lead issue rate translated to an additional $500,000 in business.

Brian Leader, Founder
Improveit! Home Remodeling

I would like to thank Dave Yoho Associates for their consulting services. For me, the meaning of ‘value’ is getting more than what you paid for, and their services truly exemplify this.

Aaron Heth, Director of Sales
Freedom-Solar

I’ve had the privilege of using Dave Yoho Associates consulting services for the last three years. It’s by far the best single business decision I’ve made. Their structure, training, and business coaching are second to none.

Michael James, CEO
Classic Exteriors

We’ve used the consulting services of Dave Yoho Associates for several years now. Much of our success can be attributed to following their systematic teachings and practices.

Michael Hoy, President
Great Day Improvements

Recently, Dave Yoho Associates performed ‘role-play’ scenarios for three hours with our salespeople. The eye-rolling is gone and their confidence has grown substantially. Can’t wait for your visit next month!

Jason Phillips, CEO
Phillips Home Improvements

OUR PARTNERS

Get a FREE 30 Minute Consultation A FREE GIFT
Call Us Now