Multichannel marketing means interacting with customers using a combination of indirect and direct communication channels. This type of strategy makes it easy for consumers to interact with your brand – whenever, however, and wherever they want.
In this digital age, plenty of businesses mainly focus on online marketing – email, social media, video, etc. However, this doesn’t necessarily mean that print has become obsolete. In fact, recent research shows that people are 70% more likely to remember a brand they see in print compared to online.
This week we found an interesting case study by MarketReach focussing on the travel company Expedia CruiseShipCenters. Essentially, with a growing number of Canadians transacting online, the company thought it was time to combine their direct marketing efforts with digital. The company set out to see if a multi-channel approach would enhance the effectiveness of Dream Voyages magazine in generating cruise bookings.
To test how a multi-channel strategy, combining mail and email, would compare against mail alone, Expedia CruiseShipCenters divided the mailing of its Dream Voyages magazine into two groups:
- Group A received the magazine with a follow-up email from the travel agent.
- Group B received the magazine without follow up email.
To track the impact of each cell, mailings to each group had unique phone numbers and URLs.
The results of the campaign demonstrated that mail and email are a powerful and effective combination that delivers increased response rates and boosts sales. The multi-channel campaign yielded a 167.27% higher phone response rate and an additional 126% increase in bookings, resulting in a 174% uplift in sales. These figures just speak for themselves!
Here at Callimedia, we ran a welcome home campaign for customers returning from their holiday for a travel company, which delivered a significant uplift in rebooking within 30 days of returning home. If you’re a travel company and you’d like some idea of using direct mail to engage, acquire and retain customers, get in touch with us today.