Virtually all marketing campaigns are most successful when they employ a multi-channel approach to a targeted audience. This is especially true for campaigns designed to get new orders, as very often you do not have past results to guide you. Relying on email campaigns or direct mail alone (or even in combination) will not get you the best conversion as this could be improved by integrating a telemarketing effort into the program. I think it is fair to say the majority of promotional emails end up in a spam folder and those that make it to the recipient’s inbox are often lost in all the other emails the recipient has to wade through. We all intend to go back to emails and check on them at a later date, but how often do we actually do that? Direct mail pieces often are ignored and depending on the type of promotion, this can be very expensive on a cost per order basis.
Savvy publishers realize the benefits of using multiple marketing channels to promote their print publications and products while growing their audience: Email, direct mail, tip covers, blow-in cards, print and digital advertising and telemarketing are all part of a well-rounded campaign. It also makes sense to include outbound calling efforts into your digital strategy sooner rather than later. It augments your traditional efforts seamlessly by adding a strong CALL TO ACTION that is delivered using outbound calling efforts.
Nothing offers better contact with your customer or prospect because telemarketing enables you to interact one-on-one, which should mean better conversion. An outbound calling campaign fits seamlessly into an integrated marketing campaign. More and more publishers are taking advantage of proactive outbound calling to grow their digital audience, and their efforts are paying off. With a strong call to action added to each outbound call, results can improve dramatically.
For example, for one publisher interested in growing their magazine app downloads, we deployed an email containing download instructions while the potential subscribers were on the phone speaking to our agents. With a proactive, personal introduction via an outbound call, the opt-ins became a natural and easy transition during the conversation. The proactive effort increased opt-in success dramatically.
In another case, the audience marketer was looking to increase open rates for their digital magazine and create online eNewsletter engagement. Our agents called one publisher’s subscribers who just received an email promotion and while on the phone we verified and updated the recipient’s email address using our email verification tool. This also allowed us, on the publisher’s behalf, to interact in a positive manner with the customer. This in turn gave kudos to our customer and in turn set the stage for a good interaction the next time a call is made.
Whatever the goal or overall digital product strategy, your marketing plan can and should include an outbound calling program that is targeted and integrated with your other efforts. You can even including a qualified LGEN question for your advertisers that will allow you to offset come of the costs of the promotion. This is ultimately the key to a successful proactive digital strategy that gets you results.