Most marketers understand that repetition is important in getting their message across to customers. This is why direct mail marketers send multiple mail pieces to the same customers over a period of time, usually a few weeks or months apart. There are a couple of reasons for this, one of which is name recognition. The first reason is that when customers see your name multiple times, it adds credibility and builds a brand image. Like Mercedes Benz. Even if you’ve never owned one, Mercedes is clearly viewed as being a quality car. This reputation has been built over years of successful integrated marketing (or tightly aligning messaging and imagery across different communications mediums).
The second reason is that customers are not always looking to make a purchase the first time your marketing piece reaches them. It would certainly be nice, but the odds are usually against an immediate purchase. So repetition is important.
New technology allows merchants to be more creative in their marketing campaigns, touching customers with a targeted message in numerous original ways. Some consumers may prefer to hear your message, while others may want to see your message or image. Using the same branding with different media will both reinforce your image and increase the likelihood you are connecting to customers the way they want to be reached.
To ensure you touch the widest audience possible, consider a cohesive campaign that includes the same message with email, direct mail and videos, for example. Of course there are other combinations, but the point is the same –by tying it all together, you reach customers through multiple media and at multiple times, and dramatically increase your odds of influencing them!
Email marketing and direct mail are great ways to acquire and engage customers.
To learn more about email marketing with pbSmartConnections, click here.