Study: More Channels = Better Results

Have you ever wondered how using multiple channels impacts your results? A recent study from Demand Metric / PFL gives some insights. In this study, “2019 Multichannel Marketing Report,” which surveyed 579 marketers, researchers asked how many channels respondents were using and how happy they were with the results.

The study found that two-thirds of study participants use between three and five channels for their campaigns. Fewer respondents use six or more channels, but those that do are getting better results.

How Many Channels Are You Using in Your Campaigns?

1 Channel	3%
2 Channels	11%
3 Channels	29%
4 Channels	21%
5 Channels	17%
6 Channels	5%
7 Channels	4%
8+ Channels	6%

 

Next, researchers asked participants to rate the effectiveness of their efforts. Consistently, respondents using more channels reported getting better results:

• 7+ channels: 77% report good or very good response rates
• 4-6 channels: 69% report good or very good response rates
• 3 or fewer channels: 61% report good or very good response rates.

Adding channels boosts results!

Which channels should marketers integrate? It depends on their marketing goals, budget, and available time and resources. But direct mail comes in very high as a component of these campaigns. When asked which channels were the most effective at reaching their target audiences, 78% of respondents cited “integrated, branded, personalized direct mail” as being effective or very effective and 61% said traditional direct mail is effective or very effective.  Not only this, but 80% of study participants report that direct mail directly improves multichannel campaign performance.

When it comes to multichannel marketing, there is no magic bullet, but there are some trends we can count on: 1) well crafted, integrated multichannel campaigns get better results, especially when those campaigns include direct mail; and 2) all types of direct mail are powerful, but especially those that are branded and tightly integrated with the other channels being used.

What does a well-crafted, branded, integrated direct mail campaign look like? Let us show you.