Why choose a multichannel direct marketing platform for your company?

We are all aware of the thrust of new technologies and their impact on all facets of our lives. And especially in the field of communication. So, when a company seeks to promote itself, does it have to give up traditional physical channels? Far from it! In fact, direct or direct or promotional marketing demonstrates the effectiveness of implementing its strategies through a multichannel platform.

On this occasion, we dwell on these issues:

• We identify what a multichannel platform is and how it applies to direct marketing campaigns.
• The main benefits enjoyed by a company that adopts multichannel for its promotions.
• Examples of direct marketing strategies that combine physical and digital channels.

You are not clear what direct marketing is? We reveal what it is and its tools.

Your company needs to make itself known and stand out in a globalized environment with extremely high levels of competition. But, is it more effective the amount of public reached or the real impact of that campaign? Actually, the most practical thing is to be able to implement different strategies, depending on each situation.

A multichannel platform allows combining the use of physical and digital channels. However, multichannel is not about accumulating media and media, to launch the same message indiscriminately to everyone. The possibility of discriminating and selecting channels in a personalized way is the quality that differentiates these platforms from other marketing tools.

We review the importance of personalized marketing.

Personalization combined with multi-channeling is what creates the connection between these platforms and direct marketing, which is so positive for companies. Let’s remember that personalized communication is the major difference between direct promotional actions and other marketing modalities.

Undoubtedly, its impact is more effective because it can focus on a more concrete and specific audience. But, above all, because it delivers a message tailored to that target audience profile and sends it to them through their preferred channel. In particular, the possibility of using physical and digital media brings these benefits to companies:

As we said in a direct campaign, it is essential to be able to segment the audience. That is to say, to use the reliable data we have about our customers to select the ideal group for each promotional action.

The multichannel platform allows this message to be sent to each user through their preferred medium. This choice is a guarantee that they will receive it and, above all, read it. Segmentation therefore optimizes its effectiveness.

The user receives just those messages that best respond to their preferences and through the channel in which they feel most comfortable. But, in addition, the multichannel platform favors their response, because they have different ways to do it. All this generates a greater feeling of being listened to, personally attended to and, therefore, has a positive impact on their level of satisfaction.

Platforms such as Quadient reinforce that personalized relationship with your customers and increase their satisfaction.

For the company, the benefits of multichannel direct marketing platforms can be counted. And in two very important areas. On the one hand, as we have seen, it increases the customer conversion rate.

On the other hand, there is an equally interesting approach when it comes to leveraging in-house resources. The combined efforts of different departments can be brought together in the same marketing campaign.

In this regard, it is interesting to highlight the role of tools such as the CRM platform. CRM PLATFORM (Customer Relationship Management) platform, which integrates areas such as sales, marketing and customer service.

We conclude by providing some general guidelines on which to plan your direct promotions to get the most out of a multichannel platform:

• Preliminary analysis phase. First, study the product or idea that is the object of the campaign. With this information, it is time to look for the target audience you can attract the most.
• Coordinates and synchronizes multichannel. This audience segmentation will help you to know the most effective channels to reach them. Although the tone and content should be modulated according to the peculiarities of the medium, try to maintain consistency. And organize the launch taking into account the timing of each channel, the campaign must reach them in the same time period for all media.
• What if you have the ability to contact your customer through different channels? Make sure your platform is intelligent and capable of autonomously redirecting the unread message to other channels based on the behavior of the recipient.
• Follow-up and analysis. It seems to be a “capicuous” process, we start analyzing information and end up with a new analysis of the data we have monitored during the campaign. But the fact is that marketing has a circular, feedback perspective that has a great impact on loyalty and brand image reinforcement.

At MailComms Group we know the essential role that multichannel platforms play in direct marketing strategies. Contact us at and check the effectiveness of Communicalia, our tool for the integrated management of your communications.