How to choose the best communication channels for your direct marketing strategy

What is the objective of a promotional campaign? To capture the attention of consumers saturated with information. In this context, direct marketing has emerged as the most effective strategy for all types of companies, because the essence of its work is the personalization of the message. What matters is the content and how it reaches the user. That’s why it is essential to choose the right communication channels for a company. We provide you with the keys to help you in this selection.

These are the different sections that we are going to develop:

• How your company benefits from choosing the channels for your direct marketing campaigns.
• The criteria on which to base the choice of channels for your direct marketing strategy to be effective.
• A selection of the most used channels in direct marketing and their most effective applications.

It is interesting to delve deeper into the concept of marketing and its benefits for a company.

By definition, direct marketing is characterized by establishing relationships without intermediation between your customers and your company. That personalization is its hallmark and why it is more effective than other strategies. It is logical that a person will be more attracted by a message on a subject that interests him, whose content is expressed in the form he understands best and that reaches him through a medium he uses regularly.

Therefore, if a company makes sure to launch the right message, at the right time and through the most effective channel, it succeeds:

• Increased response rate.
• Higher conversion rate. Typically, more impact and response translates into more final purchases.
• Better customer experience, they feel personally challenged and feel more comfortable establishing an ongoing relationship with your company.
• More loyalty. This is, undoubtedly, one of the objectives of any company, not only to attract customers, but to keep them as customers.

It is clear, therefore, that being able to play with the most appropriate communication channel at all times is an unquestionable advantage for your company. It is interesting that you do not give up any of them, neither the traditional ones, nor the online ones, to resort to the one you need in each occasion.

Communicalia is our multichannel platform and the best option for your company’s direct marketing strategies, because it allows you to combine physical and digital channels at your convenience and to know your customer’s behavior in each of the interactions.

If we speak in objective terms, there are no better or worse channels, not even comparing traditional and online channels. This is an important starting point, so that you don’t start planning your strategy on the wrong premise. On the contrary, the guidelines we propose are essential to make a choice that is effective for your business objectives.

It is about knowing the general characteristics of the public closest to your company. It is your real audience and having detailed information about them is essential to be able to segment your customers, depending on each strategy.

This information consists, at least, of these details:

• Demographic data: age, gender, education, economic level…
• Geographic: location.
• Personal: values, tastes, life habits or interests.
• Consumer behavior: what information they use in their decisions, how they access information (communication channel), how often they buy, whether they have brand loyalty.

A marketing concept that is often confused with the previous one, but it is not the same. The buyer is a detailed representation of the ideal customer for each product or campaign you want to promote. To build it, you need to be able to segment your audience.

Again, essential details to draw this customer include his or her preferred communication channel(s).

In addition to customer preferences, each communication channel has certain qualities and responds more effectively to the specific characteristics of a promotion. Therefore, the interesting thing is to be able to choose the most appropriate one for each campaign.

Here you can review the advantages of being able to combine physical and digital channels in direct marketing.

It is almost impossible to cover all the forms of communication that currently exist. What we do is to select the most used in direct marketing strategies and relate them to the actions in which they are most effective.

A very versatile medium that allows for great personalization. In addition, it establishes a very direct relationship between client and company.

Application: it is perfect for highly personalized campaigns (promotions, discounts, subscriptions). Also, to maintain a continuous contact (newsletters).

Tip: Create a complete list and keep it updated. This way you will be able to make very precise segmentations and also automate certain marketing campaigns.

Here you can learn more about the role of email marketing and its impact on the public.

In this case, the impact in reach of this channel and its incomparable interaction capabilities stand out. It helps in the establishment of the brand image, in the creation of a community among the public and is very useful in customer services.

Application: Campaigns to increase brand visibility and where you need to respond to customers in real time.

Tip: For social networks to have the expected impact, you have to make sure you act on the ones where your target audience is most active.

Discover effective effective multichannel marketing strategies for businesses.

This is more of a passive strategy. That is to say, that your company is present and stands out in the information searches made by the users themselves.

Applications: Ideal for making yourself known to a new audience, who have never had contact with your brand. Among your customers, it allows you to maintain an ongoing relationship and strengthen your image.

Tip: It is key to create quality content that is continually updated and complies with SEO standards.

In addition to traditional media (TV, radio, press), this section includes channels such as postcards, personalized videos or call centers. With the former, you broaden the spectrum of the audience you can reach. With the second group, you get to enhance the effect of personalized treatment.

Contact us at and call on our professionals to design your direct marketing strategies. At MaillComms Group we offer you a CCM (Customer Communication Management) integrated.