In today’s fast-paced digital world, finding the right balance between outbound marketing channels is essential for maximising marketing results. A recent study by Sopro sheds light on the effectiveness of combining email with other outbound marketing strategies, particularly direct mail, to enhance lead generation and quality while delivering valuable content to consumers.
Sopro’s State of Prospecting 2024 report reveals that lead generation, lead quality, and generating quality content are among the top concerns for companies when it comes to marketing. This underscores the importance of adopting a strategic approach integrating various marketing channels to achieve optimal results.
Interestingly, the report highlights a significant decline in the success of email-only campaigns over the past year, with a 22% drop in success rates in 2023 compared to the previous year. Despite this decline, consumer preferences remain clear, with 67% of shoppers indicating their willingness to be contacted via email.
However, what sets this report apart is consumers’ reappearance of interest in direct mail. The study found that nearly one in five consumers (18%) expressed a preference for being contacted by post, indicating a growing appreciation for personalised direct mail campaigns. This finding underscores the enduring value of direct mail in intelligent prospecting strategies.
In light of these insights, the report emphasises the importance of offering recipients real personalisation that extends beyond email and can be leveraged across all relevant channels. Businesses can stand out and engage consumers meaningfully by integrating personalised direct mail into their multichannel marketing strategies.
Moreover, as new regulations introduced by Google and Yahoo require email authentication for brands sending more than 5,000 emails a day, businesses must adapt their email marketing practices to ensure compliance while maintaining effectiveness. This highlights the need for businesses to stay agile and innovative in their approach to marketing in 2024 and beyond.
In conclusion, Sopro’s State of Prospecting 2024 report underscores the power of combining email with direct mail to drive successful marketing outcomes. Businesses can effectively engage consumers and differentiate themselves in a competitive landscape by prioritising personalised, relevant, and value-driven communications across multiple channels.
At Send DM, we understand the importance of delivering personalised, multichannel marketing solutions that resonate with consumers. Contact us today to learn how we can help elevate your marketing strategies in 2024 and beyond.
