It’s All About That Mix

August 5, 2015

Want great sales?

It’s all about that mix—the marketing mix. From print to email to mobile, top marketers combine channels to provide a consistent customer experience regardless of channel used. Here are some data every marketer ought to know.

• 58% of online shoppers browse print catalogs for ideas (Kurt Salmon Consulting)
• 25% of marketers say direct mail or print ads are the channels most likely to be combined with email (Ascend2)
• 61% of marketers are boosting investment in lead-nurturing mailers in 2015 (Regalix)
• 44% of marketers cite multichannel as an essential skill for marketers (Econsultancy)
• 45% of marketers are increasing mobile spending this year (Target Marketing)
• 7.6% Response rate for print + email campaigns
• 6.0% Response rate for print-only campaigns (InfoTrends)
• +$1.2 billion Increase in spending on U.S. Direct mail marketing in 2015 (Winterberry Group)
• 46% of consumers use mobile exclusively when researching online (Telemetrics)
• 56% of consumers who read the postcards that come in the mail (Direct Marketing Association)

Percent of marketers integrating multiple channels into their campaigns in 2014

• 38% — Three channels
• 29% — Four channels

(Experian Marketing Services)

Percent of chief marketing officers who prioritize the multichannel experience

• 71% — high-growth companies
• 41% — low-growth companies

(Percolate)

There are lots of channels out there. Use the right combinations and make them work for you!

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