What I've Learned From Old Navy

As direct marketers, we can learn a lot from retailers. In particular, retailers offer some excellent examples of how to conduct truly integrated direct marketing programs. By integrated, I mean, combining direct mail, email, Web, and other forms of media to create a seamless message, offer, and brand image for customers and prospects.

We can borrow from retail and use it in other industries, such as financial services and insurance. Let me give you an example. I do a lot of shopping with Old Navy (including Gap and Piperlime), Kohls, Bath and Body Works, as well as other major retailers. They all send me special coupons and discount offers in the mail. Then, they send me emails that emphasize those same offers and link me directly to their Websites. They encourage me to shop in their stores or online and receive the same fantastic offers.

Now, let's imagine we're creating a direct marketing campaign for an insurance company to promote an educational insurance seminar. We can integrate our marketing efforts to create a cohesive, more impactful message.

First, we send a direct mail postcard about the seminar with date, time, and location information and encourage recipients to respond and reserve their space. We give readers the option of calling an 800 number to respond or logging on to a Personalized URL or "PURL."

The PURL is a personalized web address, such as www.insurancecompany.com/johnsmith, and links the reader to a landing page that is personalized with their name and information. The PURL also looks and sounds like the postcard - unifying the message and offer.

Next, we follow up with an email a week or so later. The email contains the same information about the seminar, provides all the specifics, and encourages response. Again, we give the 800 number as well as the PURL address.

Now, you may be thinking this all sounds great, but that program involves substantial customization. Plus, every time we have a new seminar, we will need to reprint everything with the new location and seminar specifics.

Let's take this scenario a step further. If you used a direct marketing on-demand system, you could set up templates for each of the three materials you would use - direct mail, email, and PURL - and then simply switch out variable information each time. With a few clicks on the computer, you can send out a highly integrated campaign in a matter of minutes, compared to weeks with a traditional direct marketing workflow.

For more information about the benefits of direct marketing on-demand, check out a blog I wrote called "Are You Ready to Go On-Demand?"

We can borrow direct marketing techniques and practices from other industries, apply them to our business, and make them even better. With a tough economy and higher costs, it's more important than ever to stretch our marketing dollars and make the greatest impact.

By combining direct mail, email, Web, and on-demand marketing, we can make it even easier and more compelling for customers and prospects to respond.