Integrated Channel Campaign Management

OMI developed an integrated channel campaign management model that uses email to enhance and reduce the cost-per-conversion of direct mail and telemarketing programs — delivering measurable multi-channel ROI for B2B marketers.

Smart Campaign Integration

OMI developed a test model for integrating email into the channel mix to find the optimal use of email to lower the overall cost per conversion — regardless of which channel ultimately records the conversion. Traditional channel marketing programs rarely integrate email effectively with direct mail or telemarketing, leaving significant efficiency gains on the table.

Campaign Sequences

• Straight Sequence: a series of three emails to build awareness and drive email-channel response
• Email + Direct Mail: email pre-conditions recipients so mail gets opened 20-30% more often
• Email + Telemarketing: email before calls warms cold prospects and improves call conversion rates
• Full Integration: email, mail and phone in coordinated sequence for maximum multi-touch conversion

Results and Benefits

• Email pre-conditioning before direct mail measurably improves overall response rates
• Email-first sequences reduce cost-per-conversion across all integrated channels
• Integrated campaigns build brand recall so telemarketing calls land with a warmer audience
• Marketers gain cross-channel attribution data to optimize spend and maximize total ROI