Ebook
A marketer's recipe for omnichannel success
Send direct mail that converts with Lob
Book a demoCreating an omnichannel strategy is like cooking the perfect meal: it’s all about getting the flavors just right, keeping everything in harmony, and making sure each part works together. It's not about churning out fast food—it’s about slow-cooking something memorable that keeps people coming back for more.
But here’s the thing:
- Data silos prevent a smooth, unified experience across channels.
- Real-time, tailored messaging is most effective, but consistent personalization isn’t easy.
- And measuring ROI across multiple channels? It’s time-consuming and complicated.
While these hurdles make omnichannel marketing a bit trickier, we believe direct mail is the secret sauce that can bring everything together for a personal, tangible touch. When you combine direct mail with the right omnichannel approach, you’ll surprise and delight customers, as well as move some tough marketing needles like LTV and CAC.
What is omnichannel marketing?
Omnichannel marketing isn’t just about being everywhere; it’s about creating a unified, connected experience for your audience across platforms. Whether they’re browsing your website, opening your emails, receiving a text, or even checking their mailbox—your message should reflect your brand (and align with their experience).
Why does it matter?
- Each touch point feels cohesive and reliable: Every interaction builds on the last, making your brand feel familiar and reliable no matter where your customers engage with you.
- Reach customers where they are: By showing up on multiple platforms, you’re more likely to capture your audience’s attention, wherever they are.
- Make customer journeys easier: When all your channels work together, it’s simpler for customers to take the next step, whether that’s making a purchase or getting more information.
- Build long-term relationships: When every touch point feels thoughtful and personal, customers are more likely to come back and stick around.
Your grocery list
The essential ingredients for perfect omnichannel success
(check off as you go!)
You’ve got plenty of ways to connect with your audience, and each one plays a part in creating a memorable experience:
Whether it's deals or newsletters, email helps you stay top-of-mind with one-of-a-kind, timely messages.
Social media
Jump into conversations with your community, create shareable moments, and build real connections. Show off what makes your brand stand out.
SMS
The perfectly timed marketing reminder: short, sweet, and perfect for sharing flash deals or important updates!
PPC/SEO
These platforms are key for grabbing buyers who are ready to buy. When they're searching, you gotta be front and center.
Direct mail (don't forget!)
Direct mail offers a handpicked touch that really stands out and sticks with your audience.
The chef's toolkit to enrich your omnichannel strategy
To nail your omnichannel strategy, you need the right tools. You probably already have a bunch in your tech stack, like CRMs, ESPs, and automation platforms. They help you plan, launch, and tweak your strategy smoothly. These tools make sure your approach isn't just well-thought-out, but also executed like a pro.
CRM (Customer Relationship Management)
Use consumer data to craft custom-built experiences and targeted, timely communications.
ESP (Email Service Provider)
Your go-to buddy for email marketing. Automate targeted content to boost engagement. Combine it with direct mail for a fun, tech-driven strategy.
MAP (Marketing Automation Platform)
Set it and let it run. Automate workflows, including direct mail campaigns, ensuring no customer is left without the engagement they crave.
How direct mail enters the mix
Think about it—when was the last time you just tossed aside a beautifully crafted invitation that showed up at your door? It's more than just paper; it's something you can hold. It's a moment when you actually stop, interact with something real, and feel a connection with the brand.
It works with all the other channels—like email, SMS, and PPC—by connecting the virtual and physical worlds. With all the screen time we have these days, direct mail offers that hands-on experience that feels fresh and engaging.
Recipe Cards
Top mixes that'll amp up your results
Choose your preferred combination:
Direct Mail + CRM
Direct Mail + ESP
Direct Mail + MAP
Crafting the ideal omnichannel strategy
Start with quality ingredients
Start by diving into your CRM to sort your audience based on their actions, likes, and past interactions. Look for key traits like buying habits and engagement levels to make your messages intimate and spot-on. Then, tweak your offers, timing, and content to match what each customer is really into.
What to try: Segment your audience into categories like “high spenders,” “frequent buyers,” or “lapsed customers,” and deliver personalized offers that speak directly to their shopping habits.
Blend your channels
Every marketing channel brings its own strengths to the table. Make sure they work seamlessly to create a unified and seamless customer experience. Blending your channels guarantees each touch point reinforces the next, moving customers smoothly toward conversion.
What to try: Segment your audience into categories like “high spenders,” “frequent buyers,” or “lapsed customers,” and deliver personalized offers that speak directly to their shopping habits.
Make it personal
True personalization reflects each customer's unique preferences and past behaviors—going beyond just using their name.
What to try: For a beauty brand, you could send recommendations based on a customer’s past purchases—“We thought you’d love these new skincare products, just like the ones you bought last month.”
Automate for consistency
Automation maintains your messaging unified and timely across all channels. By integrating your marketing automation with your CRM and direct mail platform, you can create workflows that trigger automated responses based on customer actions. This not only delivers timely, relevant messaging, but also frees up your team to focus on strategy and growth.
What to try: Automate a direct mail postcard to be sent automatically when a customer lapses for a certain number of months, with an incentive to bring them back into the fold.
Taste and adjust (track and optimize)
Just as a chef tastes and adjusts a recipe, you need to continuously measure and optimize your omnichannel strategy. Track key metrics across channels—open rates, click-through, conversions—and use this data to refine your messaging, offers, and timing. Stay flexible, adjusting on the fly to keep your campaigns as effective as possible.
What to try: Run an A/B test on your email campaign subject lines to see which performed better, and use that insight to improve future campaigns accordingly. If certain audiences respond more to SMS over email, tweak your communication strategy to focus more on that channel.
Bring it all together with direct mail
What to try: Segment your audience into categories like “high spenders,” “frequent buyers,” or “lapsed customers,” and deliver personalized offers that speak directly to their shopping habits.
Ready to make perfect pairings within your marketing mix?
Learn more about Lob integrations with a guided tour of our platform.
