When it comes to direct mail, we may have even less time.

In fact, in a recent survey conducted by the United States Postal Service and the Direct Marketing Association, 78 percent of all people read their mail while standing over a trash can.  In the blink of an eye and flip of the wrist, your leads could potentially be throwing away the carefully constructed, creative direct mail piece that you were hoping would drive new business.

So, is direct mail dead?

We don't think so.  You just need to consider taking a fresh approach.

Enter the Cross Media Marketing Campaign

A cross media marketing campaign uses the latest in marketing technology to communicate with a target audience.  It allows for two-way communication with potential customers, the capture of information from those customers, greatly improved response rates and an unparalleled level of analytic tracking.

A cross media marketing campaign works by integrating direct mail with an individually personalized website - unique to each potential client or customer who accesses it.  After receiving a direct mail piece that has been personalized with appropriate photos, names and information, a lead is directed to an individualized website, accessible through a personalized URL that contains their name.

Personalized websites can be set to capture information from potential clients and customers and will allow salespeople to immediately begin interacting with these new, warm leads.

Additional technology utilizing mobile devices and email can even be integrated.

Well, that sounds nice - but what does it really mean?

Think about a Cross Media Marketing Campaign in a scenario like this...

You are a recent college graduate.  You've gotten your first job.  You are starting to make some money and you know that it's important to put some away for retirement, but you don't quite know how.

Then, you receive a text message that says "Hey, Mike.  Check your mail today for some information about how to begin planning for retirement - even though it's a long way off!"

Out of curiosity, you venture to your mailbox and find a postcard, with your name printed on it.  It prominently features photos of people who look just like you.  Through some careful messaging, the postcard directs you to go to a personalized website to learn more.  The website address even has your name in it, www.MikeSmith.StartPlanningYoung.com.

Of course you visit the website.  After learning a little more about the company who contacted you, you get up from your computer and continue to go about your day.  After a few minutes, an email from the company appears in your inbox, thanking your for checking them out.

Two weeks later, you are setting up your first retirement account.

This is the potential power of a cross media marketing campaign.  Utilizing The Impact Group's technology, it is possible to engage potential customers, across multiple mediums, through a completely automated process.  Clients utilizing cross media marketing campaigns have seen response rates as much as seven times higher than the national average for direct mail.

So, like we said, direct mail isn't dead.  It just grew up.

To develop a cross media marketing campaign for your company or for any communications needs, contact Don Polyak, 330-655-5523 or dpolyak@igpr.com.

Be sure to check back at www.trinitypension.com often to find marketing more tips from The Impact Group, www.igpr.com.