Now, before I share what the nation’s largest online retailer did ...
I want you to think about how people buy Amazon products.
Where do they go? How do consumers make purchases?
As you know, most of the company’s revenue is generated online.
Sure, Amazon has some brick-and-mortar retail locations and there’s also its Whole Foods operations.
But, for the most, Amazon operates as an online business …
Which is why the company’s use of an old-school marketing channel might catch you by surprise.
You see, Amazon is now using direct mail to sell its Amazon Music streaming platform and music store.
Think about this …
Amazon Music is a service that you can only access online. You need an internet connection to sign up, pay and play the music.
You can’t call a phone number. You can’t mail in an order form. You can’t walk into a store and buy the service.
You must go online.
So why is Amazon selling this music service using an offline method?
The biggest reason is, direct mail provides another touchpoint.
The smart execs at Amazon recognize that deliverability and open rates with email (their usual marketing channel) are in a downfall. Furthermore, competition for attention online is fierce right now.
As a result, it’s tougher for customers to see Amazon’s messaging.
By reaching out with another touchpoint such as direct mail, Amazon can communicate without much competition.
It’s a smart move, especially since Amazon has mailing addresses for all its customers.
This is a huge asset!
If you have mailing addresses for your past clients (and potential prospects) and you’re not sending them mail, you’re losing out on revenue.
I guarantee it.
And if you’ve tried direct mail and believe it’s too expensive or doesn’t work, well …
You’re doing it wrong (and we really should talk).
But the main lesson I want you to take away is this:
You must use multiple touchpoints for reaching out to prospects and clients, especially online.
The marketplace is just too crowded today to focus your efforts on one channel.
If you use a single lead source or communication method for your marketing outreach, you will face considerable challenges moving forward.
So, as we jump into 2019, keep your eyes open for other marketing channels you can use to strengthen your outreach.
Talk soon,
Tom Trush
Direct-Response Copywriter/Marketing Strategist
P.S. Whenever you’re ready, here are a couple ways I can help you:
1. Work one-on-one with you.
If you'd like to work directly with me to develop some marketing initiatives for your business, you have a few options. Just reply back and tell me a little about your business and what you'd like to work on together. I'll follow up with additional details.
2. Join my Marketing Multiplier case study group.
During this case study program, we go after specific marketing goals in your business over a 90-day period. We work together to implement strategies and test concepts to reach these goals. Along the way, we also look to uncover overlooked revenue within your existing outreach.
This group is currently full. However, reply back with “Waitlist” in the subject line, and I’ll send you all the details as soon as a spot opens.
