In this article, we explain how to apply BTL marketing principles in mailings and provide examples of letters.
BTL advertising is not only about business cards and brochures
BTL advertising (Below The Line) is one of the types of marketing communications with a certain segment of users. Unlike ATL promotion (Above The Line), it motivates the user to take a target action without direct advertising. People Germany Email Database see such campaigns every day - brochures and business cards in stores, stands with free products. Despite the fact that BTL advertising is more often used offline, it is easier to use online.
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The main rule of BTL marketing is working with a narrow group of users using different tools and channels:
Offline - outdoor advertising, banners, POS materials
Online — email or SMS mailings, sending messages on social networks and messengers, applications, SMM marketing.
Thus, in mailing services you can precisely segment the target audience and show the campaign only to those for whom it is intended.
Promotions, sales and other BTL marketing tools in newsletters
In your newsletters, you can select one or several BTL marketing tools at once to:
Conduct promotions and sales
Place your own and partner banners.
Offer sampling - free testing of the product.
Use engaging mechanics - sweepstakes, contests, quizzes.
Share handouts - calendars, notebooks.
Example. An offline children's goods store is holding a sale of educational game sets for preschoolers. Several mechanics can be used at once: a sale, a raffle and a quiz, sampling and handouts.
The lead product could be a set of easy-to-print cards, and the handouts could be instructions and progress tracking diaries.
In the first letter, you can offer to take a quiz and share its results to participate in the drawing. In the second, try the product and download a set of cards, and in the third, take part in a sale.
Six steps to launching a BTL mailing
Step 1: Choose a goal and develop an offer
Every advertising campaign should have a goal that clearly answers the question "Why are you doing this?". A BTL mailing can have the following goals:
Motivate to use a free sample of the product.
Encourage repeat purchases.
To increase or improve brand or company recognition.
Increase sales of a specific category or during a specific period (using promotions, discounts, sales).
Create favorable conditions for sales.
If the advertising campaign consists of a long chain of communication, there may be several goals. Then you will need to create an offer - for example, buy, sign up or try the product.
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