As you continue to plan your 2025 marketing strategy, you know you can’t just rely on what worked the past 12 months—trends have changed, consumer behaviors have shifted, and, let’s face it, the competition isn’t slowing down. The challenge is figuring out how to keep your brand ahead.
Here’s the good news: whether you’re already using omnichannel strategies or just starting, there’s always room to improve your approach. The key is connecting with your audience across their daily lives.
Maybe your ideal customer is scrolling through social media on their lunch break, checking emails first thing in the morning, or opening a personalized piece of mail. By planning your campaigns around these everyday moments and key events, you’re meeting your customers where they are and keeping your brand top of mind. Let’s dig into how to optimize your omnichannel marketing for 2025, from mapping out key events to smartly spreading your budget across the right channels.
Mapping Out the Year: Key Events and Budget Allocation
No matter your business focus, you can successfully plan your omnichannel marketing strategy for 2025 by mapping out the year’s key events and strategically allocating your budget for the best ROI. A smart approach is to align your campaigns with major tentpole dates and distribute your budget across multiple channels to boost reach and impact.
Timing is Everything: Making the Most of Tentpole Events
Major events like Black Friday, Cyber Monday, and the holiday season are well-known opportunities for marketers, but tentpole events aren’t limited to these big shopping days. Consider upcoming tentpoles like the Super Bowl and Presidents Day sales for opportunities to engage consumers early in the year.
Plan early so you can test and optimize your campaigns. This will give your brand time to build momentum and generate consumer interest. In addition, you can tweak your holiday strategies for events like the Super Bowl or a product launch to fine-tune your timing and messaging for each unique audience. It’s a smart way to drive engagement and maintain relevance.
Smart Spending: Allocating Your Budget Across Channels
To get the most out of your marketing budget, it’s important to take a balanced, omnichannel approach that plays to the strengths of each platform. Focusing too heavily on one channel can be risky due to rising ad costs and the unpredictability of algorithm changes. Instead, diversify across several channels, like social media, email, search advertising, influencer partnerships, and direct mail. You’re more likely to end up with an adaptable strategy that reaches your audience where they are most active.
An omnichannel approach keeps your messaging consistent, spreads the risk of relying on just one platform, and opens up more chances for engagement, helping you get a better return on your ad spend. For example, a hair care brand used Postie’s direct mail alongside its online efforts, targeting different customer segments with personalized mailers. The brand’s multi-channel strategy resulted in a 1,197% ROAS and $7.67 CPA, showcasing the power of diversifying across platforms.
Successful campaigns thrive on mixing it up with different channels and understanding those key moments that matter. Keep your messaging consistent and spread it across various platforms to connect more effectively with your audience.
Direct Mail: Your Secret Weapon in a Smart Strategy
In an omnichannel strategy, direct mail adds a personal, memorable touch that digital channels can’t match. Imagine sending a beautifully designed mail piece that syncs with your email and social media campaigns. Customers who receive the mailer and see the matching messages online experience your brand across multiple platforms. It’s a smart way to cut through the digital noise and keep your message front and center, creating a smooth, attention-grabbing journey that sticks with them.
Case Studies of Direct Mail Effectiveness
Direct mail really proves its value in an omnichannel marketing strategy, especially when paired with digital campaigns. The following case studies show how combining direct mail with other marketing channels boosts engagement, drives conversions, and achieves a better return on ad spend.
Case Study 1: Reengaging Customers with Direct Mail
After struggling with underperforming digital campaigns, a health and nutrition company sought to convert existing customers into subscription customers. Postie helped them run a CRM-based direct mail campaign with A/B testing on two postcards—one focused on promotions and the other on brand awareness. While the digital campaigns provided ongoing brand visibility, the direct mail piece reinforced the messaging and created a more personal touchpoint.
In the end, the campaign’s personalized messaging successfully reengaged customers, resulting in a 6:1 return on ad spend and a conversion rate of 2.43%. The company captured attention in a saturated online market, creating a tangible and memorable experience that delivered results far beyond what digital efforts alone could achieve.
Case Study 2: Enhancing Trigger Campaigns with Direct Mail
Adding direct mail to your online strategy can boost the impact of your trigger campaigns. For instance, a Super Bowl ad campaign used direct mail triggered by viewers’ interactions with the ad, integrating digital data to create a cohesive brand story. Their approach maintained brand visibility while reinforcing the message with personalized physical mail. Postie tracked the entire customer journey—from televised ads and digital engagement to direct mail receipt—to significantly amplify the marketing strategy.
Marketing Incrementality: Beyond Big Platforms
One of the big questions marketing professionals ask is, “Did our campaign actually make a difference?” That’s where marketing incrementality comes in. Incrementality answers the question: “If I hadn’t run this campaign, would I have seen the same results?” It’s not just about the return on ad spend (ROAS); it’s about understanding if your marketing dollars are truly moving the needle.
Think of it as a reality check. And remember, focusing on incrementality at the channel level is the correct way to view incrementality. This gives you a clearer picture of how well your overall strategy is working, making it easier to spot patterns in customer behavior and engagement. This broader view lets you fine-tune the entire channel, helping it consistently contribute to your marketing goals.
Measuring incrementality can by holding out a control group that isn’t exposed to your campaigns while others are. The difference in performance between the two groups shows the incremental lift of your marketing efforts. To make the most of incrementality, here are three key factors to consider:
- Understand true campaign impact: Incrementality helps you measure how much of your success comes from your marketing efforts, giving you a clearer sense of which campaigns and channels drive actual results.
- Monitor customer behavior over time: By tracking incremental lift across multiple campaigns, you can see how customer responses change and evolve, allowing you to make more informed adjustments to maximize engagement.
- Optimize your marketing mix: Measuring incrementality at the channel level highlights which platforms drive the best results. You can then use this insight to allocate your budget more effectively across channels.
Incrementality gives a clear view of a channel’s performance over time, not just one campaign. For example, a sleep industry brand worked with Postie to launch several campaigns using A/B testing across different audiences. In short, they wanted to know what was really working—and what wasn’t.
Over a 45-day attribution window, one of their campaigns generated a 24% average lift, with one audience significantly outperforming the other (511% vs. 278% ROAS). The client also saw a 36% reduction in cost per acquisition (CPA), exceeding their goals. Analyzing these results across channels helped them improve their targeting strategies at both the campaign and channel levels.
Direct mail plays a big role because it gives you a clean, straightforward way to measure results, with 100% attribution. Adding direct mail to your omnichannel strategy and evaluating its performance across multiple campaigns can help you to accurately assess how much your marketing contributes to customer behavior and your bottom line.
Flexibility: The Key to Staying Ahead
Flexibility is key to keeping up with shifts in customer behavior, market trends, and unexpected challenges. Market situations can change fast. While having a solid marketing plan is important, being able to adjust when needed can make all the difference. A rigid, one-size-fits-all approach might limit your ability to capitalize on sudden opportunities or course-correct when something isn’t working. Instead, build flexibility into your strategy to stay nimble and on track with your goals.
To build flexibility into your marketing plans and ensure they stay adaptable, consider these three key strategies:
- Plan with flexibility: Schedule key tentpole events but leave room for adjustments. Think of it as planning with some wiggle room to accommodate changes.
- Test and optimize early: By testing and optimizing campaigns early, you can refine your approach and shift resources where they’ll be most effective.
- Review and adjust regularly: Review performance data regularly to spot trends and respond quickly. This might mean increasing spending on a channel that’s gaining traction or tweaking messaging to better engage your audience.
For example, imagine your brand has planned a spring sale campaign around an upcoming product launch. Midway through, you notice that customer engagement on social media is outperforming expectations while email promotions are underperforming. A flexible strategy allows you to quickly shift your budget to social media ads and tweak your email messaging to match what resonates with your audience. Making real-time adjustments keeps your campaign effective and avoids wasted spend on weak channels.
Ultimately, staying flexible allows you to align short-term tactical changes with your broader marketing objectives, ensuring your campaigns remain relevant and effective throughout the year.
Make 2025 Your Breakthrough Year in Marketing
Start refining your marketing strategy to drive actual results and make 2025 your most successful year yet. Planning an omnichannel strategy means using the right tools and data to seamlessly connect direct mail with digital campaigns. By leveraging data analytics, you can identify lookalike audiences and sync personalized offers across multiple channels, creating a consistent, engaging experience. Take action today with a flexible, data-driven strategy that amplifies your marketing impact at every touchpoint throughout the year.
