What is below the line marketing?

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visual metaphor for btl marketing

But, of those ten percent, what convinced me to open and respond to them? Those companies did below the line (BTL) marketing right.

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Email marketing, direct mail, events — below the line marketing includes these and similar targeted tactics to convince and convert buyers. What goes into running a successful BTL campaign? And where do you begin?

To help you start, I dug into BTL marketing: the history, its relationship with other marketing tactics, and best practices from experts. Here’s what I found.

Table of Contents

Above the Line vs. Below the Line Marketing
How to Make Below the Line Marketing Work for You
Below the Line Marketing Examples
Below the Line Marketing Best Practices

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What is below the line marketing?
Great question! Answering “What is BTL marketing?” is surprisingly tough.