What’s Below the Line Marketing Anyway? I Dove Deep Into BTL Marketing to Find Out

I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional.I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional. But, of those ten percent, what convinced me to open and respond to them? Those companies did below the line (BTL) marketing right. 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 What is below the line marketing? 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 What is below the line marketing? Great question! Answering “What is BTL marketing?” is surprisingly tough. First, let’s look at history. Below