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December 2008

Cross Media Marketing Campaign Tips

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A Cross Media Campaign is exactly as it sounds. Distributing your information in multiple mediums - direct mail, email, web or PURL’s (Personalized URL’s).

The time has come and you’re ready to begin your Cross Media Campaign. Where to start?

A campaign can be designed and executed to meet any organizations needs. Below are items you’ll want to ensure you have covered before embarking upon your campaign:

  • In order to have a successful campaign you’ll need to determine your desired end result. What is your overall goal? Who are you targeting and for what purpose? Is it to increase membership, subscribers, advertisers or attendance?
  • Make sure that your email design and content are targeted to your audience. First impressions are important. The design and message should make the recipient want to take action as soon as they receive the email.
  • Spend time reviewing your database. You want optimum results - your data has to be good. Do you have a complete database with all records? Does your data need to be cleaned? (Duplicates removed, invalid and incomplete addresses corrected or removed?)
  • Plan your attack – when using cross media plan which mediums will be used within a specified time frame. As an example, if your goal is to reach people quickly, within a reduced time frame, start with a personalized email that includes links to either a website or PURL. After a few weeks, follow up with a direct mail piece for those that have not responded to the email.
  • Track usage - give yourself a benchmark time frame. As an example, 2 weeks after the email was distributed, check to see how many opened the email, how many continued to take action from the email, etc. The tracking mechanism should track click rates, actions the user took, date of the action, etc. This will provide you with the information that you need to determine if you need to adjust the time frame for the various pieces and will gauge your overall results.
By Sharon Dexter

4 Rules for Better Personalization

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Personalization of direct mail pieces requires a substantial investment, but it may be just the sort of new technology that any lagging direct mail campaign needs in the current economy—including preparing for when things get even worse.

"To really utilize personalization, we're really talking about relevant communication. The more relevant that communication, the better the response rate," says Mike Walther, president of DME, a personalized relationship marketing agency based in Daytona Beach, Fla.

Here are four tips for taking advantage of this powerful technology and making it as relevant to the prospect as possible.

1. Go multichannel

"Multichannel campaigns will outperform non-multi campaigns," states Walther, who gives examples of a PURL and a mail piece or an e-mail with embedded links as multichannel efforts that have worked well for his clients.

2. Be industry-specific

"You really need to understand an industry and the touchpoints and the communication points and the relevance of those communication points to be effective [with personalization]," recommends Walther.

3. Get relevant data

With privacy issues becoming more prevalent, it can be a struggle to get more relevant data. Walther advises that marketers work with their customers to maintain better internal databases. "And then you have to be creative in terms of where you get that information ... the databases of customers [are] a mailer's most prized asset," he asserts.

4. Understand the ground rules about relevancy

Before you begin to use that relevant data, Walther recommends you ask a couple of crucial questions: "What information do we know about the potential customer to make sure that the group that we mail to and the conversation we have is as relevant as possible? And are we going to get too relevant, so they think that Big Brother or a breach of trust occurs?"

By Ethan Blodt, editor, Inside Direct Mail

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