Climbing the Multi-Channel Mountain

(without falling off!)

Presented by :Wrich Printz: President & CEO | L2, Inc.

The Multi-Channel Mountain

Campaigns

Reaching out across multiple channels

Targeting customer segments with variable data

The Multi-Channel Mountain

Campaigns

Reaching out across multiple channels

Targeting customer segments with variable data

Phase 1: Planning the campaign

Phase 2: Creating the campaign

Phase 3: Results: Success or failure?

Phase 4: Repeat business

Don’t let mistakes knock you

off the mountain!

Mistake #1: Failure to send relevant messagesand personalization

• Mistake in personalization

• Everyone receives same message and offer

Both are equally bad!

Multi-Channel Tip:

Multi-channel marketing is about targeting each individual with an offer, message and even imagery that is relevant to them.

Mistake #2: Fail to see beyond the short-term benefits of each campaign

• Fail to create an on-going conversation with individuals

• Fail to gather more information about the individual

Multi-Channel Tip:

Understanding each individual helps you market to them better and keeps them engaged with your brand.

Mistake #3: Lack of campaign planning for follow-up messages

Multi-Channel Tip:

You will not reach the top if you still think marketing is about one-time campaigns.

Plan for follow-up messages to every campaign you send out.

Plan before you climb

What are the climate conditions?

• Define your customer’s needs and wants

• What drives the purchase?

FearProtection

Timing

ComfortLove

Cost

LocationBrand loyalty

Plan before you climb

Different strategies for each mountain

• Email + Personalized URL

• Direct Mail + Personalized URL

• Sales calls, subscriptions or seminars?

Multi-Channel Tip:

Plan what you are going to send on the campaign, how to follow-up and the goals of the campaign

Preparing the right resources for your climb

(6 resources you need)

Resource #1

Prospect data lists

• List purchased

• Opt-in lists

• Show/conference lists

Tip: Leverage data you have for highly targeted campaigns

Resource #2

Campaign offers

• Price/ promotions

• Free gifts

• Free information

Tip: Use A/B testing to keep your campaign offer relevant to each customer segment

Resource #3

Campaign creative

• Humorous?

• Professional?

• Sexy?

• Bold?

Tip: Measure each campaign and compare ROI between the ‘risky’ and ‘safe’campaign message.

Resource #4

Service providers

• Agencies

• Printers

• Marketing department

Tip: Make sure you and your providers are equipped for the climb up and down the multi-channel mountain.

Resource #5

Supporting software

• Centralized platform

• Personalized marketing

• Marketing automation

Tip: Make sure the software you use makes it easy to climb the mountain repeatedly.

Resource #6

Management support

• Your boss / client’s boss

• Marketing colleagues

• Value-added resellers

Tip: Help the key decision-makers and influencers understand the multi-channel campaign process.

Download this whitepaper if you need help.

Cannot do A/B testing?

"The scary thing is that out of all the marketers we talked to, 48% said they couldn’t do A/B testing on their landing pages"

Anne Holland*, Founder of Marketing Sherpa

* Nov 2007 Marketing Sherpa interview on A/B testing

Testing different routes (a/b testing)

Consider different elements for each campaign

• Time of delivery

• Email subject lines

• Offers

• Types of reminder emails

• Creative visuals

• Level of engagement

• Viral effects

• Incentives

Avoiding the creepy factor• too much data• too personal data

What is a good response?

• 70%, 80%, 90% response rate?• It takes more than 1 piece of messaging to convert your average customer

Bob gets email

Bob opens email, but no response

Follow up with DM + pURL

Bob visits landing page

Sales contact Bob

Plan for follow-up / sales involvement:

Improve conversion rates:

• Conversion is more likely if they have previously received a message

• Conversion is highly unlikely at the first attempt

• Create a system that allows follow-up messages/interaction

A Multi-channel campaign:

Bob gets email

Bob opens email, but no response

Follow up with DM + pURL

Bob visits landing page

Sales contact Bob

Bob becomes a customer

Plan for follow-up / sales involvement:

Improve conversion rates:

• Conversion is more likely if they have previously received a message

• Conversion is highly unlikely at the first attempt

• Create a system that allows follow-up messages/interaction

A Multi-channel campaign:

Contact:

L2, Inc. The Campaign Technology People info@L2soft.com(408) 457-9300

L2 Whitepapers:

Increasing response rates with 1:1 campaignsEnhance lead generation, increase product usage and promote brand awareness with 1:1 campaigns. Find out more...

8 tips for selling a direct marketing campaignConvince your bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns. Find out more…