Direct mail, e-mail, SMS messaging, Internet … they all offer unique opportunities for communicating more intensively and in a more focused manner with your target group. By combining the advantages of different channels, you will generate more impact and you can respond faster.
But when should you use which medium? The answer to that question differs from campaign to campaign. As a starting point this is a three-step plan that is often successful:
- prospecting phase: direct mail
Send a classic DM to prospect your target group. Pass on a clear message and make clear what response you expect.
- contact phase: web
Guide the prospect to a landing page or PURL. On this personalised page he fills in the data that you need.
- follow-up phase: e-mail
With the information the prospect has shared with you, you can send him an e-mail with the answer to his questions and a personalised offer.
Our cross-channel platform supports you so you can get all aspects of your communications mix perfectly aligned
Among the new features of our platform also lies a new Social Media Share function, which enables campaigns to reach beyond the recipient by allowing them to share the campaign messages and/or offers with their social networks. With this tool, users can incorporate Facebook and Twitter “share” buttons within Personalized URLs (PURLs) and e-mails of a campaign, just like any other design element.
For lead acquisition, the share buttons can be used to direct the recipients’ friends/followers to a self-registration site where they can learn more and/or sign up for that particular offer. For higher impact, the message generated after clicking a share button can include recipient-specific variable information in order to increase the response rate of the recipients’ friends/followers.
To find out more, contact us or order a Free Quickscan to identify how your existing marcom operations can benefit from automation.