Cross-Media Marketing: How to Maximize Results in your Direct Marketing Campaign

It is widely accepted that the most effective method of maximising responses from your direct marketing activity is using multiple media to present the same integrated message across a single campaign. This is known as cross-media marketing or integrated multi channel communication. By using multiple channels, response rates are typically much higher than direct mail alone.

An effective cross-media campaign should include:

• The usage of multiple media channels including Direct Mail Campaign, Electronic Documents presentment, and response capture and inbound document management
• A personalised message that includes high level of relevance to the reader
• Tracking the responses in real time

Using multiple media channels

Incorporating cross media communication channels in direct marketing campaigns enhances the dialogue between marketers and their audiences. With a digital cross-media campaign, the customer receives coordinated and personalised offers from multiple directions and is given various chances to respond. The net effect is that by combining direct mail, email, and the web a richer experience is created for the prospect leading to higher response rates.

Segmentation the data to increase responses

When working on a cross-media campaign careful consideration must be given to the segmentation of customers. The more relevant the message, the better the response rate and effective data management (DMM) and IT processing will identify the data insights to use in your direct marketing message. Creating too many segments will make the campaign unnecessarily complex. It is imperative to keep the segmentation in perspective and look for the segmentation that indicates a specific message is needed for that segment. Generally there will be two or three segmentation factors that provide the greatest lift in response.

Clean the data to reduce waste

Clean data is important in any direct marketing campaign for two reasons:

• Uncleaned data wastes money and is the major cause of return to sender mail
• When personalisation is incorporated into the direct marketing campaign, the impact of the personalisation may be lost if the data is not clean.

Marketing service providers should be able to apply several techniques to clean and enhance data prior to mailing.

Make it relevant and personal

Keeping the message personalized and relevant will generate a higher response rate. Relevance is the single largest lever on response in individualized direct marketing. Leading direct marketing service providers will apply advanced data management and IT processing with digital printing and Electronic Documents presentment techniques to deliver true 1 to 1 messaging.

This will include the use of personalised images and personalised text to and will often used advanced digital printing techniques. Current technology high speed inkjet printers makes variable colour image printing a cost effective option.

Track in real time

Tracking responses in real time gives the marketer instant notification of how the campaign is unfolding, providing insight to any needed adjustments and a time frame for when the next wave of communication should be sent. Response rates improve when there are multiple direct marketing touches. Knowing when the customer has responded allows the marketer to continue their efforts in closing the deal. If the customer does not respond to the initial offer via postcard, letter, or email, the marketer has the opportunity to reach out again and get a response.

ABnote Mailcare integrated multichannel communication technologies and experience in direct marketing services can help you achieve the best possible return on your direct marketing investment.

ABnote Mailcare Direct Marketing Services Melbourne. www.mailcare.com.au