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email us: info@perspektiv.co.uk

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End of postal price controls adds VAT to mailings
The Royal Mail has just announced that a range of their products and services, including all bulk products, will soon become liable to VAT. How will this affect you?
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Getting the most ROI from every DM campaign
With VAT now being added to a wide range of Royal Mail’s bulk products and services, it’s going to cost even more to send out every single one of your DM campaigns.
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Are you building your database at every possible opportunity?
Another way to boost your ROI is to build your email database whenever you can. So is your email database growing fast with new subscribers being added all the time? Or is it stagnating and in need of some fresh new names? If so, it’s time to start hunting for new subscribers.
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New cookie legislation – deadline approaching!
You might not know it, but the new cookie legislation has already been in force in the UK for around 11 months. So you now have just a month or so to comply. Are you ready?
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A beginner’s guide to promoting your business on Pinterest
Pinterest is driving more referral traffic to websites than LinkedIn, Google Plus, Reddit and YouTube combined. So you’ve set up your account and are ready to start pinning. Here’s how...
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Cross media marketing

28/07/2011

Imagine being able to send out a marketing piece that’s tailor made to suit the individual needs of every single one of your customers. You could include offers on all of their favourite products – in the style, colour and size that they want. You could offer all of the brands they love. You could cross sell other products, and offer special purchases and discounts for special occasions and family celebrations.

In short, you would know the individual tastes and preferences of every single one of your customers. And could offer them the products and services that satisfy those tastes and preferences, at the times when they want to buy.

You would be building a long-term relationship with each individual customer. Imagine the potential for long-term repeat business and the effect on your profitability. This is exactly what you can do with a cross media marketing campaign.

What is cross media marketing?

Cross media marketing lets you use the unique benefits of both online and offline media to build relationships with each of your customers. It links the impact and selling power of direct mail with the popularity and interactive possibilities of the internet. In other words, it works cross media.

A cross media marketing campaign usually consists of a personalised direct mail piece or an email containing a personalised URL (PURL) which sends the customer to a website specifically created and tailor-made for them. From this website you can then gather more information about the customer to make their shopping experience even more personal and tailored to them, to encourage them to buy.

To be successful, a cross media marketing campaign needs six key components:

1. Clear strategy and implementation – timing is key and our cross media marketing strategists can plan a campaign to be delivered at the best time for your customers.

2. Accurate data – this is vital. Your existing data can be cleansed or you can buy in new data. Our team will then use this data to the best effect.

3. Skilful copy – the copy needs to be written by a professional with a thorough grounding in direct marketing, who understands the basic human motivations and knows the techniques that can be employed to encourage action.

4. Eyecatching design – the design has to be strong, visually impactful and consistent, and support your campaign theme across all media types. The designers should be skilled in the use of personalisation and variable data.

5. Irresistible offer – try to come up with an offer that your recipients simply cannot refuse. Response rates will be higher with a genuine, compelling offer.

6. Strong call to action – make them act now!

Here’s how a cross media marketing campaign works:

1. The direct mail piece goes out

A direct mail piece is sent to your customer or prospect which features a PURL or Personalised URL which is usually made up of the person’s name, for example, www.SteveSmith.perspektiv.co.uk.

2. The email goes out

An HTML email is also sent out which features the same PURL. The customer or prospect can then click through from the email straight to their own personalised website.

3. They land on their personalised website

You can use information from your database to tailor the content on the web page to suit each individual customer. You can change the text, the images, even the colours for each recipient.

4. They can give you extra information

You can check that the information you have about each customer is up to date. You can also clean your database and expand the information you have about each customer by asking a few simple questions.

5. You say ‘thank you’

On completing the campaign, your customer is taken to a personalised ‘thank you’ page. They will also be sent a thank you email automatically which can confirm all of the personal information they’ve supplied.

6. You get sales leads

Once each customer or prospect has completed the campaign, a sales lead can be sent to your email address straight away. This gives you the chance to respond quickly.

7. You get a detailed report

Your report will tell you who has visited their PURL, answered the questions, updated their details and opened the emails. This means that you get a completely accurate picture of the success of your campaign.

For more information on cross media marketing and how it can improve you response rates, call David Thacker on 0115 950 0510 to request a brochure.