Anatomy of Multichannel Marketing Multichannel Marketing Engine Your customer data Your content Print Email PURL/QR Code Smart phone Landing page Social Media YOUR AUDIENCE CONVERT LEADS INTO SALES REVENUE CUSTOMER FEEDBACK Customer Acquisition Customer Retention Increased Sales MEASURE ROI
Multichannel Marketing in action Key Strategy : Implement a simple Multichannel campaign using direct mail, personalized URLs, and QR Codes. Key Objective : Marketing team at a Chicago University was looking to increase student enrollment beyond Illinois residents.
Direct mail postcard Personalized message Demographic appropriate image PURL
Direct mail postcard - back side Personalized message Demographic appropriate image(s) PURL and QR Code
Landing page: Directed from PURL or QR Code Personalized message Register for campus visit Survey for more information
Profile page: Directed from Welcome page Capture contact information
Thank you page: Directed from Profile page Confirm college visit
Multichannel Marketing campaigns are delivering the results you're looking for.
With just a few changes the results can be big:
A typical direct mail campaign 1-2% RESPONSE RATE Campaigns with personalization ADD AN ADDITIONAL 10-15% RESPONSE RATE Campaigns with PURLs ADD AN ADDITIONAL 5-7% RESONSE RATE Conversions using PURLs 30-40% CONVERSION RATE