The first in a series of Best Practices for Cross-Media campaigns.
The success of a campaign can be seriously elevated by attention to these four pillars.
Cross-media seeks to engage. Relevance is a catalyst for engagement from the first contact through the last. As your list content goes beyond standard contact detail, so the opportunity for targeted relevance increases.
The offer is key to providing that extra incentive to visit the microsite and spend a few minutes there. Tailor it to your target. It could be physical like a USB stick; feel good such as carbon neutralising trees planted; financial – say a low season discount for cutsomers; educational, maybe a book or research paper in their industry.
Cutting through the clutter of snail mail or email demands attracting and creative design to complement the personalised URL and offer. Ordinary gets binned/deleted. Design isn’t just images. The design of the physical mail piece can have even more impact.
Call to Action
The call to action (CTA) has to be clear, explicit and stand out. In particular, the personalised URL which is an integral part of this call to action, should usually be a primary focus.