Climb the multi-channel mountain without falling off! http://multichannel.l2soft.com Wrich Printz highlights the different phases of the multi-channel mountain, mistakes to avoid in climbing the multi-channel mountain and how to plan effective multi-channel campaigns.

1. Climbing the Multi-Channel Mountain(without falling off!) Presented by :WrichPrintz: President & CEO | L2, Inc.

2. The Multi-Channel Mountain Campaigns Reaching out across multiple channels Targeting customer segments with variable data

3. The Multi-Channel Mountain Phase 4: Repeat business Campaigns Phase 3: Results: Success or failure? Reaching out across multiple channels Phase 2: Creating the campaign Phase 1: Planning the campaign Targeting customer segments with variable data

4. Don’t let mistakes knock you off the mountain!

6. Everyone receives same message and offerBoth are equally bad! Multi-Channel Tip: Multi-channel marketing is about targeting each individual with an offer, message and even imagery that is relevant to them.

8. Fail to gather more information about the individualMulti-Channel Tip: Understanding each individual helps you market to them better and keeps them engaged with your brand.

9. Mistake #3: Lack of campaign planning for follow-up messages Multi-Channel Tip: You will not reach the top if you still think marketing is about one-time campaigns. Plan for follow-up messages to every campaign you send out.

11. What drives the purchase?Fear Timing Protection Cost Comfort Love Location Brand loyalty

13. Direct Mail + Personalized URL

14. Sales calls, subscriptions or seminars?Multi-Channel Tip: Plan what you are going to send on the campaign, how to follow-up and the goals of the campaign

15. Preparing the right resources for your climb (6 resources you need)

17. Opt-in lists

18. Show/conference listsTip: Leverage data you have for highly targeted campaigns

20. Free gifts

21. Free informationTip: Use A/B testing to keep your campaign offer relevant to each customer segment

23. Professional?

24. Sexy?

25. Bold?Tip: Measure each campaign and compare ROI between the ‘risky’ and ‘safe’campaign message.

27. Printers

28. Marketing departmentTip: Make sure you and your providers are equipped for the climb up and down the multi-channel mountain.

30. Personalized marketing

31. Marketing automationTip: Make sure the software you use makes it easy to climb the mountain repeatedly.

33. Marketing colleagues

34. Value-added resellersTip: Help the key decision-makers and influencers understand the multi-channel campaign process. Download this whitepaper if you need help.

35. Cannot do A/B testing? "The scary thing is that out of all the marketers we talked to, 48% said they couldn’t do A/B testing on their landing pages" Anne Holland*, Founder of Marketing Sherpa * Nov 2007 Marketing Sherpa interview on A/B testing

37. Email subject lines

38. Offers

39. Types of reminder emails

40. Creative visuals

41. Level of engagement

42. Viral effects

46. Conversion is highly unlikely at the first attempt

47. Create a system that allows follow-up messages/interactionA Multi-channel campaign: Bob gets email Bob opens email, but no response Follow up with DM + pURL Bob visits landing page Sales contact Bob

49. Conversion is highly unlikely at the first attempt

50. Create a system that allows follow-up messages/interactionA Multi-channel campaign: L2 Whitepapers: Increasing response rates with 1:1 campaigns Enhance lead generation, increase product usage and promote brand awareness with 1:1 campaigns. Find out more... 8 tips for selling a direct marketing campaign Convince your bosses, marketing colleagues or potential clients about the effectiveness of direct marketing campaigns. Find out more… Bob becomes a customer Contact: L2, Inc. The Campaign Technology People info@L2soft.com (408) 457-9300 Bob gets email Bob opens email, but no response Follow up with DM + pURL Bob visits landing page Sales contact Bob