Cross media marketing (CMM) campaigns are products for increasing sales, marketing your services, offering time-limited discounts, announcing promotions, and so on. A CMM campaign is aimed at a list of contacts you are targeting and is made up of some combination of media elements: printed materials, e-mail messages, SMS (text messages), non-print products, and personalized URLs (PURLs). Campaigns are also made up of activities that you schedule, for example, a postcard may need to be mailed or an e-mail sent.
Tip: A PURL is a link (URL) to a web site personalized for a particular contact (recipient). For example, when Mary Smith clicks the link to visit the site, she lands on a page that greets her with the message "Hello, Mary! Flash sale - 10% off everything and free shipping!"
Here are some examples of campaigns.
● An invitation to an event
An e-mail is sent out to your contact list. The e-mail includes a link to a personal website where contacts can accept the invitation. You can track the number of respondents.
● Constantly running campaign based on birthdays
Every year a card is sent to contacts as their birthday approaches. The card offers contacts a one-time 20% discount during their birthday month.
● Lead generation
A card with a QRC code is sent out encouraging contacts to register for a promotional event (such as joining a gym in January). The QRC code takes a contact to a PURL (personalized website) where they can register.
Follow-up e-mails or SMS can remind contacts to register or can thank them for registering. Some number of contacts who register early may also be rewarded with a gift such as a T shirt or pen.
See also