Harness the power of Fuse for effective multichannel, interactive campaigns

The conversion rate, in marketing terms, is not rocket science. Simple formulas can equate to the optimal conversion rate. Depending on the initiative and objective, there are multiple formulas that will give you the conversion rate you are looking for. I cannot say which formula works for which objectives, but I can tell you a formula that has been proven to be effective  is: multi-channel + interaction = conversion.

Multi-channel

Multi-channel is simply communicating the same message to your target through a combination of channels. For example, your target may receive an email, direct mail and/or SMS with the same message. The objective is to get their attention.

Interaction

Are you “just telling” your target about an offer or did you start a conversation about the offer? Create an opportunity for your target to find out more about the offer. The latest trend in motivating response is the use of a personalized URL. Try sending emails with a personalized URL attached to it. The target will receive the email with an appealing offer and they can click on the their personal URL to do more research on the offer. With proper analytics, you will be aware of who has visited their personal URL and have sales initiate the follow up contact.

Conversion

Once you have gotten your target’s attention through a multi-channel strategy and created a relationship through encouraging interaction, conversion is just a couple of variables away.

As you are reading this post, you may think is this is easier said than done. Well, I did not intend on teaching anyone how to put the formula together. I only wanted to share a formula that various organizations have received success in. The latest success story is from One2Won of the Palmer Printing Company. Palmer Printing  is one of the largest and most reputable print organizations in the industry. Read how One2Won of Palmer acquired successful results for some of their biggest clients through the use of this simple formula.

curious about how a personalized URL works? Play with this test application

Let me know what you think. Feel free to agree or disagree ( i am open to any challenges).

Will V