Building the “Family Tree” to your Integrated Marketing Campaigns

As we mentioned in our first 1:1 Marketing post in this series – we understand that creating more relevant and personalized communications can be overwhelming. That’s why we not only recommend the Crawl, Walk, Run method to identify the best way to deploy relevant communications for your brand, but we also highly suggest mapping your campaign out in what we like to call a “Touch Tree.”

What is a Touch Tree? 

We like to think of the touch tree as the family tree to your marketing campaign. In it, you simply jot down all the different channels you intend to use to reach your audience, and then create branches that illustrate how each recipient can respond.

For example, in the tree below, we’ve decided to kick off a campaign with a direct mail piece featuring a personalized URL – which happens to double as both a response tracker and a data-gathering tool.

05_TouchTrees

As you can see – we’ve outlined what occurs if someone responds, or does not respond, to each and every communication touch point along the way. It’s also a good practice to put a deadline around each particular channel.

For example, we have the Reminder Email being sent out to non-responders one week after the direct mail piece was dropped in the mail. For the last chance email – it’s not uncommon for those to be deployed 48-72 hours before a response deadline.

Utilize the Channels that are Relevant to Your Audience

 Of course, email and direct mail are not the only way to engage with your audiences in a relevant manner. There are a whole slew of channels you can leverage to track responses and enable recipients to respond to your message – whether they mail in forms, an 800 number specific to each campaign, and beyond.

Tracking All the Responses Have You Overwhelmed?

Don’t worry – you don’t have to manually track how individuals are responding and engaging with your campaign. When you partner with Documation on integrated marketing campaigns, we’ll be there to help you automate the tracking process and ensure that messages are only sent to those who qualify for each touch point.

Interested in learning how? Contact us, and we’d be happy to walk you through the process.

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