:: The Campaign Technology People

1:1 Interaction :: Personalized URL Strategy Guide

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

You’ve already heard the story

Personalized URLs Work.

• Some analysts cite research that “relevant campaigns generate, on average, 300% better response than those that are simply personalized”.

• Personalized URL providers claim they consistently get above 30% increase in ROI for

their clients’ one to one marketing campaigns.

• It‘s becoming a trend. According to the DMA’s integrated marketing media mix report, marketers are complementing digital media with email (79.1%) and direct mail (75.4%).

But…

There are lies, damn lies,

and statistics.

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

The other side of the story

It’s not made-to-order magic.

Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business.

Like all marketing tools you use personalized URLs require you to:

• think about a strategy for reaching your different customer segments

• plan on integrating your ‘magic’ personalized URLs with current media

• make a conscious effort to follow through on each message you send

The epitome of 1:1 marketing success are the two-way

conversations you have with your customers.

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Why Personalized URLs?

Personalized URLs integrate marketing campaigns.

Personalized URLs serve as the central ‘hub’ for your marketing messages. They support and reinforce your messages across these other channels:

• Email to Personalized URL

• Direct mail to Personalized URL

• Pay-per-click to Personalized URL

• Corporate website to Personalized URL

• Radio/TV ad to Personalized URL

• Print ad to Personalized URL

• Social media to Personalized URL

Personalized URLs serve as the ‘core’ of your

marketing messages.

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Benefits of using Personalized URLs

#1 Tracking for follow-up

Take this common scenario: You have a list of 150,000 customers/ potential customers. You plan to market to them via a personalized email.

How can Personalized URLs help?

1) Track who responded (who opened, visited their URL, submitted a response, clicked a link, downloaded a document…)

2) Focus subsequent messages and marketing spend only on those that are most responsive (Lead scoring)

3) Use forms and surveys to get a better understanding of each person.

Tracking responses down to the individual

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Benefits of using Personalized URLs

#2 Personalized URLs are interactive

• Personalized URLs allow you to make your campaigns interactive.

• An email message (by itself) allow you to broadcast your message.

• Emails + Personalized URLs enhances customer value.

Tip: Use surveys, build applications, customized PDF documents, provide videos, podcasts and personalization to initiate two-way communication with your customers.

"Providing value that improves the customer

experience is key to sales growth"

Research and Market's '2009 Trends to Watch: Retail Technology' report.

Tip for surveys:

Very rarely do you need a long survey while prospecting. Instead keep the questions to a minimum but include leading questions that you can use for subsequent follow-up marketing messages.

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Benefits of using Personalized URLs

#3 Trigger-based marketing

Examples of trigger-based events:

1. Follow-up email when someone opens/clicks.

2. Automated email notification to a sales rep. upon a contact request.

3. Trigger a personalized direct mail when someone clicks a link/ selects a particular answer to a survey qn.

4. Trigger a reminder email message if someone hasn’t visit their web portal in more than a month.

Hi Jon,

I saw you visited your Personalized URL and indicated an interest in 1:1 marketing campaigns.

Let me help you get started.

Email notification to your customer service rep. triggers a follow-up sales call

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Benefits of using Personalized URLs

#3 Trigger-based marketing (cont’d…)

Follow-up automatically with prospects based on a trigger event.

Fully automate communication cycles with rule-based triggers

prospectssales rep response

Personalized URLsCreative & data

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Benefits of using Personalized URLs

#4 Personalized and Targeted

Tip: Use personalized marketing to cater to the recipient’s ego.

“My name is on the URL, it must be customized specifically for me”

This novelty will help you improve click-through rates, targeted content will then help you improve conversion rates.

Relevance is key! Use the right images, remember previous responses and write content that says, ‘I care about what you do’.

Example of a Personalized URL Campaign

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

Benefits of using Personalized URLs

#5 Personalized URLs can be viral

Sometimes the best way to get a referral is to ask for one.

Create value or an interesting customer experience and use refer-a-friend type applications for your marketing.

Some best practices: 1. Include the referrer’s name in the email. ‘Katie

Jones referred you…’

2. Generate a separate Personalized URL for the new prospect.

3. Let the referrer know when his friends respond.

L2’s My BluePie Demo Application

Track Referral Status

:: The Campaign Technology People

1:1 Interactions: Personalized URL Strategy Guide

All the strategies summarized

• Personalized URLs work best when you plan for interaction (videos, podcasts, surveys, applications, refer-a-friend) with your customers.

• Use Personalized URLs as the ‘hub’ or focal point for cross media messages.

• Plan for follow-up based on how the prospect responded and how they interacted with the 1:1 marketing campaign.

• Keep your messages relevant using information from your CRM.

• Involve sales in the lead generation process using trigger-based notifications.

Cross Media Automated & Delivered

:: The Campaign Technology People

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Website: www.L2soft.com

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