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PERSONALIZED URLS, are you using them?
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Pay offs with PURL Campaigns
• Integrated• Personalized-Relevant
Messaging• Targeted• Measuring• Testing• Real-time• Segment• Profile• ROI
Buzz Words
• Quantify and measure the value of marketing programs and investments
• Improve efficiency and effectiveness
• Grow customer knowledge and interactions
• Improve the ROI of expenditures
Top Priority for CMO’s
• Tools to measure and track responses• E-mail campaign management• Lead generation programs• Customer intelligence and analytics• Sales and Marketing integration tools• Loyalty and rewards
Top Areas for Spending for CMO’s
CommercialCommercial
Direct MailDirect Mail
Personalized Personalized URLsURLs
Database Database ManagementManagement
Email Email MarketingMarketing
Social Marketing
Viral Marketing
SEO Marketing
Blogs
e-Commerce
Transpromotional
Podcasts
Webinars
Website Development
Web banners
Mobile Marketing
Multi-Channels
An integrated marketing campaign utilizing direct mail, email and Personalized URL’s (PURL).
Allows marketers to:•Collect more customer data for use in the next stage•Track responses with Personalized URL’s•Learn which media is most likely to get a response from each contact for more successful and cost-effective follow-ups.
This solution includes a real-time detailed analysis
Integrated Marketing Approach
Direct Mail/Email
• Personalize• Relevant• Versioned
The Web
• Dynamic• Trackable• Adaptive
JohnSample.learnpurls.com
The Opportunity
DATABASESales & Marketing
DATABASESales & Marketing
Personalized Survey Page
Campaign leads to Personalized URL
www.domain.com/JohnSmithProfile PageProfile Page
Alert E-mail to Sales
Thank You E-mail
Postcard and/or
E-mail Campaign5
4
3
2
1
Integrated Marketing System
6
10 Tips to Successful PURLs
1. Start with squeaky clean lists2. Know Your Campaign Objective From the Start3. Design mailers or emails to push prospects online4. Use Web 2.0 wisely5. Tailor offers to your Demographic6. Integrate Trigger Marketing7. Track and Learn from Customer Behavior8. Test PURL campaigns Head to Head9. Adding Security Measures10. Adjust Metrics to Accommodate PURLs
10 Tips to Successful PURLs
1. Start with squeaky clean lists
• Data drives strategy• Data drives creative• Data drives offers• Data drives graphics• Data drives media
Direct Mail Industry response rates 2%=98% failure rate
Database Integration
Fact: • 40% of any direct mail campaign’s
success lies in selecting the right list
• 40% of the success depends on the offer
• 20% depends on the creative
40/40/20 Rule
Attract
Generate & Print Personalized URL’s on each direct mail piece
Key Ingredients to Success
10 Tips to Successful PURLs
3. Design mailers or emails to push prospects online
Capture visits to the landing page
Interact
Personalized URL
Variable Messaging
Personalized URLs
• Capture on-line response to direct mail
• Lift response rates as much as 3-5X through relevant messaging
• Generate qualified, engaged leads
• Allow for real-time results and analytics
Personalized URLs
Personalized Direct Mail Personalized
Message
10 Tips to Successful PURLs
5. Tailor offers to your Demographic
Personalization vs. RelevancePersonalization is good
– “John, at Avis we try harder for XYZ corporation.”
Relevance is much better
John is in charge of preferred rental car decision making for a pharmaceutical company:
– “John, pharmaceutical companies like XYZ spend an average of $1.3 million per year on rental car expenses.
In less than 3 minutes, when you visit your personal website you’ll learn the 5 ways Avis’ new program for pharmaceutical companies can cut XYZ rental car expenses by 20% annually.”
Personalized text
PURL’s
Variable Graphics
and Headline
Personalized Direct Mail
Variable Text &
Graphics
Personalized Direct Mail
• Engage respondent with relevant content, including a Personalized URL .
• Continue personal conversation on-line• Generate qualified leads via targeted
messaging & survey questions
Personalized URLs and Landing Pages
10 Tips to Successful PURLs
6. Integrate Trigger Marketing
Database rules and triggers
Database rules with triggers for graphics and text
Variable Imaging
VersionedText
Personalized Landing Pages
Survey Page
Capture Lead Info
Survey Page
Update Campaign Database
Profile Page
Rules-basedMessaging
Thank You Page
• Automatically triggered follow-up email to respondent
• Email content determined by web activity• Continue personal conversation after they leave the
landing pages
Automated Follow-up to Respondents
• React to leads immediately• Distributed via email or PDA/cell phone• No need for cold-calling
Robin Marchetti just responded to your
Automated Lead Distribution
• All visits and online activity are tracked• Reports to help “fine tune” your marketing
– Activity summary– Lead reports– Survey results
Reporting and Analytics
10 Tips to Successful PURLs
8. Track and Learn from Customer Behavior
Dashboard
Landing Page Activity Details
Select campaigns
Dashboard
Detailed Lead Info
Dashboard
Export DetailedActivity Info
Case Study
Objectives of Campaign
•Obtain New Loan Customers
•Establish a direct marketing baseline for future campaigns.
•Compare variable data marketing to traditional static methods
Encourage New Loan Campaign
Alerus Financial
•List segmented into 3 groups- 25-35, 36-45 & 46-55
•Personalized Messaging & Images designed appeal to each audience.
•Tracked PURLs and toll-free #, submitted contact forms and click-throughs
Significant Results
Static Variable
# of pieces mailed
7500 7500
Response Rate
Less than 1% 3.67%
New Loans 29.73% 59.46%
• Campaigns that utilize relevant graphics and text commonly see a 3-5X lift in response rates
– PODi, The Digital Printing Initiative
• 1 in 3 direct mail recipients prefer to respond online
– The DMA
The Power of Personalized URLs
Focus on Three Key Elements
1. Clearly identify and understand the target audience
2. Plan a comprehensive end-to-end experience
3. Focus on tangible business results
4. Test-Test-Test