Purl Idea Allian021810
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Boost Response Rates with Personalized URLs
An Orientation
How Variable Data Print (VDP) and Internet Tracking can Improve
Direct Mail and Marketing ROI
Idealliance/P3 Tech & Trends Event
Creative High – Impact Ideas in a Print EnvironmentFebruary 18, 2010
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Before we Start…
Information from:• Looks Who’s Clicking (Mind Fire) • Direct Marketing Assoc (DMA)• Digital Printing Report• Real Life
Personalized URL applications have a wide variety of uses, including • Sales prospecting, Customer surveying • Event registrations, Direct Marketing• Information dissemination• Obtaining customer and user information & feedback.
PURL’s have generated a lot of success, they have generated a lot of disappointment as well• Primarily because of a lack of realistic expectations & Follow-up
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Before we Start…
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The Internet Changed Everything
It changed the way buyers buy,
and the way sellers sell.
It changed the role of direct mail.
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The Driving Principle
“33% of direct mail recipients prefer to respond online”
– DMA Study
Are you there for them?
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Personalized URLs and Landing Pages
Engage respondent with relevant content in direct mail, including a personalized URL
Capture online response
Continue “personal” conversation online with Brand Messages
Generate highly qualified leads
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Cross Media Solutions That Does It All!
1 Attract 2 Interact
Carolyn Sample just responded
Steve Salesperson,
Carolyn Sample just responded to your campaign.
Contact information: 123 Anystreet, USA (555)547-1234
Survey Results: May I call you to discuss? Yes
3 React
Direct Mail or eMail On-Line Dialogue Leads & Tracking
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Automatically triggered follow-up email to respondent
Variable email content determined by web activity
Continued personalized communication solidifies the relationship
Automated Follow-up to Respondents
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React immediately to leads
Distributed via email or PDA/cell phone
No need for cold-calling
Automated Lead Distribution
Carolyn Sample just responded to your campaign
Steve Salesperson,
Carolyn Sample just responded to your campaign.
Contact information: 123 Anystreet, USA (555)547-1234
Survey Results: May I call you to discuss? Yes
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All visits and online activities are tracked
Reports to help “fine tune” your marketing
Automated data delivery
Reporting and Analytics
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Personalized URLs and Landing Pages
Capture the 33% of direct mail respondents who prefer to respond online
Typically see response rate lift of at least 2X through relevant messaging & Personalized URLs
Mix Direct Mail with eMail touches effectively
Obtain real-time campaign performance measurement and lead distribution• Adjust offers and incentives on the “fly”
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Personalized URLs
Recipient’s Name Campaign Web Address
Bill Gates BillGates.MyLeadParadise.com
Steve Jobs SteveJobs.MyLeadParadise.com
Michael JordanMichaelJordan.MyLeadParadise.com
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Campaign Flow
Direct Mail including personalized URL
VIP Welcome page
Survey page
Update profile page
Thank You page
Automatic emails• Follow-up to respondent
• Leads sent to sales team
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The Welcome Page
Design reinforces that of the printed piece
Continue the personal conversation with variable text and imagery
Validate their identity so they feel “safe”
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The Survey Page
Collect valuable information about each respondent
Use survey data to drive relevant content in later pages
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The Update Profile Page
Collect and confirm contact information
Keep your database clean
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The Thank You Page
Rule-based versioning based on survey answers
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Triggered Email to Respondent
Automatically triggered by each visitor
Rule-based versioning based on survey answers or other data fields
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One Solution Does It All!
1 Attract 2 Interact
Carolyn Sample just responded
Steve Salesperson,
Carolyn Sample just responded to your campaign.
Contact information: 123 Anystreet, USA (555)547-1234
Survey Results: May I call you to discuss? Yes
3 React
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Foster Printing Service is well know for its Reprint service to the Publishing world. We are still very committed to the industry but we do so much more than just Reprints.
When you need Printed Communications and Direct Mail help, consider our menu of offerings. With both Heat Set Web and Sheet Fed printing, we can help!
Look at how our customers rank us against the competition for Quality & Satisfaction…
Shameless Commercial
5.0
5.5
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6.5
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7.5
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8.5
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9.5
10.0
All Respondents Top 08/09 (62) Key (30) Growth (28) Publisher (43)
Foster Printing
Best Alternatives
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Thank You!Remember, “Print is the original Communications Media!”
Gene Toepfer, Director of SalesFoster Printing Service, Inc.4295 Ohio StreetMichigan City, IN 46360800.382.0808 x117
www.fosterprinting.com
LinkedIn: @ http://www.linkedin.com/in/genetoepfer