PURLS
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Transcript of PURLS
Integrated Marketing CampaignsUsing Personal URLs, Web Pages & Email
Automated Response Tracking and Follow-up
The Internet Changed Everything
It changed the way buyers buy, and the way sellers sell.
It changed the role of direct mail.
Boost Response Rates
“42% of direct mail recipients prefer to respond online”
– 2006 DMA Study
Are you there for them?
Generate Interest with Personal URLs
Recipient’s Name Campaign Web Address
Bill Gates BillGates.MyLeadParadise.com
Steve Jobs SteveJobs.MyLeadParadise.com
Michael Jordan MichaelJordan.MyLeadParadise.com
Personal URLs and Landing Pages
Engage respondent with relevant content in direct mail, including a personalized URL
Capture online response Continue “personal” conversation online Generate highly qualified leads
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
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
All visits and online activities are tracked Reports to help “fine tune” your marketing Automated data delivery
Reporting and Analytics
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
Obtain real-time campaign performance measurement and lead distribution
The Power of Personalized URLs
Campaigns that utilize relevant graphics and text commonly see a 2-5X lift in response rates
– PODi, The Digital Printing Initiative
Non- Integrated
Personalized Campaign
Budget $30,000 $30,000
Pieces Mailed 100,000 50,000
Cost Per Piece $.30 $.60
Response Rate 2% 10%
# Leads 2,000 5,000
Cost per Lead $15 $6
Comparing Return on Investment
Lower Cost per Sale
Non- Integrated
Personalized Campaign
Budget $30,000 $30,000
Pieces Mailed 100,000 50,000
Cost Per Piece $.30 $.60
Response Rate 2% 10%
# Leads 2,000 5,000
Cost per Lead $15 $6
Conversion Rate 15% 15%
# of Orders 300 750
Revenue per Order $400 $400
Total Revenue $120,000 $300,000
Cost per Sale $100 $40
Complete the Cycle