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

Email

• 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