MULTI-CHANNEL SUCCESS WITH PURLS

Integrating Direct Mail, Email, Mobile and Microsites!

Tony FragaDirector of Client ServicesDirect Development

Joel KaufmanVice President of SalesChroma Graphics

Drive Prospects to Personalized Microsite

Touch #1Personalized Mailer Promoting Printed

and Digital Viewbooks

Touch #2: Email Follow Up to Direct Mail

Touch #3: “Last Chance” Email Reminder

Capture Prospect Interests on Microsite

PAGE 1: Welcome Page

PAGE 2: Survey Page

PAGE 3: Pre-Populated Form

VIRTUAL VIEWBOOK MICROSITE

VIRTUAL VIEWBOOK MICROSITE

VIRTUAL VIEWBOOK MICROSITE

Personalized Viewbooks (Printed VDP)

Personalized Viewbooks (Printed VDP)

PURLs Track INDIVIDUAL Activity & Cross-Media Effectiveness

DATABASE

Capturing ALL Interest Levels

Possible Responses to Event Marketing Promo

Yes,I’ll be there!

Maybe, but I’d like to talk now

Maybe, please send me

more info

Can’t attend… but I’m interest

ed

I’m not answering but

I’m checking you out

Possible Responses to Event Marketing Promo

Yes,I’ll be there!

Maybe, but I’d like to

talk now.

Maybe, please

send me more info.

Can’t make it… but I’m interested

in your cause.

I’m not answering

but I’m checking you out.

Follow Up Marketing is More Relevant

Trigger Email

Confirmation

Reminder SMS Text in 2 Weeks Invite to next

Event

Immediate Phone Call

Immediate Follow-up w/ User-Specific Information Delaye

d Trigger Email

Quick Statistics

Proportion of Responders using Mobile Devices 2011 = 18% 2013 = 30%

Responses over Time within a multi-channel campaign After Direct Mail launch (before 1st Email) = 10% of

Responders After 1st Email Follow-up (before 2nd Email) = 65% of

Responders

Multi-Channel vs. Single-Channel

Average Response Rates when using Personalized URLs as the primary call-to-action

Direct Mail only = 0.8% Email only = 0.9% Multi-channel (Direct Mail + Email) =

3.4%