Nedma purl mac_aaron
description
Transcript of Nedma purl mac_aaron
![Page 1: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/1.jpg)
PURLs of Wisdom
How to Use Personalized URLs to Build Stronger Relationships with Customers
NEDMA Seminar
March 31, 2010
![Page 2: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/2.jpg)
A Brief History of Communication
![Page 3: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/3.jpg)
One-of-a-Kind Messages
![Page 4: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/4.jpg)
High Volume Messages (Human Automation)
![Page 5: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/5.jpg)
Production (Machine Automation)
![Page 6: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/6.jpg)
Automated Mass Production
![Page 7: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/7.jpg)
Automated, High-Volume, Mass Produced
One-of-a-Kind Messages …
![Page 8: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/8.jpg)
… Across Media
![Page 9: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/9.jpg)
Why now?
• The New Marketing Conversation
• Ubiquity of the Web has conditioned consumers to expect highly individualized experience
• Less patience: “What’s in it for me?”
• Consumers demand choice, control
• All marketers are challenged to do more with less
![Page 10: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/10.jpg)
43% of all direct mail marketing respondents take their direct marketing piece to the computer and use the Internet to complete the transaction, find out more, or request additional information.
Direct Marketing Association, 2006
![Page 11: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/11.jpg)
PURLs enable you to converse with your customers via the medium of their choice, and make it more …
- Personal
- Relevant
- Immediate
- Effective and Cost-efficient
![Page 12: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/12.jpg)
What is a PURL?
• PURL = Personalized URL
• Unique web page
• Dynamically created
• Typically:www.company.customername.comwww.campaign.customername.com
![Page 13: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/13.jpg)
Personalized Content
• Contact information - Prepopulated- Filled in by prospect
• Qualifying questions asked
• Targeted content is served up
• Customized images/creative
![Page 14: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/14.jpg)
What Are PURLs Good For?• Reply device for other direct media
- Lead gen- Order gen
• Surveys
• Special offers
• Event registration / Scheduling
• Not-for-profit donations
• Fulfillment
![Page 15: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/15.jpg)
Why Are PURLs Better?
• Increased response (2 – 5 x)
• Prospect is guided through experience
• Instant response data available
• Measurement opportunities
• Tie-in to operations, sales, other departments
• Testing opportunities
![Page 16: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/16.jpg)
Source: MindFireInc
![Page 17: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/17.jpg)
PURLs of Wisdom
• PURLs as Response MechanismCase study: Vermillion
• PURLs for Customized FulfillmentCase study: Forrester Research
![Page 18: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/18.jpg)
Response Mechanism 2.0
Client: Vermillion
• Traditional printer with reputation for quality
• Had invested in Xerox VDP systems• Needed throughput for digital
![Page 19: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/19.jpg)
Response Mechanism 2.0
Individualized Solution:
• Campaign: 3 self-mailers sent 2 weeks apart to 2,000 prospects
• Creative and engaging personalization• Use of PURLs for response
![Page 20: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/20.jpg)
![Page 21: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/21.jpg)
![Page 22: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/22.jpg)
![Page 23: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/23.jpg)
![Page 24: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/24.jpg)
![Page 25: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/25.jpg)
![Page 26: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/26.jpg)
PURL as Response MechanismVermillion Results
• Hits to PURLs - 287 (14.3%)• Uploaded files - 127 (6.3%)• Respondents who filled out online survey -
145 (7.2%)• Sales meetings booked from promotion - 198• New business revenue generated in first
month - $75,000 +
![Page 27: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/27.jpg)
Customized Fulfillment
Client: Forrester Research
• Independent technology and market research company
• Gartner, the main competition, is 5 times their size and advertises aggressively
• Forrester needs targeted approach, more leads and a faster sales cycle
![Page 28: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/28.jpg)
![Page 29: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/29.jpg)
![Page 30: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/30.jpg)
![Page 31: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/31.jpg)
![Page 32: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/32.jpg)
![Page 33: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/33.jpg)
![Page 34: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/34.jpg)
![Page 35: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/35.jpg)
![Page 36: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/36.jpg)
![Page 37: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/37.jpg)
PURL for Customized FulfillmentForrester Individualized Results
• The direct mail series pulled 5.2%. • The epostcard series had an open rate of
43% and click-through of 20%. • In first quarter, the campaign generated
$98,000 in new sales.
![Page 38: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/38.jpg)
Things to remember
• Cross-discipline cooperation is key
• Let data drive creative
• But … let marketing objectives drive the data
• What will move the needle?
![Page 39: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/39.jpg)
Things to remember• Consider dividing job into phases, building and
learning as you go
• How good is your data?Don’t add insult to injury
• Set up defaults, remember Law firm and software prospect: Ziffen Brittenham Branca Fischer Gilbert Lurie Stiffelman Cook Johnson Land and Wolf
www.pegasystems.ziffrenbrittenhambrancafischergilbertluriestiffelmancookjohnsonlandandwolf.com
![Page 40: Nedma purl mac_aaron](https://reader034.fdocuments.in/reader034/viewer/2022052617/547d383eb4af9fa5158b52b4/html5/thumbnails/40.jpg)
Questions?