Direct Mail s Missing Link

Transcription

1 Personalized URLs Direct Mail s Missing Link Capture the 42% of direct mail respondents who prefer to respond online Lift response rates 2-5X through relevant messaging & Personalized URLs Obtain real-time campaign performance measurement

2 Marketing Executives are looking for help in achieving their key objectives! Sales & Marketing Management Partners-Simons, Marketing Executive Survey December 05

3 Cutting Through the Noise Daily we encounter 2904 media messages We may remember 52 of them But 4 of them we will positively remember! How do YOU cut through the noise to engage your customers more effectively?

4 The Internet Changed Everything It changed the way buyers buy, and the way sellers sell. It changed the role of direct mail. 4

5 The Driving Principle 42% of direct mail recipients prefer to respond online 2006 DMA Study Are you there for them? 5

6 But I Have A Web-Site Your corporate web site is not enough It was never intended to be a marketing response channel nor is it designed for that Respondents get lost and forget why they came

7 Response Channel That Provides Lift More than just a PURL Our solution generates Personalized URLs and landing pages for each direct marketing recipient Bill Gates Steve Jobs Michael Jordan BillGates.MyLeadParadise.com SteveJobs.MyLeadParadise.com MichaelJordan.MyLeadParadise.com Recipient s Name Campaign Web Address 7

8 Step I: Attract Print Personalized Web Addresses on each Direct Mail Piece Using your campaign's Mail File, our software generates and hosts a Personalized Web Address for EACH recipient. The process of inserting these unique addresses into the mail file for inclusion in each direct mail piece is automated. Studies show that 42% of direct mail recipients prefer to respond online. Personalized Web Addresses provide an attractive response option. 8

9 Step 2: Interact When the recipient visits their Personalized Web Address, they visit a VIP LANDING PAGE built specifically to support the direct mail piece they hold in their hand. 9

10 Personalized Interaction Captures Key Information and Improves Results Secure Survey & Welcome Page Continues the personal brand involvement Generate highly qualified consumers via survey questions Captures the online response. (Automatically records the respondent profile and generates qualified lead) All visits and online activity are tracked real time and made available instantly through a web based dashboard. Reports are generated to help fine tune your marketing campaign dynamics Instant Campaign results 10

11 Rules Based Interaction Drives Results! Thank You Page Thank you page completes the online experience Automatic Thanks respondent for visit, and provides useful follow up information. 11

12 Step 3: React Generate Leads, Print Reports & Follow-up. Automatically capture all campaign activity for additional follow-up and lead generation - all in real time. Comprehensive reports display campaign response rates, visitor patterns, and detailed lead information. Follow-up leads in real time and improve results! 12

13 Real Time Response As respondents visit their VIP Landing Page, Leads are generated and are routed to your designated location or sales rep for immediate follow-up. Leads can be sent via or text message. 13

14 Why Personalized URLs and Landing Pages Capture the 42% of direct mail respondents who prefer to respond online Lift response rates 2-5X through relevant messaging & Personalized URLs Obtain real-time campaign performance measurement 14

15 Case Study: Northface University Business Need Increase enrollment in their Computer Science bachelors program Respond more quickly than reply cards allow Strategy Communicate to each prospect individually variable data direct mail Add a Personalized URL as a response channel for this highly web-savvy audience 15

16 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 16

17 The Survey Page Collect valuable information about each respondent Use survey data to drive relevant content in later pages 17

18 The Update Profile Page Collect and confirm contact information Keep your database clean 18

19 The Thank You Page Rule-based versioning based on survey answers 19

20 Triggered to Respondent Automatically triggered by each visitor Rule-based versioning based on survey answers or other data fields 20

21 Leads Delivered to Enrollment Team Lead automatically delivered to sales for immediate follow-up Sent to , phone, PDA John Sample just responded to your campaign 21

22 Real Time Reporting Lead reports Activity tracked for every visitor Survey results Automated data delivery by or FTP 22

23 Northface University Results Over 450,000 pieces sent to top math and science students Over 4200 visited their personalized landing pages Over 2000 completed the survey 2X lift in response rate over traditional methods NFU Marketing VP very pleased with the ability to contact respondents within the hour while their interest is still fresh 23

24 One Solution Does It All! LookWho sclicking John, Thank you for visiting your VIP landing page.i will be calling you with the information you requested. Thank you, Susan Salesperson John Sample just responded to your campaign Attract Interact React 24

25 More Than Just PURL s Direct Mail s Missing Link Campaigns that utilize relevant graphics and text commonly see a 2-5X lift in response rates PODi, The Digital Printing Initiative 42% of direct mail recipients prefer to respond online The DMA