Smart Direct Marketing

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Learn how to turn your direct mail campaign into a smart, multi-channel marketing campaign.

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Smart Direct Marketing

  1. 1. Smart Direct Marketing Integram.com
  2. 2. Smart Marketing Uses Multichannel Mail Traditional Direct Communications QR A great tool makes it easy pURL Names are just the tip of the iceberg Micro-site Promoting with a purpose Mobile Don’t be left behind Analytics So much information, so little time
  3. 3. Traditional CommunicationsYour Mail - Now on Steroids You’ve used direct mail because it works, but you also have to justify the cost. And with all the competing options that technology has given you, why mail at all?
  4. 4. Traditional CommunicationsYour Mail - Now on Steroids You’ve used direct mail because it works, but you also have to justify the cost. And with all the competing options that technology has given you, why mail at all? Why?
  5. 5. Traditional CommunicationsYour Mail - Now on Steroids You’ve used direct mail because it works, but you also have to justify the cost. And with all the competing options that technology has given you, why mail at all? Why? Because it’s the most proven method to target a specific individual that exists.
  6. 6. Traditional CommunicationsYour Mail - Now on Steroids You’ve used direct mail because it works, but you also have to justify the cost. And with all the competing options that technology has given you, why mail at all? Why? Because it’s the most proven method to target a specific individual that exists. But you can make it better, smarter and faster.
  7. 7. QR’sQuestion: What are they?
  8. 8. QR’sQuestion: What are they? QR – or Quick Response – codes have been around since 1994 • Originally used to track vehicle parts, now found just about anywhere • Proliferation in recent years has driven public awareness • 14 Million QR codes scanned per month in the US, and growing • Households earning over $100,000 are primary scanners • Age 18-34 are the top users
  9. 9. QR’sQuestion: What are they? QR – or Quick Response – codes have been around since 1994 • Originally used to track vehicle parts, now found just about anywhere • Proliferation in recent years has driven public awareness • 14 Million QR codes scanned per month in the US, and growing • Households earning over $100,000 are primary scanners • Age 18-34 are the top users
  10. 10. QR’sQuestion: What are they? QR – or Quick Response – codes have been around QR awareness and the since 1994 growth of Smart phone use is driving increasing • Originally used to track vehicle parts, now found just QR scan adoption about anywhere • Proliferation in recent years has driven public awareness • 14 Million QR codes scanned per month in the US, and growing • Households earning over $100,000 are primary scanners • Age 18-34 are the top users
  11. 11. What About pURL’sPersonalize Personalize Personalize If you’ve been around Direct Mail for more than five minutes, you know the power of Personalization. With available technologies, it’s easier than ever to give users the personal experience they deserve. • Pre-populated forms • Personalized offers • Language specific • Customized graphics • Surveys
  12. 12. A few pURL statistics • 42% of direct mail respondents prefer to respond online • 25% of direct mail recipients will only respond online. These people won’t call or visit in person • Standard direct mail response rates of 2-3% have been boosted ten fold (up to 30%) when pURLs are used
  13. 13. Micro-sitesWhat they are, and why you need them A micro-site (also called a minisite) is a campaign specific site, usually 1-7 pages. Used to create an in-depth information gateway, they are a perfect platform when using pURL’s to promote a specific idea. • Are usually temporary • Use a separate URL from a client’s main site • Can be loaded with campaign specific keywords Micro-sites are your clients unique portal to your organization, allowing for that truly customized approach. • They give you instant alerts to activity • They can trigger automatic responses based on activity • They allow you to present coupons, collect information, etc.
  14. 14. The Demand & Impact of MobileQuestion: If you find yourself dissatisfied with the performance of a mobile website, which of the following would you do?
  15. 15. If your customers have to squint, pinch and pull to viewyour website on a mobile phone, you risk compromising themission, message and brandthat you’ve worked hard to establish
  16. 16. If your customers have to squint, pinch and pull to viewyour website on a mobile phone, you risk compromising themission, message and brandthat you’ve worked hard to establish Which is better?
  17. 17. The Power of Mobile This is a Crucial Part of your Future Marketing StrategyWhy? • Mobile searches have quadrupled from 2010. • By 2013, more people are projected to get online with a mobile device than with a traditional computer. • Currently there’s almost 6 billion mobile subscribers worldwide. • By 2015 there will be one mobile device for every person on the planet.The message is clear Adopt a mobile strategy now … or be left behind!
  18. 18. How does this all fit together?
  19. 19. Compare Traditional to Multichannel Direct mail works - Make it work betterTRADITIONAL DIRECT MAIL• Step 1 - Get Art and Text, add Data, and print. Fold, stamp and insert until ready, take to the Post office.• Step 2 - Wait.
  20. 20. Compare Traditional to Multichannel Direct mail works - Make it work betterTRADITIONAL DIRECT MAIL• Step 1 - Get Art and Text, add Data, and print. Fold, stamp and insert until ready, take to the Post office.• Step 2 - Wait.SMART DIRECT MAIL• Begin with Step 1• Step 2 – Add a QR code and printed pURL. Set up a mobile enabled micro-site for the campaign.• Step 3 – Watch the response in real time, drive greater response, provide better, faster results.
  21. 21. Details What we do• During mail setup, we add a few necessary items - the QR, a pURL, an IMB.• During this phase, we’ll setup your personalized micro-sites
  22. 22. Details What we do• During mail setup, we • As mail is processed add a few necessary and delivered, you get items - the QR, a pURL, delivery stats an IMB. • As mail recipient opens• During this phase, we’ll mail and scans code, setup your personalized you get real time alerts micro-sites
  23. 23. Details What we do• During mail setup, we • As mail is processed • With the analytic tools, add a few necessary and delivered, you get you can act immediately items - the QR, a pURL, delivery stats and make adjustments an IMB. if desired • As mail recipient opens• During this phase, we’ll mail and scans code, setup your personalized you get real time alerts micro-sites
  24. 24. A few real world examplesCase Study – Auto Dealer • Promotion centred around existing customers, aimed at generating increased sales during a particular weekend, and to pre-schedule test drives for that weekend • A postcard was personalized with name and pURL, then mailed • 84 cars sold during the promoted weekend; at least 7 of which tracked back to pURL responders • Total unit sales doubled compared to the same period in the previous year
  25. 25. Case Study – Information Gathering• A world‐leading agribusiness creates products that increase crop productivity, protect the environment and improve worldwide health and quality of life.• Recently they launched a new herbicide.• To get the word out and conduct market research, a Direct Mail campaign with pURLs was sent to select farmers across the Unites States.• The campaign offered incentives such as gift cards and lighted tape measure, and participants were requested to verify their contact information and complete a short survey.• The intent of the survey was to gain valuable contact data as well as information regarding current growing procedures and future growing plans.
  26. 26. Case Study – Information Gathering• Mail sent: 7,784 pieces• pURL Visitors: 347• pURL Responses: 323• Site Conversion: 93.08%• Average Conversion to List: 4.15%• Visitor Percentage: 4.46%
  27. 27. Case Study – Advocacy• This advocacy group consists of nearly 150,000 members.• The group is a nongovernmental, nonpartisan, voluntary organization committed to protecting farms and ensuring a safe, fresh and locally grown food supply.• As is the case with most non‐profit organizations, maintaining and growing the membership base is key.• The objective of this direct mail campaign with pURLs was to recruit new members.• Sent in multiple waves over successive months, the campaign targeted prospective members across the state and encouraged them to sign up for membership.
  28. 28. Case Study – Advocacy• Total Mail sent: 12,818 pieces• Total PURL Visitors: 1,266• Total PURL Responses: 1,188• Average Site Conversion: 93.57%• Average Conversion To List: 9.23%• Visitor Percentage: 9.88%
  29. 29. Case Study – Fundraising• Prison Fellowship is a non‐profit that reaches out to prisoners, ex‐prisoners, and their families and helps them prepare for release back into the community.• Prison Fellowship’s fundraising campaign utilized a personalized URL and a security code to access the landing page. The landing pages were customized with greetings, messages and images.• When a recipient used the PURL, he was directed to a secure page where he entered the security code to reach his personalized landing page.• After the visitor filled out the form and made a donation, he was directed to another landing page confirming his donation amount with a thank‐you message.
  30. 30. Case Study – Fundraising• Prison Fellowship wanted to launch a fundraising campaign that would tell a story about the organization’s cause and make it simple for donors to give online.• pURLS, Landing Pages, Security Pages and Forms were used to create a secure site with an engaging campaign.• The campaign had a response rate of over 88%.• The campaign resulted in over 300 donors donating more than $36,000, averaging at an impressive $120 per donor. Overall, the campaign was extremely successful, and Prison Fellowship achieved its targeted fundraising amount.
  31. 31. Results Are Everything Question: If you can’t see what’s happening, how can you make great decisions? Dashboard Metrics Daily/Monthly/Yearly Reports You can’t Imagine if you could see these results in real time. You could adjust your campaign on the fly to get the results you need.Click Tracking Analysis Campaign Summary Metrics Survey Data Analysis Period Comparison Metrics
  32. 32. Reporting at your fingertips When you can put the puzzle pieces of your campaign together in one place, suddenly your future looks a lot brighter. • High level summary reports • Various detail campaign reports • Period-wise metrics • Complete visit history analysis • Click tracking metrics on all links within micro-site • Visual charts • Form and Survey question analysis • Export reports to spreadsheets • Report on active campaigns as well as historical data
  33. 33. Let’s Look at the CostTraditional MultichannelQuantity 3% Response Cost at $0.70 Response $25 Total Quantity 4% Response Cost at $0.74 Response $25 Total ea. Av. ea. Av.10,000 300 $7,000 $7,500 $500 10,000 400 $7,400 $10,000 $2,600 8,000 240 $5,600 $6,000 $400 8,000 320 $5,920 $8,000 $2,080 6,000 180 $4,200 $4,500 $300 6,000 240 $4,440 $6,000 $1,560 8,000 240 $5,600 $6,000 $400 8,000 320 $5,920 $8,000 $2,08010,000 300 $7,000 $7,500 $500 10,000 400 $7,400 $10,000 $2,60012,000 360 $8,400 $9,000 $600 12,000 480 $8,880 $12,000 $3,120 Setup $500 -$500 Total $2,700 Total $13,540 These tables illustrate how just a small 1% increase in donation response due to a multi-channel offering can increase your overall appeal revenues more than five fold.
  34. 34. What would happen if your response went to 15%? Quantity 15% Response Cost at $0.74 Response $25 Total ea. Av. 10,000 1,500 $7,400 $37,500 $30,100 Driving a true, multi-channel 8,000 1,200 $5,920 $30,000 $24,080 approach makes it easier for 900 $4,440 $22,500 $18,060 the responder to respond, 6,000 and this can do wonders for 8,000 1,200 $5,920 $30,000 $24,080 your campaign 10,000 1,500 $7,400 $37,500 $30,100 12,000 1,800 $8,880 $45,000 $36,120 Setup $500 -$500 Total $162,040
  35. 35. Quantity 15% Response Cost at $0.74 Response $25 Total ea. Av.10,000 1,500 $7,400 $37,500 $30,100 Driving a true, multi-channel 8,000 1,200 $5,920 $30,000 $24,080 approach makes it easier for 900 $4,440 $22,500 $18,060 the responder to respond, 6,000 and this can do wonders for 8,000 1,200 $5,920 $30,000 $24,080 your campaign10,000 1,500 $7,400 $37,500 $30,10012,000 1,800 $8,880 $45,000 $36,120 Setup $500 -$500 Total $162,040
  36. 36. Compare Your InvestmentTraditional Micro-site Development requires:• Hosting provider• Web designer to implement and deploy user interface• Web developer to build and maintain user level tracking, forms data collection, reporting, etc• Micro-sites the old fashioned way can cost $3,000 - $5,000 PLUS ongoing hosting feesINTEGRAM gives:• No ongoing maintenance fees• pURLs and QR’s printed on your mailing campaign• Low per/pURL rates• Low campaign URL rates• Nothing to maintain
  37. 37. Conclusions• Direct Mail works – use it wisely• QR’s help users get where you want them to go easily• pURL’s make the visit much better when they get there• A mobile micro-site is a must, that’s how your visitor will show up• The results must be real time to make better decisions now or next timeINTEGRAM can make this all seamless for you
  38. 38. Integram.com Turn Your Direct Mail into Smart Marketing With INTEGRAM on your side, you have the tools to solve the puzzle of Multi-channel Direct MarketingThank you for your attention

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