Peter Grant, Pro-active www.charitycomms.org.uk/events

1. Enhance Your Email Marketing
Seminar
26 April, 2012
www.charitycomms.org.uk
#CCEmailTips

2. Personalising the online journey
Enhancing your email marketing

3. Introduction
• Challenges of email marketing
• The evolution of personalisation
• Online personalisation using PURLs
• Benefits and uses of PURLs
• Live PURL demo
• PURL case studies
• PURL metrics
• Personalised online video

4. Challenges of email marketing
• Too cheap
• Poorly targeted
• Massive increase in volume
• Fatigue
• You can track open and clicks but what about the
rest of the user journey?
• What if your web pages are not mobile optimised?

5. Challenges of email marketing
Open Click Response
Rates Rates rates

6. ersonalisation is one of the most important factors in
a recipient opening and reading direct marketing
Source: DMA GAP Report)
ersonalisation should be the crucial element in getting
a recipient to engage

7. The evolution of Personalisation
Marketer
Personalised Marketing started with address
Outbound Personalisation
labelling in the early 1980’s
Personalisation evolved in the early 1990’s to
include variable text
Recent developments enabled the use of
variable images
Close the Personalisation Loop with
PURL technology
Customer

8. Online personalisation using PURLs
• A PURL (Personalised URL) is a unique personalised web
address
• PURLs launch personalised websites and landing pages
incorporating variable text, variable imaging, variable video
and dynamic content
• They allow for the tracking of individual responses and
facilitate campaign analysis & reporting

9. How PURLs can be deployed
• Customer Acquisition
• Customer Retention or Customer Upgrade
• Recommend a friend campaigns
• Ongoing CRM Tool
• Data Gathering

10. Benefits of PURLs
• Quickly deployable
• Click analysis enables segmented follow-up campaign
• Capture of information not yet held on both new and
existing customers
• Email notifications of activity to generate leads for
telemarketing
• Enables the full tracking and measurement of DM campaigns

11. Live PURL Demonstration
www.usepurls.com/add www.usepurls.com/report

12. www.travel.my-airpartner.com/BenSimpson

13. PURL Case Study
Improving email results
Email Opens 1,440
Clicks / PURL Activations 641
Click Through Rate 44.51%
Clicked on Subscribe 84
Response Rate 13.10%

14. PURL Case Study
Benchmarking Email v Direct Mail
Response Email Direct Mail
PURL Activations 641 409
Clicked on Subscribe 84 104
Response Rate 13.10% 25.43%

15. PURL Case Study Fully Integrated Campaign
Metric Description Results
PURLs generated Total personalised mailers and emails(containing PURL) sent 6,507
Activations Total PURLS activated 1,915
Activation Rate PURL activation rate 29.43%
Unique Activations Unique PURLs activated 1,008
Unique Activation Rate Unique PURL activation rate 15.49%
Clicks Total links clicked on landing page 2,669
Click Rates Engagement Rate 139.37%
Unique Clicks Unique clicks on landing page 962
Unique Click Rates Unique Engagement Rate 95.44%

16. Statistics
• Average activation rate from email marketing is 6.7%
• Average activation rate from direct mail is 2.4%
• Average engagement rate from email marketing is 40.6%
• Average engagement rate from direct mail is 62.4%

17. Personalised Video … ultimate personalisation
• Personalised video technology delivers personal messages to visitors
• It grabs attention, is more compelling to watch and is more memorable
• Can be delivered to registered users, be embedded into social media sites and
can be delivered via PURLs
• Video Demonstration (www.your-welcome.com)

18. www.Youtube.com/watch?v=AyeOZyMU1go

19. http://www.marathonnewstv.com/?f=Peter&l
=Grant&ch
=Royal%20London%20Society%20For%20The%20Blind&n=1

20. www.salesforce.com/uk/drive

21. Thank you for your time ...
... any questions?