The campaign
L2 launched the mad marketing application as a way to
show its prospects more advanced applications of Fuse.
The campaign was designed as a personalized email
directing recipients to their own Personal URL.
The idea involved a “which type of marketer are you?”
quiz where each user would:
Be asked three questions that determined their marketing archetype
Be presented with a personalized PDF poster
Be presented with an offer to take a demo of the product

The Mad Marketing Application
Application included:
1. A personalized URL for existing
contacts
2. Static landing page for visitors
L2 used its personalized
from L2’s corporate website
landing page to market its
Fuse product to existing
prospects and new leads 3. Email invite to take the quiz
from the corporate website.
4. A personalized poster
Prospects were sent an Email generated on‐demand
which led them to their own
Personalized URL.
5. A refer a friend function

Handling variable data in Fuse
New Leads
+ Existing Personalized URL
Prospects
Variable messaging based on response

Snapshots of the Application
Qn 1: What best describes your marketing role?
Variable follow‐up questions based on responses

Snapshots of the Application
Qn 2: Which do you find most difficult?
Tracking Responses Personalizing
in real time Campaign Materials
Fuse lets you track: Fuse lets you:
Variable messaging based on response

Snapshots of the Application
Generating a Personalized Poster
Variable messaging by Title

Snapshots of the Application
Contact Information
• First Name
• Last Name
• Gender
• Title Type
• Quiz Answers
+
Personalized Posters
Generating highly personalized posters on‐demand
Generating a Personalized Poster

Test Results
Percentage of people who responded
Response rates Open email
Test list: 155 contacts Click through
Email Opens : 24.7% Completed quiz
Email Click‐Through: 8.0% To send follow‐up
Follow‐up list: 750 contacts
Email Opens: 26%
Email Click‐through: 7.5%
Percentage of people who completed the quiz
Total visited: 168
Completed the quiz: 76 (45%)

Campaign Summary
Fuse allowed L2 to market to its prospects
Keeping leads warm
Identifying which prospects to hand to sales
Getting referrals from existing prospects
Fuse allowed L2 to generate new prospects
From the corporate website
Referrals from existing prospects
For more Marketing Madness:
Http://MadMarketing.L2soft.com

Fuse – Powered by L2
L2 is the provider of FuseTM , an on‐demand web‐based software that helps
enterprises, agencies and printers produce highly effective marketing campaigns
through direct mail, email and personalized landing pages.
More about L2:
Corporate Website: http://www.L2soft.com
Better Response Blog: http://www.BetterResponseBlog.com
Contact us
Office: +1 408 457 9300
© L2, Inc | 2890 Zanker Road, Ste 209, San Jose, CA 95134