Personalized URL (Purl) Strategy Guide

1:1 Interaction :: Personalized URL Strategy Guide

1:1 Interactions: Personalized URL Strategy Guide
You’ve already heard the story
Personalized URLs Work.
Some analysts cite research that “relevant campaigns generate, on average, 300% better response than those that are simply personalized”.
Personalized URL providers claim they consistently get above 30% increase in ROI for their clients’ one to one marketing campaigns.
It‘s becoming a trend. According to the DMA’s integrated marketing media mix report, marketers are complementing digital media with email (79.1%) and direct mail (75.4%).
But…
There are lies, damn lies,
and statistics.

The other side of the story
It’s not made-to-order magic.
Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business.
Like all marketing tools you use personalized URLs require you to:
think about a strategy for reaching your different customer segments
plan on integrating your ‘magic’ personalized URLs with current media
make a conscious effort to follow through on each message you send
The epitome of 1:1 marketing success are the two-way conversations you have with your customers.

Why Personalized URLs?
Personalized URLs integrate marketing campaigns.
Personalized URLs serve as the central ‘hub’ for your marketing messages. They support and reinforce your messages across these other channels:
Email to Personalized URL
Direct mail to Personalized URL
Pay-per-click to Personalized URL
Corporate website to Personalized URL
Radio/TV ad to Personalized URL
Print ad to Personalized URL
Social media to Personalized URL
Personalized URLs serve as
the ‘core’ of your
marketing messages.

Benefits of using Personalized URLs
#1 Tracking for follow-up
Take this common scenario:
You have a list of 150,000 customers/ potential customers. You plan to market to them via a personalized email.
How can Personalized URLs help?
Track who responded (who opened, visited their URL, submitted a response, clicked a link, downloaded a document…)
Focus subsequent messages and marketing spend only on those that are most responsive (Lead scoring)
Use forms and surveys to get a better understanding of each person.
Tracking responses down
to the individual

#2 Personalized URLs are interactive
Personalized URLs allow you to make your campaigns interactive.
An email message (by itself) allow you to broadcast your message.
Emails + Personalized URLs enhances customer value.
Tip: Use surveys, build applications, customized PDF documents, provide videos, podcasts and personalization to initiate two-way communication with your customers.
"Providing value that improves the customer experience is key to sales growth"
Research and Market's '2009 Trends to Watch: Retail Technology' report.
Tip for surveys:
Very rarely do you need a long survey while prospecting. Instead keep the questions to a minimum but include leading questions that you can use for subsequent follow-up marketing messages.

Hi Jon,
I saw you visited your Personalized URL
and indicated an interest in
1:1 marketing campaigns.
Let me help you get started.
#3 Trigger-based marketing
Examples of trigger-based events:
Follow-up email when someone opens/clicks.
Automated email notification to a sales rep. upon a contact request.
Trigger a personalized direct mail when someone clicks a link/ selects a particular answer to a survey qn.
Trigger a reminder email message if someone hasn’t visit their web portal in more than a month.
Email notification to your customer service rep. triggers a follow-up sales call

#3 Trigger-based marketing (cont’d…)
Follow-up automatically with prospects based on a trigger event.
Personalized URLs
Creative & data
prospects
sales rep
response
Fully automate communication cycles with rule-based triggers

#4 Personalized and Targeted
Tip: Use personalized marketing to cater to the recipient’s ego.
“My name is on the URL, it must be customized specifically for me”
This novelty will help you improve click-through rates, targeted content will then help you improve conversion rates.
Relevance is key! Use the right images, remember previous responses and write content that says, ‘I care about what you do’.
Example of a Personalized URL Campaign

#5 Personalized URLs can be viral
Sometimes the best way to get a referral is to ask for one.
Create value or an interesting customer experience and use refer-a-friend type applications for your marketing.
Some best practices:
Include the referrer’s name in the email. ‘Katie Jones referred you…’
Generate a separate Personalized URL for the new prospect.
Let the referrer know when his friends respond.
L2’s My BluePie Demo Application
Track Referral Status

All the strategies summarized
Personalized URLs work best when you plan for interaction (videos, podcasts, surveys, applications, refer-a-friend) with your customers.
Use Personalized URLs as the ‘hub’ or focal point for cross media messages.
Plan for follow-up based on how the prospect responded and how they interacted with the 1:1 marketing campaign.
Keep your messages relevant using information from your CRM.
Involve sales in the lead generation process using trigger-based notifications.
Cross Media Automated & Delivered

Connect:
Contact:
(408) 457 9300
Email: info@L2soft.com
Website: www.L2soft.com
2890 Zanker Rd. Suite 209
San Jose, CA 95134
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Personalized URL (Purl) Strategy Guide

by L2, Inc. on Sep 10, 2009

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Personalized URL (Purl) Strategy Guide — Presentation Transcript