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Multichannel And Purl Presentation


Let me help with your next Multi-Channel Direct Marketing Campaigns. We have the knowledge and the tools.

Let me help with your next Multi-Channel Direct Marketing Campaigns. We have the knowledge and the tools.

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  • 1. Multichannel and PURL presentation CURTIS 1000 – CHRIS DAHL Click to enter
  • 2. Multi-channel Marketing
    • The most successful Marketing Programs
    • 5 to 10 fold increase in responses and conversion
    • Important developments: why multi-channel?
    • Effective use of multiple media helps a selling organization become top-of-mind when the buyer is ready to make a purchasing decision
  • 3. Important developments: why multi-channel?
      • 1. Market shift from transactions to customer relationships
    • Power has shifted to the consumer
    • Competition increases while the cost to acquire a new customer has soared
    • Satisfied customers=best source of new business
    • Privacy concerns, “do not call”, Do not mail, Spam filters makes it hard to blindly attract buyers with hit or miss mass-comm tactics
  • 4. Important developments: why multi-channel?
      • 2. # of channels increased
      • With the recognition of the importance of building customer relationships and integrating communications came new electronic media
      • Websites, email
  • 5. Traditional campaign stats vs. personalized multi-channel campaign
    • Traditional
    • Campaign
    • 1.3% response rate
    • 3.3% click-thru rate
    • 2.9% order conversion
    Personalized multi-channel campaign 9.4% response rate 56% click-thru rate 31% order conversion
  • 6. Multi-channel Marketing
    • Two critical components to effective Multi-channel marketing
      • Creating relevant offers via personalization
      • Coordination and management of multiple channels
    • Increase in the # of personalization elements increases response rate
  • 7. Click-Through Rate 4.70% 4.60% 7.50% 7.60% 14.80%
  • 8. Personalized URLs
  • 9. Personalized URLs
    • Get two powerful media, direct mail and internet, working together.
    • Improve direct mail response rates.
    • Provide relevant content in response to preferences.
    • Engage responders in more meaningful dialogue.
    • Convert responders' preferences into revenue.
  • 10. purls
    • The Internet changed everything.
    • It changed the way buyers buy and sellers sell. It's changing the role of direct mail. According to a recent DMA study, one out of three direct mail recipients prefers to respond online. Are you there for them?
    • Purls link the impact-power of direct mail with the interactive capabilities of the Internet. The result? The conversion of direct mail recipients into qualified, educated prospects and valued customers.
  • 11. Generate Personalized URLs
    • The mailing list is used to automatically generate Personalized URLs for each individual (record) in The mail file.
    • Personalized URLs invite each mail recipient to their own "private screening" of The product or service. Or you simply invite them to learn more - on their own terms
  • 12. Build VIP Landing Pages
    • We’ll Create VIP Landing Pages that integrate and expand the direct mail message or offer.
    • We’ll Personalize the responders initial online visit with variable data and images.
    • We can Produce multiple versions to meet list segmentation requirements.
    • Set marketing triggers to flag important responder preferences.
  • 13. Profile, Segment, and Activate Responders
    • Profile responders based on their preferences and obtain key qualifying information.
    • Segment responders and provide them with a more personalized, relevant online experience.
    • Activate responders to begin a self-serve transaction, request dialogue with a company representative, or request further information.
  • 14. Track and Manage Results in Real Time
    • Generate powerful reports, gaining immediate insight into the effectiveness of the campaign.
    • Track results by individual responder, visitor profile, or any other criteria.
    • Route leads to the appropriate representatives via email.
    • Launch follow-up activities or an entirely new campaign.
  • 15. Step 1: Attract  Print Personalized Web Addresses on each Direct Mail Piece
  • 16. Step 2: Interact   Capture Visits to the VIP Landing Page
  • 17.  
  • 18.  
  • 19.  
  • 20. Step 3: React  Generate Leads, Print Reports, & Follow-up
    • One Time reporting
    • Real Time reporting
    • Campaign Management
    • Tracking visits, click-thru’s, all activity
    • Instant awareness of Offer/design Effectiveness
  • 21. Included…
    • Welcome pages
    • Survey/registration page
    • Thank you page
    • Thank you trigger e-mail
    • Personalization
    • Up to 20,000 purls
    • 3 months hosting and reporting
  • 22. Raymour and Flanigan Example
  • 23. Raymour and Flanigan Example From: Raymour & Flanigan [] Sent: Monday, April 14, 2008 9:07 PM To: Cardona, Amy - Curtis 1000 Subject: Thank You for Visiting! Amy, Thank you for visiting Raymour and Flanigan . We look forward to seeing you in our stores and helping you Step Up the Cardona Family Style.  
  • 24. Bank of Geneva postcard
  • 25.  
  • 26.  
  • 27. Champlain College PURL
  • 28. Champlain College PURL
  • 29. Champlain College Purl
  • 30. What Drives Cost?
    • Design, programming
    • Variability – basic personalization vs. dynamic personalization
    • Basic level reporting vs. real time reporting
    • List management
    • Add-ons: flash intros, addit landing pages, more than 20,000 purls, longer than 3 months host time, custom reporting
  • 31. E-mail Blasts
    • Effective method of communicating with customers
    • Low cost
    • Speed of execution, much faster than other channels (7-10 days)
  • 32. E-mail Blasts
    • Software capabilities
      • E-mail blasts
      • Tracking clicks
      • Tracking opens, fails
      • Reporting options
  • 33.  
  • 34. E-Cards
    • 30-45 second Flash presentation
      • Combination of images, music, and script is meant to connect with the audience emotionally to achieve higher, more immediate, response.
    • Typically sent out as a website link within an email
    • Track response rates
  • 35. E-Cards
    • Northern Michigan University - Paid a few thousand dollars for this e-card and received over $18,000 in Donations!
  • 36. St. Paul Schools ECard
  • 37. Questions?