PURLs of Wisdom How to Use Personalized URLs to Build Stronger Relationships with Customers NEDMA Seminar March 31, 2010
A Brief History of Communication
One-of-a-Kind Messages
High Volume Messages  (Human Automation)
Production  (Machine Automation)
Automated Mass Production
Automated, High-Volume,  Mass Produced  One-of-a-Kind Messages …
…  Across Media
Why now? <ul><li>The New Marketing Conversation   </li></ul><ul><li>Ubiquity of the Web has conditioned consumers to expec...
<ul><li>43% of all direct mail marketing respondents take their direct marketing piece to the computer and use the Interne...
<ul><li>PURLs enable you to converse with your customers via the medium of their choice, and make it more … </li></ul><ul>...
What is a PURL? <ul><li>PURL = Personalized URL </li></ul><ul><li>Unique web page  </li></ul><ul><li>Dynamically created <...
Personalized Content <ul><li>Contact information  - Prepopulated - Filled in by prospect </li></ul><ul><li>Qualifying ques...
What Are PURLs Good For? <ul><li>Reply device for other direct media - Lead gen - Order gen </li></ul><ul><li>Surveys </li...
Why Are PURLs Better? <ul><li>Increased response (2 – 5 x) </li></ul><ul><li>Prospect is guided through experience </li></...
Source: MindFireInc
PURLs of Wisdom <ul><li>PURLs as Response Mechanism Case study: Vermillion </li></ul><ul><li>PURLs for Customized Fulfillm...
Response Mechanism 2.0 <ul><li>Client: Vermillion </li></ul><ul><li>Traditional printer with reputation for quality </li><...
Response Mechanism 2.0 <ul><li>Individualized Solution:  </li></ul><ul><li>Campaign:  3 self-mailers sent 2 weeks apart to...
 
 
 
 
 
 
PURL as Response Mechanism <ul><li>Vermillion Results </li></ul><ul><li>Hits to PURLs - 287  (14.3%) </li></ul><ul><li>Upl...
Customized Fulfillment <ul><li>Client: Forrester Research </li></ul><ul><li>Independent technology and market research com...
 
 
 
 
 
 
 
 
 
PURL for Customized Fulfillment <ul><li>Forrester Individualized Results </li></ul><ul><li>The direct mail series pulled 5...
Things to remember <ul><li>Cross-discipline cooperation is key </li></ul><ul><li>Let data drive creative </li></ul><ul><li...
Things to remember <ul><li>Consider dividing job into phases, building and learning as you go </li></ul><ul><li>How good i...
<ul><li>  Questions? </li></ul>
<ul><li>Thank you. </li></ul><ul><li>Alexandra MacAaron </li></ul><ul><li>781.639.1028 </li></ul><ul><li>[email_address] <...
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NEDMA Seminar: PURLs of Wisdom...How to Use Personalized URLs to Build Stronger Relationships with Your Customers

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On March 29, 2010, the New England Direct Marketing Association (NEDMA) hosted a monthly seminar to help members learn more about how PURLs work … and smart, new ways you can put them to work for your organization. Alexandra MacAaron, Creative Director & Queen B of B Direct Marketing Communications, will walked us through some of the principles of using PURLs in integrated media, highly-individualized 1:1 marketing. Then, Joan Groleau, Americas Partner Marketing and Global Accounts for Progress Software, explained how her team has implemented an innovative and tremendously successful PURL-based customer communication management solution. Then, Gail Currier, Senior Account Executive at Mercury Print & Mail, walked us through step-by-step instructions on how to create a powerful PURL campaign for your own organization.

For more information on upcoming NEDMA events, visit: http://www.nedma.com/events.

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NEDMA Seminar: PURLs of Wisdom...How to Use Personalized URLs to Build Stronger Relationships with Your Customers

  1. 1. PURLs of Wisdom How to Use Personalized URLs to Build Stronger Relationships with Customers NEDMA Seminar March 31, 2010
  2. 2. A Brief History of Communication
  3. 3. One-of-a-Kind Messages
  4. 4. High Volume Messages (Human Automation)
  5. 5. Production (Machine Automation)
  6. 6. Automated Mass Production
  7. 7. Automated, High-Volume, Mass Produced One-of-a-Kind Messages …
  8. 8. … Across Media
  9. 9. Why now? <ul><li>The New Marketing Conversation </li></ul><ul><li>Ubiquity of the Web has conditioned consumers to expect highly individualized experience </li></ul><ul><li>Less patience: “What’s in it for me?” </li></ul><ul><li>Consumers demand choice , control </li></ul><ul><li>All marketers are challenged to do more with less </li></ul>
  10. 10. <ul><li>43% of all direct mail marketing respondents take their direct marketing piece to the computer and use the Internet to complete the transaction, find out more, or request additional information. </li></ul><ul><li>Direct Marketing Association, 2006 </li></ul>
  11. 11. <ul><li>PURLs enable you to converse with your customers via the medium of their choice, and make it more … </li></ul><ul><li>- Personal </li></ul><ul><li>- Relevant </li></ul><ul><li>- Immediate </li></ul><ul><li>- Effective and Cost-efficient </li></ul>
  12. 12. What is a PURL? <ul><li>PURL = Personalized URL </li></ul><ul><li>Unique web page </li></ul><ul><li>Dynamically created </li></ul><ul><li>Typically: www.company.customername.com www.campaign.customername.com </li></ul>
  13. 13. Personalized Content <ul><li>Contact information - Prepopulated - Filled in by prospect </li></ul><ul><li>Qualifying questions asked </li></ul><ul><li>Targeted content is served up </li></ul><ul><li>Customized images/creative </li></ul>
  14. 14. What Are PURLs Good For? <ul><li>Reply device for other direct media - Lead gen - Order gen </li></ul><ul><li>Surveys </li></ul><ul><li>Special offers </li></ul><ul><li>Event registration / Scheduling </li></ul><ul><li>Not-for-profit donations </li></ul><ul><li>Fulfillment </li></ul>
  15. 15. Why Are PURLs Better? <ul><li>Increased response (2 – 5 x) </li></ul><ul><li>Prospect is guided through experience </li></ul><ul><li>Instant response data available </li></ul><ul><li>Measurement opportunities </li></ul><ul><li>Tie-in to operations, sales, other departments </li></ul><ul><li>Testing opportunities </li></ul>
  16. 16. Source: MindFireInc
  17. 17. PURLs of Wisdom <ul><li>PURLs as Response Mechanism Case study: Vermillion </li></ul><ul><li>PURLs for Customized Fulfillment Case study: Forrester Research </li></ul>
  18. 18. Response Mechanism 2.0 <ul><li>Client: Vermillion </li></ul><ul><li>Traditional printer with reputation for quality </li></ul><ul><li>Had invested in Xerox VDP systems </li></ul><ul><li>Needed throughput for digital </li></ul>
  19. 19. Response Mechanism 2.0 <ul><li>Individualized Solution: </li></ul><ul><li>Campaign: 3 self-mailers sent 2 weeks apart to 2,000 prospects </li></ul><ul><li>Creative and engaging personalization </li></ul><ul><li>Use of PURLs for response </li></ul>
  20. 26. PURL as Response Mechanism <ul><li>Vermillion Results </li></ul><ul><li>Hits to PURLs - 287 (14.3%) </li></ul><ul><li>Uploaded files - 127 (6.3%) </li></ul><ul><li>Respondents who filled out online survey - 145 (7.2%) </li></ul><ul><li>Sales meetings booked from promotion - 198 </li></ul><ul><li>New business revenue generated in first month - $75,000 + </li></ul>
  21. 27. Customized Fulfillment <ul><li>Client: Forrester Research </li></ul><ul><li>Independent technology and market research company </li></ul><ul><li>Gartner, the main competition, is 5 times their size and advertises aggressively </li></ul><ul><li>Forrester needs targeted approach, more leads and a faster sales cycle </li></ul>
  22. 37. PURL for Customized Fulfillment <ul><li>Forrester Individualized Results </li></ul><ul><li>The direct mail series pulled 5.2%. </li></ul><ul><li>The epostcard series had an open rate of 43% and click-through of 20%. </li></ul><ul><li>In first quarter, the campaign generated $98,000 in new sales. </li></ul>
  23. 38. Things to remember <ul><li>Cross-discipline cooperation is key </li></ul><ul><li>Let data drive creative </li></ul><ul><li>But … let marketing objectives drive the data </li></ul><ul><li>What will move the needle? </li></ul>
  24. 39. Things to remember <ul><li>Consider dividing job into phases, building and learning as you go </li></ul><ul><li>How good is your data? Don’t add insult to injury </li></ul><ul><li>Set up defaults, remember Law firm and software prospect: Ziffen Brittenham Branca Fischer Gilbert Lurie Stiffelman Cook Johnson Land and Wolf </li></ul><ul><li>www.pegasystems.ziffrenbrittenhambrancafischergilbertluriestiffelmancookjohnsonlandandwolf.com </li></ul>
  25. 40. <ul><li> Questions? </li></ul>
  26. 41. <ul><li>Thank you. </li></ul><ul><li>Alexandra MacAaron </li></ul><ul><li>781.639.1028 </li></ul><ul><li>[email_address] </li></ul>

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