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 …

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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  • 1. PURLs of Wisdom How to Use Personalized URLs to Build Stronger Relationships with Customers NEDMA Seminar March 31, 2010
  • 2. A Brief History of Communication
  • 3. One-of-a-Kind Messages
  • 4. High Volume Messages (Human Automation)
  • 5. Production (Machine Automation)
  • 6. Automated Mass Production
  • 7. Automated, High-Volume, Mass Produced One-of-a-Kind Messages …
  • 8. … Across Media
  • 9. Why now?
    • The New Marketing Conversation
    • Ubiquity of the Web has conditioned consumers to expect highly individualized experience
    • Less patience: “What’s in it for me?”
    • Consumers demand choice , control
    • All marketers are challenged to do more with less
  • 10.
    • 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.
    • Direct Marketing Association, 2006
  • 11.
    • PURLs enable you to converse with your customers via the medium of their choice, and make it more …
    • - Personal
    • - Relevant
    • - Immediate
    • - Effective and Cost-efficient
  • 12. What is a PURL?
    • PURL = Personalized URL
    • Unique web page
    • Dynamically created
    • Typically: www.company.customername.com www.campaign.customername.com
  • 13. Personalized Content
    • Contact information - Prepopulated - Filled in by prospect
    • Qualifying questions asked
    • Targeted content is served up
    • Customized images/creative
  • 14. What Are PURLs Good For?
    • Reply device for other direct media - Lead gen - Order gen
    • Surveys
    • Special offers
    • Event registration / Scheduling
    • Not-for-profit donations
    • Fulfillment
  • 15. Why Are PURLs Better?
    • Increased response (2 – 5 x)
    • Prospect is guided through experience
    • Instant response data available
    • Measurement opportunities
    • Tie-in to operations, sales, other departments
    • Testing opportunities
  • 16. Source: MindFireInc
  • 17. PURLs of Wisdom
    • PURLs as Response Mechanism Case study: Vermillion
    • PURLs for Customized Fulfillment Case study: Forrester Research
  • 18. Response Mechanism 2.0
    • Client: Vermillion
    • Traditional printer with reputation for quality
    • Had invested in Xerox VDP systems
    • Needed throughput for digital
  • 19. Response Mechanism 2.0
    • Individualized Solution:
    • Campaign: 3 self-mailers sent 2 weeks apart to 2,000 prospects
    • Creative and engaging personalization
    • Use of PURLs for response
  • 20.  
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  • 26. PURL as Response Mechanism
    • Vermillion Results
    • Hits to PURLs - 287 (14.3%)
    • Uploaded files - 127 (6.3%)
    • Respondents who filled out online survey - 145 (7.2%)
    • Sales meetings booked from promotion - 198
    • New business revenue generated in first month - $75,000 +
  • 27. Customized Fulfillment
    • Client: Forrester Research
    • Independent technology and market research company
    • Gartner, the main competition, is 5 times their size and advertises aggressively
    • Forrester needs targeted approach, more leads and a faster sales cycle
  • 28.  
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  • 31.  
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  • 33.  
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  • 35.  
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  • 37. PURL for Customized Fulfillment
    • Forrester Individualized Results
    • The direct mail series pulled 5.2%.
    • The epostcard series had an open rate of 43% and click-through of 20%.
    • In first quarter, the campaign generated $98,000 in new sales.
  • 38. Things to remember
    • Cross-discipline cooperation is key
    • Let data drive creative
    • But … let marketing objectives drive the data
    • What will move the needle?
  • 39. Things to remember
    • Consider dividing job into phases, building and learning as you go
    • How good is your data? Don’t add insult to injury
    • Set up defaults, remember Law firm and software prospect: Ziffen Brittenham Branca Fischer Gilbert Lurie Stiffelman Cook Johnson Land and Wolf
    • www.pegasystems.ziffrenbrittenhambrancafischergilbertluriestiffelmancookjohnsonlandandwolf.com
  • 40.
    • Questions?
  • 41.
    • Thank you.
    • Alexandra MacAaron
    • 781.639.1028
    • [email_address]