Accu link’s intelimailer new digital letter package 3 13-with video
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Accu link’s intelimailer new digital letter package 3 13-with video
- 1. See How Direct Mail Letter Packages Can Transform Into Powerful Cross Media Marketing Campaigns? Presented by : Ed Glaser: CMO AccuLink AccuLink Presentation PSDA 1
- 2. The Power of Letter Packages Most effective direct mail format of all time Perceived as ‘important’ - less likely to be mistaken for junk Personal – letters speak to an audience of one Trusted and Secure - HIPAA compliant AccuLink Presentation PSDA 2
- 3. Sample Cross Media Campaign AccuLink Presentation PSDA 3
- 4. Why use Cross Media Marketing? It is the future of direct marketing! People expect a meaningful two-way conversation Delivers relevant & timely messages, images and offers Respects individual’s communications preferences. IT WORKS! AccuLink Presentation PSDA 4
- 5. The Perfect Cross Media Letter Package InteliMailer Digitally Printed and Converted Produced on Demand Personalized Flexible format Cross Media Marketing is the Future of Direct Marketing and InteliMailers are the Future of the Letter Package AccuLink Presentation PSDA 5
- 6. Slightly different- By Design Similar in size to # 10 - the DM ‘champion’ ¼ inch taller to stand above other mail Unique fold and flap - piques curiosity Colorful VDP – front and back, inside and out ONE InteliMailer = TEN 4 x 6 postcards AccuLink Presentation PSDA 6
- 7. What You Are Holding In your Hands AccuLink Presentation PSDA 7
- 8. Cross Media Campaign AccuLink Presentation PSDA 8
- 9. Maria Landing Page AccuLink Presentation PSDA 9
- 10. C U Movie Screen Shot Play video AccuLink Presentation PSDA 10
- 11. Williams Syndrome Cross Media Marketing Program AccuLink Presentation PSDA 11
- 12. Williams Syndrome Landing Page AccuLink Presentation PSDA 12
- 13. Williams Syndrome Case Study InteliMailer Cross Media Marketing Fundraising Case Study Who: Cyclonic Consulting Richmond, VA What: InteliMailer Cross Media Fundraising Campaign Situation: Cyclonic Consulting, Inc., a specialty direct response solutions provider needed a standout fundraising solution. Each year, one of their non-profit clients awards up to $20,000 clinical research grants. The annual research campaign traditionally launched in early February, with the goal of raising $25,000 by December 31. Fundraising is especially vulnerable during periods of economic turmoil or cataclysmic disasters such as the Haiti earthquake, which occurred just 2 weeks prior to the planned campaign launch. Challenge: Historically, the research campaign has been run out of the non-profit's office with nothing more than a PC and an office copier. Building donor loyalty is critical for non-profits seeking to maintain or expand programs. While every non-profit seeks donations, crafting a special appeal for a targeted purpose can increase donations regardless of economic climate. Cyclonic Consulting wanted to offer their client a solution that would engage new and existing donors without getting lost in the national wave of emergency fundraising. Solution: Cyclonic Consulting decided to revamp the client's existing appeal with a full color InteliMailer letter featuring full color images, personalized messaging, business response envelope and a personalized URL (pURL) configured to accept online donations. Results: The early response from the research campaign is producing eye popping results. The non-profit has seen a 36% response rate to their appeal, with $23,056 raised in the first month. Cyclonic Consulting partner Sue Cline stated "I've worked on a variety of creative fundraisers in the past, but none that delivered a 1412% return on investment to the agency within the first month. We're thrilled that the InteliMailer allowed our client's appeal to distinguish itself from other fundraising efforts, and look forward to assisting other organizations achieve the same success." AccuLink Presentation PSDA 13
- 14. InteliMailer BENEFITS Big budget cross media marketing for less Increased response rates & ROI Time saving, easy and affordable Environmentally friendly and sustainable Improve cash flow- no risk of obsolescence Quick and easy to make changes or do tests AccuLink Presentation PSDA 14
- 15. Questions? For more information: Call or email: Ed Glaser, CMO ed.glaser@acculink.com (252)321-5805 AccuLink Presentation PSDA 15
Editor's Notes
- Welcome to AccuLink’s New Digital Letter Package Presentation. My name is Ed Glaser. I’m the CMO at AccuLink. And my goal today is to provide you information about how our new InteliMailer letter package can transform your direct marketing messaging into powerful cross media campaigns. I will also share a lot of information about how you can successfully participate in Cross Media Marketing. To make all of that happen in the next 30 minutes, we’re going to have to press on, but feel free to stop me at any point and ask any pertinent questions.
- The envelope/letter package is recognized by the DMA as the single most effective direct mail format. Ten out of ten all-time best direct mail packages are envelope/letter packages. USPS studies show people prefer personalized mail in envelopes. Secure, private and trusted; letters in envelopes are perceived as being more valuable and important. Compared to postcards, self-mailers or flyers; letters in envelopes are far less likely to be mistaken for junk mail to be ignored and tossed in the trashcan unread. When contents include personal and confidential health or financial data a letter in a securely sealed envelope isn’t just good marketing, it’s the law. InteliMailers are HIPAA compliant so you know sensitive data is always safe and secure.
- With so many communications channels available today’s smart marketers combine print, internet, mobile, and social media to deliver timely and relevant marketing messages, images and offers. It’s called Cross Media Marketing and it’s proven to deliver higher response rates and better ROI performance as compared to single media campaigns. By printing personalized URLs (pURLs) or Quick Read (QR) codes on each InteliMailer you now can seamlessly connect printed direct mail to the internet, custom landing pages, videos, smart phones, mobile websites and even social media like FaceBook, YouTube and Twitter. Response rates go up dramatically when marketing campaigns featuring good lists and compelling offers are delivered with appropriate frequency through the communication channels that the recipient prefers. Your marketing will be more likely to succeed when the right message is sent to the right person at the right time through the right communications channel. Remember good marketing always pays for itself!
- Cross Media Marketing (CMM) has been called ‘the future of direct marketing’. By using both offline and online communications channels marketers achieve dramatically better results. The convergence of the advancement in digital technology and rapidly changing personal communications options and preferences are driving the trend towards CMM. With good data and CMM marketers can easily and affordably deliver highly relevant and timely messages, images and offers in any communication channel. Properly planned and executed CMM creates an ongoing campaign of print, internet, email and mobile messages that flows back and forth between the marketer and customers.
- This is the perfect letter package for Cross Media Marketing because it is digitally produced and designed to use all of the tools that make Cross Media Marketing work: pURLS, QR Codes, Web and mobile web sites, text and even off line reply devices such as BRE’s and BRC’s. Not only that, but it is designed to stand out in the mail. Let’s look at how.
- The InteliMailer letter package is similar in size to the direct response ‘champion’ # 10 carrier envelope. InteliMailers are ¼ inch taller so they stand above every # 10 in the mail stack. With its intriguing fold and unique angled seal flap the InteliMailer is both familiar and unusual. It’s a purpose-built marketing tool designed to stand out in the mail stack, get noticed, pique curiosity to get opened and acted upon! Add full color variable images and personalized text front and back and you have created a mailpiece that people find irresistible. Next, the unique fold and unexpected ‘angled’ flap causes people to examine it front and back. Once they turn it over personalized messages and prominent ‘OPEN HERE’ icon on the flap guides the recipient to gently pull open the flap for access to the contents. Once inside recipients find one, two or three 8-1/2 X 11 inserts Z folded and stacked. Savvy marketers’ know ‘it’s the letter that sells’ and InteliMailer delivers up to three full-sized personalized pages printed in full color front and back. A business reply envelope or card can also be included. Once opened every other carrier envelope becomes useless. Not InteliMailer. Even after it’s opened this carrier envelope keeps on selling. Here’s how - a second ‘OPEN HERE’ icon printed under the flap instructs recipients to continue unfolding the carrier envelope to reveal brilliant full color variable text and images printed on the inside of the carrier envelope itself. Inch for inch, flyers, postcards and self-mailers don’t even come close to matching the messaging capacity of InteliMailer. You would need to mail TEN 4 x 6 postcards to deliver the personalized text and images of one InteliMailer. Now that we have a new letter package, that’s been called the future of direct mail let’s discuss how it can be used in a cross media marketing campaign. Let’s take a look at a couple of cross media campaigns. (hand out Maria mailer) Please don’t open the piece until I tell you.
- For demonstration purposes, here is InteliMailer Cross Media Marketing Campaign that won a PSDA PEAK Award this year. The front and back panels support full color marketing messages and personalization. Please notice the unique seal flap on the back and the open here message. It’s just unique enough to get attention and get opened.
- Here’s the exploded view of whole campaign – It starts with an InteliMailer letter package that includes a pURL and a QR Code. Responses to the Purl and QR code are directed to the landing page and are immediately referred to account reps. When an inquiry is received from the landing page asking for more information, they obtain the e-mail address as well as “permission” to send e-mails to them. At the same time a thank you e-mail is automatically generated and sent thanking them for responding and telling them that they will be receiving the information they requested shortly. In addition they are offered an opportunity to view a brief movie about credit unions. An e-mail with information that the respondent requested is automatically sent and again the sales team is notified to follow up with a phone call. The plan is to touch each customer or prospect at least 5 times before abandoning the contact if no responses are recorded.
- Here’s what the landing page for this campaign looks like. It’s personalized and looks similar to the mailer itself. There are a few questions that will lead to more personalized content to follow up with the customer. As soon as the submit button is pressed, an e-mail with the survey answers is sent to sales, a thank you e-mail is sent to the respondent. An automated e-mail is then automatically constructed from the response supplying the requested information.
- Upon completing the questionnaire on the landing page, the recipient is offered a movie – The Brief History of Credit Unions. That’s one example, now let’s take a look at a another but different kind of program. Cyclonic Consulting, a marketing services company in Virginia sold and delivered the following project.
- Let’s look at the exploded view. This campaign replaced typewritten and copy machine letters. This is a one woman non-profit fund raiser. Her goal is to raise $25,000 annually which is used for research grants for Williams Syndrome Children. In past years they accomplished their goals but it took many most of the year and several mailings to get there. This very unique small program became a powerful campaign that far exceeded its goals.
- Let’s look at the landing page; it’s what’s called a dynamic landing page. Each child that was chosen for the program, has their own page tied to the pURLS that were used. This landing page changes as each donation for this child is received. Contributions arrive in the form of checks in BRE’s which were included in the mailing and by credit cards when the contribute now button is clicked – (Credit card page not shown) Note the areas that change as the campaign progresses. The green bar increments as funds arrive and the names of contributors and amounts the contribute continue to scroll in the box. Since the WS child mailing is sent to friends and family of specific children the landing page for the recipient is dedicated to that child. Contributors can see how much money has been raised and who contributed how much. That tends to stimulate higher donation amounts.
- If you would like more information, here’s a case study we prepared for this campaign. Check out the ROI.
- So let’s recap the InteliMailer used in a cross media campaign. Easily and affordably deliver “big marketing budget” quality, sophistication and results. Level the marketing playing field for even your smallest clients. Provide 100% personalized, full color printed direct mail letter packages auto-magically combined with emails, internet landing pages, mobile and social media all made to work as one in a fully integrated campaign. Help customers achieve higher response rates and increased campaign ROI with integrated cross media marketing for relevant and timely messages, images and offers that recipients actually welcome. Easily track and report campaign results to clients in real time. Provide customers with the highly effective environmentally sound and sustainable alternative to the old ways of direct mail. Save time and money spent bidding, buying and storing printed letters, brochures, carrier envelopes, inserts, BREs and reply cards. Free up cash tied up in inventory. Eliminate risk of obsolescence. Continually test and adjust your campaign for best results. Make changes with ease and for little cost. Say ‘good bye’ to the headache of managing complicated full color personalized match-mail projects.