MULTI-CHANNEL
SUCCESS WITH PURLS
Integrating Direct Mail, Email, Mobile and Microsites!

Joel Kaufman
Vice President of Sa...
Drive
Prospects to
Personalized
Microsite
Touch #1
Personalized Mailer
Promoting Printed
and Digital
Viewbooks
Touch #2: Email Follow Up to Direct Mail
Touch #3: “Last Chance” Email Reminder
Capture
Prospect
Interests
on
Microsite
PAGE 1: Welcome Page
PAGE 2: Survey Page
PAGE 3: Pre-Populated Form
VIRTUAL VIEWBOOK MICROSITE
VIRTUAL VIEWBOOK MICROSITE
VIRTUAL VIEWBOOK MICROSITE
Personalized Viewbooks (Printed VDP)
Personalized Viewbooks (Printed VDP)
PURLs Track INDIVIDUAL Activity &
Cross-Media Effectiveness

DATABASE
Capturing ALL Interest Levels
Possible Responses to Event Marketing Promo

Yes,
I’ll be
there!

Maybe,
but I’d like
to tal...
Follow Up Marketing is More
Relevant
Possible Responses to Event Marketing Promo

Yes,
I’ll be
there!

I’m not
Maybe,
Mayb...
Quick Statistics


Proportion of Responders using Mobile Devices
 2011 = 18%
 2013 = 30%



Responses over Time within...
Multi-Channel vs. SingleChannel
Average Response Rates when using
Personalized URLs as the primary call-toaction
 Direct
...
Multi-Channel Success With PURLs
Multi-Channel Success With PURLs
Upcoming SlideShare
Loading in …5
×

Multi-Channel Success With PURLs

383 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
383
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Multi-Channel Success With PURLs

  1. 1. MULTI-CHANNEL SUCCESS WITH PURLS Integrating Direct Mail, Email, Mobile and Microsites! Joel Kaufman Vice President of Sales Chroma Graphics Tony Fraga Director of Client Services Direct Development
  2. 2. Drive Prospects to Personalized Microsite
  3. 3. Touch #1 Personalized Mailer Promoting Printed and Digital Viewbooks
  4. 4. Touch #2: Email Follow Up to Direct Mail
  5. 5. Touch #3: “Last Chance” Email Reminder
  6. 6. Capture Prospect Interests on Microsite
  7. 7. PAGE 1: Welcome Page
  8. 8. PAGE 2: Survey Page
  9. 9. PAGE 3: Pre-Populated Form
  10. 10. VIRTUAL VIEWBOOK MICROSITE
  11. 11. VIRTUAL VIEWBOOK MICROSITE
  12. 12. VIRTUAL VIEWBOOK MICROSITE
  13. 13. Personalized Viewbooks (Printed VDP)
  14. 14. Personalized Viewbooks (Printed VDP)
  15. 15. PURLs Track INDIVIDUAL Activity & Cross-Media Effectiveness DATABASE
  16. 16. Capturing ALL Interest Levels Possible Responses to Event Marketing Promo Yes, I’ll be there! Maybe, but I’d like to talk now Maybe, please send me more info Can’t I’m not attend… answering but I’m but I’m intereste checking you out d
  17. 17. Follow Up Marketing is More Relevant Possible Responses to Event Marketing Promo Yes, I’ll be there! I’m not Maybe, Maybe, Can’t make answering but I’d like please it… but I’m but I’m interested in to talk send me checking you your cause. now. more info. out. Immediate Phone Call Immediate Follow-up w/ User-Specific Information Trigger Email Confirmation Reminder SMS Text in 2 Weeks Invite to next Event Delayed Trigger Email
  18. 18. Quick Statistics  Proportion of Responders using Mobile Devices  2011 = 18%  2013 = 30%  Responses over Time within a multi-channel campaign   After Direct Mail launch (before 1st Email) = 10% of Responders After 1st Email Follow-up (before 2nd Email) = 65% of Responders
  19. 19. Multi-Channel vs. SingleChannel Average Response Rates when using Personalized URLs as the primary call-toaction  Direct Mail only = 0.8%  Email only = 0.9%  Multi-channel (Direct Mail + Email) = 3.4%

×