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Personalized URL (Purl) Strategy Guide

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Make PURLs work. http://PersonalURL.L2soft.com or http://www.L2soft.com/purls.aspx Get beyond the hype and use these strategies to communicate better with your prospects using Personalized URL technology.

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  • Excellent description of the power of Purl's used in a campaign.
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    Check us out at http://PersonalURL.L2soft.com
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Personalized URL (Purl) Strategy Guide

  1. 1. 1:1 Interaction :: Personalized URL Strategy Guide<br />
  2. 2. 1:1 Interactions: Personalized URL Strategy Guide<br />You’ve already heard the story<br />Personalized URLs Work.<br /><ul><li>Some analysts cite research that “relevant campaigns generate, on average, 300% better response than those that are simply personalized”.
  3. 3. Personalized URL providers claim they consistently get above 30% increase in ROI for their clients’ one to one marketing campaigns.
  4. 4. It‘s becoming a trend. According to the DMA’s integrated marketing media mix report, marketers are complementing digital media with email (79.1%) and direct mail (75.4%). </li></ul>But… <br />There are lies, damn lies, <br />and statistics.<br />
  5. 5. 1:1 Interactions: Personalized URL Strategy Guide<br />The other side of the story<br />It’s not made-to-order magic. <br />Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business. <br />Like all marketing tools you use personalized URLs require you to: <br /><ul><li>think about a strategy for reaching your different customer segments
  6. 6. plan on integrating your ‘magic’ personalized URLs with current media
  7. 7. make a conscious effort to follow through on each message you send</li></ul>The epitome of 1:1 marketing success are the two-way conversations you have with your customers. <br />
  8. 8. 1:1 Interactions: Personalized URL Strategy Guide<br />Why Personalized URLs?<br />Personalized URLs integrate marketing campaigns.<br />Personalized URLs serve as the central ‘hub’ for your marketing messages. They support and reinforce your messages across these other channels:<br /><ul><li>Email to Personalized URL
  9. 9. Direct mail to Personalized URL
  10. 10. Pay-per-click to Personalized URL
  11. 11. Corporate website to Personalized URL
  12. 12. Radio/TV ad to Personalized URL
  13. 13. Print ad to Personalized URL
  14. 14. Social media to Personalized URL</li></ul>Personalized URLs serve as <br />the ‘core’ of your <br />marketing messages.<br />
  15. 15. 1:1 Interactions: Personalized URL Strategy Guide<br />Benefits of using Personalized URLs<br />#1 Tracking for follow-up<br />Take this common scenario: <br />You have a list of 150,000 customers/ potential customers. You plan to market to them via a personalized email. <br />How can Personalized URLs help?<br />Track who responded (who opened, visited their URL, submitted a response, clicked a link, downloaded a document…)<br />Focus subsequent messages and marketing spend only on those that are most responsive (Lead scoring)<br />Use forms and surveys to get a better understanding of each person.<br />Tracking responses down <br />to the individual<br />
  16. 16. 1:1 Interactions: Personalized URL Strategy Guide<br />Benefits of using Personalized URLs<br />#2 Personalized URLs are interactive<br /><ul><li>Personalized URLs allow you to make your campaigns interactive.
  17. 17. An email message (by itself) allow you to broadcast your message.
  18. 18. Emails + Personalized URLs enhances customer value. </li></ul>Tip: Use surveys, build applications, customized PDF documents, provide videos, podcasts and personalization to initiate two-way communication with your customers. <br />&quot;Providing value that improves the customer experience is key to sales growth&quot; <br />Research and Market&apos;s &apos;2009 Trends to Watch: Retail Technology&apos; report.<br />Tip for surveys:<br />Very rarely do you need a long survey while prospecting. Instead keep the questions to a minimum but include leading questions that you can use for subsequent follow-up marketing messages. <br />
  19. 19. 1:1 Interactions: Personalized URL Strategy Guide<br />Benefits of using Personalized URLs<br />Hi Jon, <br />I saw you visited your Personalized URL <br />and indicated an interest in <br />1:1 marketing campaigns. <br />Let me help you get started. <br />#3 Trigger-based marketing<br />Examples of trigger-based events: <br />Follow-up email when someone opens/clicks.<br />Automated email notification to a sales rep. upon a contact request.<br />Trigger a personalized direct mail when someone clicks a link/ selects a particular answer to a survey qn. <br />Trigger a reminder email message if someone hasn’t visit their web portal in more than a month.<br />Email notification to your customer service rep. triggers a follow-up sales call<br />
  20. 20. 1:1 Interactions: Personalized URL Strategy Guide<br />Benefits of using Personalized URLs<br />#3 Trigger-based marketing (cont’d…)<br />Follow-up automatically with prospects based on a trigger event.<br />Personalized URLs<br />Creative & data<br />prospects<br />sales rep<br />response<br />Fully automate communication cycles with rule-based triggers <br />
  21. 21. 1:1 Interactions: Personalized URL Strategy Guide<br />Benefits of using Personalized URLs<br />#4 Personalized and Targeted<br />Tip: Use personalized marketing to cater to the recipient’s ego. <br />“My name is on the URL, it must be customized specifically for me” <br />This novelty will help you improve click-through rates, targeted content will then help you improve conversion rates. <br />Relevance is key! Use the right images, remember previous responses and write content that says, ‘I care about what you do’.<br />Example of a Personalized URL Campaign<br />
  22. 22. 1:1 Interactions: Personalized URL Strategy Guide<br />Benefits of using Personalized URLs<br />#5 Personalized URLs can be viral<br />Sometimes the best way to get a referral is to ask for one. <br />Create value or an interesting customer experience and use refer-a-friend type applications for your marketing. <br />Some best practices: <br />Include the referrer’s name in the email. ‘Katie Jones referred you…’<br />Generate a separate Personalized URL for the new prospect. <br />Let the referrer know when his friends respond.<br />L2’s My BluePie Demo Application<br />Track Referral Status<br />
  23. 23. 1:1 Interactions: Personalized URL Strategy Guide<br />All the strategies summarized<br /><ul><li>Personalized URLs work best when you plan for interaction (videos, podcasts, surveys, applications, refer-a-friend) with your customers.
  24. 24. Use Personalized URLs as the ‘hub’ or focal point for cross media messages.
  25. 25. Plan for follow-up based on how the prospect responded and how they interacted with the 1:1 marketing campaign.
  26. 26. Keep your messages relevant using information from your CRM.
  27. 27. Involve sales in the lead generation process using trigger-based notifications.</li></ul>Cross Media Automated & Delivered<br />
  28. 28. Connect:<br />Contact: <br />(408) 457 9300<br />Email: info@L2soft.com<br />Website: www.L2soft.com<br />2890 Zanker Rd. Suite 209<br />San Jose, CA 95134<br />Blog<br />

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