How do personalized variable data technologies increase response rates over static direct marketing efforts? Often, the process is as much about art as it is science. We’ll discuss the relevant variables that influence the success of a one-to-one marketing campaign. These variables include the relevance of message, the offer, the timing, the size of the campaign, the list (house vs. outside) and the quality of the creative. Response rates vary greatly by campaign objective. This slide share discusses the five major objectives: Direct Order, Lead Generation, Lead Nurture/Follow Up, New Customer Experience, and Loyalty. We’ll review how utilizing PURLs and QR codes can support your efforts, helping to qualify and quantify results, especially when coordinated with a cross-channel, multi-media effort that includes email marketing and other mass media assets. Real life case studies have been provided to support you in implementing your own successful campaign. Lisa Landry, Founder and Creative Director, Savvy Workshop

1. HowHow toto UseUse Today’sToday’s DigitalDigital
TechnologiesTechnologies toto ReachReach YourYour
TargetsTargets andand MeasureMeasure ROIROI
Presented by Lisa Landry

2. PODi

3. 11--toto--1 Marketing1 Marketing
Sometimes called 1-to-1 Marketing,
Relevant Marketing can increase
your response rate by providing
personalized, relevant information
when the recipient is ready to
receive it.

4. 11--toto--1 Marketing1 Marketing

5. 11--toto--1 Marketing1 Marketing

6. It’s Big!It’s Big!
Response rates to relevant marketing
campaigns are, on average
4 times that of response rates for
static, same-to-all messages

7. What is Relevant Marketing ?What is Relevant Marketing ?
A relevant marketing piece consists of
a message about a product that the
recipient needs, delivered when the
recipient is ready to receive it

8. Relevant MarketingRelevant Marketing
Factors that Influence Campaign Success
• Strength of Campaign List
• Message
• Offer
• Timing
• Creative
• Response Mechanism
• Vertical

9. Relevant to YouRelevant to You

10. The Results?The Results?
16.8% of recipients visited their Personalized URL
8.4% response rate – alumni who provided
information via an online survey and/or made a donation

11. MultiMulti--ChannelChannel
Response rates provided are cumulative, based on the
results driven by a multi-channel marketing campaign
Personalized direct mail piece directs to PURL
Email invite and reminders to visit URL
Each touch will increase the response rate

12. Defining your ObjectiveDefining your Objective
• Lead Generation
• Direct Order
• Traffic Generation
• Loyalty
• Data Gathering

13. Personalized Campaigns,Personalized Campaigns,
By ObjectiveBy Objective

14. Personalized URLsPersonalized URLs
A personalized URL (pURL) is a unique and
personalized Web address created especially for a
specific recipient
Personalized URLs create a personal and engaging
experience that inspires people to visit their personalized
URL
Reserved for each recipient, the personalized URL
serves as an excellent way to interact with your cross-
media marketing campaign

15. Personalized URLsPersonalized URLs

16. QR CodesQR Codes

17. Are QR Codes Dead?Are QR Codes Dead?
Technology to link to mobile devices has shifted
dramatically
• QR codes are no longer the primary activation tool
• The primary activation type was image recognition (60%),
followed by QR codes (24%) and watermarks (12%)
• However QR codes remain the technology of choice,
representing 60% of mobile triggers, because a high
percentage of mobile users already have QR scanning
apps
• QR codes won’t disappear any time soon, but eventually,
they will be replaced

18. Are QR Codes Dead?Are QR Codes Dead?

19. WhyWhy QR CodesQR Codes are stillare still
EffectiveEffective
Easy access
Deeper relationship with customers
Bridge online and offline media
Real-time information
Invoke user’s curiosity

20. Lead GenerationLead Generation
Lead generation communications create interest in a
product or service and provide the prospective buyer
with a means to request additional information
The goal of most lead generation campaigns is to have
the buyer agree to meet with a salesperson or to lead
them to a purchasing decision through additional
information and offers

21. Lead GenerationLead Generation
Personalized
URL Visit Rate
# of PODI
Cases
Personalized
Response Rate
# of PODi
Cases
Static Response
Rate (DMA data)
Overall 12.1% 44 8.0% 61 2.4%
House List 15.7% 14 10.2% 24 3.3%
Outside List 10.1% 18 6.4% 25 1.4%
Combination 11.7% 10 6.6% 12 NA
*List was a combination of a house and purchased list
Source: Caslon analysis of PODi and DMA data
TABLE 3: THE EFFECT OF PERSONALIZATION IN LEAD GENERATION CAMPAIGNS

22. Lead GenerationLead Generation

23. Lead GenerationLead Generation

24. Results?Results?
11.3% visit rate – recipients went to their Personalized
URL
9.9% of visitors completed golf self-assessment survey
Campaign helped attract at least 50 more attendees for
Pinehurst’s spring golf school than the previous year

25. Lead GenerationLead Generation

26. Results?Results?
Over 9% of the recipients visited their Personalized
URL, completed a survey and requested their free exam
copy of the book
Three of the six promoted textbooks had a
7% to 10% adoption rate – the professor
used the book in their course

27. Lead GenerationLead Generation

28. Results?Results?
11% email response rate – visited site and requested
more information
2% direct mail response rate – visited site and
requested more information
Over 1,200 mobile site visits
Increased enrollment in summer classes 4%
compared to prior year

29. Direct OrderDirect Order
Direct order campaigns solicit and close a sale or
transaction
This category includes communications designed to sell
a product or service, and fundraising appeals where the
organization is asking for an immediate contribution

30. Direct Order

31. The Results?
60% renewal rate
22% of subscribers increased their gift donation
compared to the previous year
Over 2,468%ROI

32. Direct Order

33. The Results?The Results?
The campaign ran for three months and saw renewal
rates ranging from 1.5% to 2%

34. Traffic GenerationTraffic Generation
The objective of traffic generation campaigns is to
motivate the recipient to visit a store or business
establishment, or to attend an event such as a
tradeshow, conference, or seminar
Key elements of the message may include pricing and
product information, information about a particular sale
or event, location, hours of operation, coupon or discount
offers, and gift incentives

35. Traffic GenerationTraffic Generation

36. Traffic GenerationTraffic Generation

37. The Results?The Results?
279.8% visit rate – Over 5,000 plastic postcards were sent
out, and due to the integration of social sharing, 14,124 visited
the campaign microsite
• 7.9% of visits were responses to personalized mail
• 65.3% of visits were responses to social sharing (text, email,
social networks)
120.6% response rate – Over 6,000 individuals provided their
contact information
• The direct mail piece alone drove a 22% response rate, with
1,111 users logging on to their Personalized URL to activate their
offers
24.8% coupon redemption rate

38. Traffic GenerationTraffic Generation

39. The Results?The Results?
35% response rate – conference attendees who visited
their Personalized URL, completed the survey, and
requested their t-shirt
There was a near 100% pick-up of t-shirts from people
who completed the survey prior to the start of the show

40. Data GatheringData Gathering
Data gathering campaigns are often precursors to direct
order or lead generation campaigns, where the
organization is looking for information on the customers
to help make future communications more relevant
Response rates for these campaigns can be high
because there is no immediate push for a sale

41. Data GatheringData Gathering

42. The Results?The Results?
17% response rate to initial campaign
This campaign has been repeated three times and each
time has yielded a 14% to 20% response rate
The response mechanism used has been close to evenly
split between the online survey at the Personalized URL
and the paper-based survey

43. Data GatheringData Gathering

44. The Results?The Results?
The program achieved a 12% response rate with older
Girl Scouts visiting their Personalized URL and
completing the survey

45. Loyalty CampaignsLoyalty Campaigns
Loyalty communications continue and/or expand
relationships with existing customers
The goal of these communications is to increase
customer satisfaction with the product or service and
encourage retention and repeat purchases

46. Loyalty Campaigns

47. The Results?The Results?
40% of Recipients visited their PURL
Sales cancellations during the initial two-week “cooling-
off” period were 81% lower for the personalized welcome
pack
Attrition was 39% lower when customers accessed their
Personalized URL

48. Loyalty CampaignsLoyalty Campaigns

49. The Results?The Results?
The response rate for the personalized postcards has
been between 14% and 20% depending on the targeted
customer segment
It has also been noted that members now spend almost
33% more than the average transaction

50. Coffee Anyone?Coffee Anyone?Coffee Anyone?Coffee Anyone?

51. Vertical MarketsVertical Markets

52. Vertical MarketsVertical Markets

53. Action Mailing Discovers TreasureAction Mailing Discovers Treasure
in Marketing Services*in Marketing Services*

54. Action Mailing Discovers TreasureAction Mailing Discovers Treasure
in Marketing Services*in Marketing Services*
42% responded and 33% attended
The response generated after the event was very
favorable and helped shift Action Mailing’s image from a
vendor who did the finishing work on mailings to a
marketing consultant who could help create, provide
valuable insight and manage direct mail campaigns.
Interest was generated for both digital printing and the
intelligent document processing area
Within 30 days enough new business was generated to
pay for the Open House

55. Animal Rescue League AdoptsAnimal Rescue League Adopts
New Marketing Tools*New Marketing Tools*

56. Animal Rescue League AdoptsAnimal Rescue League Adopts
New Marketing Tools*New Marketing Tools*
The results were very pleasing to ARL. In terms of responses
341 (11.4%) of the 2,997 customers went to their personalized
URL (PURL) and 321 (10.7%) actually completed the survey
Only 2% of customers found out about ARL from radio and TV
ads, leading ARL to rethink their media mix
Customers felt ARL needed to speed up the adoption process,
but they thought the volunteer staff was great
They collected over 300 new email addresses for future
communication
Donations more than paid for the campaign

57. bonprixbonprix PersonalizedPersonalized
CatalogueCatalogue

58. bonprixbonprix PersonalizedPersonalized
CatalogueCatalogue
Increase in response rate:
• Existing Customers 0.4%
• New Customer Acquisitions 6.2%
Increase in spend per customer:
• Existing Customers 1.7%
• New Customer Acquisitions 9.7%
Increase in direct response sales:
• Existing Customers 4.0%
• New Customer Acquisitions 15.9%
Increase in online sales:
• Existing Customers 1.1%
• New Customer Acquisitions 9.9%

59. Caterpillar Builds Business withCaterpillar Builds Business with
Personalized Direct Marketing*Personalized Direct Marketing*

60. Caterpillar Builds Business withCaterpillar Builds Business with
Personalized Direct Marketing*Personalized Direct Marketing*
Bottom line sales for Caterpillar far exceeded the costs
of this highly successful campaign
Three-fold increase in measured response compared to
previous direct marketing campaigns
Mailings consistently pulled response rates in excess of
4%
Generated a consistent flow of actionable leads with
many prospects indicating that they were looking to
purchase or lease new equipment in the near future

61. The Citadel Increases Foundation
Membership with Personalized Incentive
and Cross-Media Marketing*

62. The Citadel Increases Foundation
Membership with Personalized Incentive
and Cross-Media Marketing*
22.75% response rate
194 new members representing a 12%+ increase in
membership
97 membership renewals
Revenue generated to date is $208,000

63. Lead Generation Campaign HelpsLead Generation Campaign Helps
DIG’s Business BloomDIG’s Business Bloom

64. Lead Generation Campaign HelpsLead Generation Campaign Helps
DIG’s Business BloomDIG’s Business Bloom
Personalized URL visit rates:
• 11.9% of decision makers
• 10.4% of decision influences
Conversion rates (completed online survey):
• 52.7% of decision makers
• 31.8% of decision influencers
$28,400 closed within the first 60 days
$23,500 additional pipeline activity closed
ROI 2,266%

65. Girl Scouts Raises Funds withGirl Scouts Raises Funds with
Support the SashSupport the Sash Campaign*Campaign*

66. Girl Scouts Raises Funds withGirl Scouts Raises Funds with
Support the SashSupport the Sash Campaign*Campaign*
Total response of 8.2% with unique individual response of
4.9%. A visit to a Personalized URL (PURL) was considered a
response
– Percentage of people in each age segment who visited their PURL
• 20 – 39: 54% – 49: 21%
• 50 – 59: 14%
• 60+: 9%
31% of respondents (47 people) made a donation
Increased average donation from $50 to $250
Grew Facebook Cause page to 141 members; 68 of these
new members were not in GSACPC’s database
Collected 87 referrals from “refer a friend” function

67. MSP andMSP and BlueSkyBlueSky ETO Impress andETO Impress and
Educate Through MultiEducate Through Multi--ChannelChannel
Campaign*Campaign*

68. MSP andMSP and BlueSkyBlueSky ETO Impress andETO Impress and
Educate Through MultiEducate Through Multi--ChannelChannel
Campaign*Campaign*
Over 100 event attendees
Over $500,000 in revenue from new business relationships
25:1 ROI
6 new customers within two weeks of attending Open House

69. Rosemont CollegeRosemont College
Increases Giving by 25%Increases Giving by 25%

70. Rosemont CollegeRosemont College
Increases Giving by 25%Increases Giving by 25%
Rosemont College increased their total giving to the Annual
Fund by 25% and saw an almost 1700% return on
investment
Almost 88% of Rosemont's donors either increased their
gift size from the previous year, or maintained their last gift
Rosemont also saw an increase in online giving of 165%
over 2011
Increasing online giving is particularly important as online
donations require significantly less staff time to process

71. XeikonXeikon Dimensional Mailer ShowcasesDimensional Mailer Showcases
Capabilities and Generates Leads*Capabilities and Generates Leads*

72. XeikonXeikon Dimensional Mailer ShowcasesDimensional Mailer Showcases
Capabilities and Generates Leads*Capabilities and Generates Leads*
105 qualified leads, exceeding goal by almost 300%
8% visit rate – recipient went to their Personalized URL
80% conversion rate – visitor to microsite took action by
either completing an online registration form, clicking a
link or downloading a brochure

73. Want More Results?Want More Results?
For a copy of this presentation as well as the case studies
cited, visit http://www.linkedin/company/savvy-workshop

74. PODi
Interested in becoming a member?
– www.podi.org/Membership.html

75. It’s 5 O’Clock Somewhere!It’s 5 O’Clock Somewhere!

76. Connect with me!Connect with me!
Lisa Landry
@SavvyWorkshop
linkedin.com/in/llandry
linkedin.com/company/savvy-workshop
facebook.com/SavvyWorkshop
Thank you!