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Nedma purl mac_aaron

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Recent NEDMA seminar on personalized URLs

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

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