Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.



Published on

Personal URLs.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this


  1. 1. Integrated Marketing Campaigns Using Personal URLs, Web Pages & Email
  2. 2. Automated Response Tracking and Follow-up
  3. 3. The Internet Changed Everything <ul><li>It changed the way buyers buy, </li></ul><ul><li>and the way sellers sell. </li></ul><ul><li>It changed the role of direct mail. </li></ul>
  4. 4. Boost Response Rates <ul><li>“ 42% of direct mail recipients prefer to respond online” – 2006 DMA Study </li></ul>Are you there for them?
  5. 5. Generate Interest with Personal URLs Bill Gates Steve Jobs Michael Jordan Recipient’s Name Campaign Web Address
  6. 6. Personal URLs and Landing Pages <ul><li>Engage respondent with relevant content in direct mail, including a personalized URL </li></ul><ul><li>Capture online response </li></ul><ul><li>Continue “personal” conversation online </li></ul><ul><li>Generate highly qualified leads </li></ul>
  7. 7. <ul><li>Automatically triggered follow-up email to respondent </li></ul><ul><li>Variable email content determined by web activity </li></ul><ul><li>Continued personalized communication solidifies the relationship </li></ul>Automated Follow-up to Respondents
  8. 8. <ul><li>React immediately to leads </li></ul><ul><li>Distributed via email or PDA/cell phone </li></ul><ul><li>No need for cold-calling </li></ul>Automated Lead Distribution Carolyn Sample just responded to your campaign Steve Salesperson, Carolyn Sample just responded to your campaign. Contact information: 123 Anystreet, USA (555)547-1234 Survey Results: May I call you to discuss? Yes
  9. 9. <ul><li>All visits and online activities are tracked </li></ul><ul><li>Reports to help “fine tune” your marketing </li></ul><ul><li>Automated data delivery </li></ul>Reporting and Analytics
  10. 10. Personalized URLs and Landing Pages <ul><li>Capture the 33% of direct mail respondents who prefer to respond online </li></ul><ul><li>Typically see response rate lift of at least 2X through relevant messaging & Personalized URLs </li></ul><ul><li>Obtain real-time campaign performance measurement and lead distribution </li></ul>
  11. 11. The Power of Personalized URLs <ul><li>Campaigns that utilize relevant graphics and text commonly see a 2-5X lift in response rates </li></ul><ul><li>– PODi, The Digital Printing Initiative </li></ul>
  12. 12. <ul><ul><li>Non- Integrated Personalized Campaign </li></ul></ul><ul><ul><li>Budget $30,000 $30,000 </li></ul></ul><ul><ul><li>Pieces Mailed 100,000 50,000 </li></ul></ul><ul><ul><li>Cost Per Piece $.30 $.60 </li></ul></ul><ul><ul><li>Response Rate 2% 10% </li></ul></ul><ul><ul><li># Leads 2,000 5,000 </li></ul></ul><ul><ul><li>Cost per Lead $15 $6 </li></ul></ul>Comparing Return on Investment
  13. 13. Lower Cost per Sale <ul><ul><li>Non- Integrated Personalized Campaign </li></ul></ul><ul><ul><li>Budget $30,000 $30,000 </li></ul></ul><ul><ul><li>Pieces Mailed 100,000 50,000 </li></ul></ul><ul><ul><li>Cost Per Piece $.30 $.60 </li></ul></ul><ul><ul><li>Response Rate 2% 10% </li></ul></ul><ul><ul><li># Leads 2,000 5,000 </li></ul></ul><ul><ul><li>Cost per Lead $15 $6 </li></ul></ul><ul><ul><li> Conversion Rate 15% 15% </li></ul></ul><ul><ul><li># of Orders 300 750 </li></ul></ul><ul><ul><li>Revenue per Order $400 $400 </li></ul></ul><ul><ul><li>Total Revenue $120,000 $300,000 </li></ul></ul><ul><ul><li>Cost per Sale $100 $40 </li></ul></ul>
  14. 14. Complete the Cycle