This webinar discusses how personalized URLs (pURLs) can be used to increase sales through personalized marketing. pURLs allow companies to create customized URLs for individual customers that link to personalized web content. The webinar outlines how pURLs have been shown to increase response rates, conversion rates, and sales for companies in various industries. Examples are provided of how pURLs have been incorporated into email and direct mail campaigns to drive higher engagement through personalized and relevant customer experiences online. The presenters argue that pURLs are an effective yet affordable way for companies to start personalizing marketing at scale.

1. Let’s Get Personal:
Increase Sales with Personalized URLs
A Webinar presented by hawkeye and PostClick (a hawkeye venture)
November 3, 2009

2. Introduction
• Introduce speakers
• Today’s session
• Agenda and Q&A
• How to get a copy of the deck
– access archived slides
– get slides e-mailed to you
• How to reach us
– jtedstrom@hawkeyeww.com
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3. GoToWebinar Attendee Interface
1. Viewer Window 2. Control Panel

4. Do you ever feel like
you are
talking to
yourself?
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5. And, no one is
listening?
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6. Did you know the average consumer sees
5,000-plus messages a day?
• “The average 1970’s city dweller
was exposed to 500 to 2,000 ad
messages a day…now it’s 3,000 to
5,000.”
• USA Today, 2006
• “Studies show that a typical
consumer is bombarded by 5,000
advertising messages a day.”
• New York Times, 1988
1970 2005
• “Consumers see an average of
5,980 messages a day.”
• USPS, 2009
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7. So much noise
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8. So little time
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9. We know everyone is not the same
John Tim & Kate
42 60s
Marcia SVP, Marketing Retired
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Junior Account
Executive
Doug & Alice
32 & 7
The Watsons Looking forward to
45-10 the second grade
Family of four
Bradley
25
The Hinkles Web designer
72-12 Tina & Mike
Four generations, 26 & 25
four different tastes First apartment
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10. Still, some advertising is like walking
around town and asking if anyone wants a
banana
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11. Without knowing if they like fruit
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12. Unsolicited, irrelevant messaging hurts
• 88% of consumers say they don’t trust advertising
• 76% believe that companies lie in their advertising
• In 2009, only 38% of Americans state that they trust companies,
down by over 30% in a year
• 77% refused to buy a product or service from a company they don’t
trust
Source: Edelman Trust Survey, Yankelovich
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13. We know personalization works
• 36% to 600% response lift
• 24.5% ave. order size
• 47.6% repeat orders
• 31.6% overall rev/profit
• 33.9% in response time
2009 The DMA
2007 InfoTrends/CAP Ventures personalization study
2003 CAPV The Value of Color
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14. So why don’t we do it more?
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15. It’s time for Personalization 2.0
“The whole point of marketing is to build a relationship between a customer
and a brand. Yet so much of marketing practice and technology seems to
focus on de-personalizing and up-scaling marketing communication to as
large an audience as possible.”
Adam Needles
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16. What happened to Personalization 1.0?
• Personalization has been a force in direct mail for years.
• Online personalization swept through in 1998 in the Web’s infancy.
• Amazon.com was among the few who made it stick. Why?
1.Too expensive
2.Takes too long to implement
3.Enterprise in scope = politics, budgeting difficulty, general
lack of focus and control
4.Widespread privacy concerns
5.Lack of online participation and accurate, up-to-date data
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17. What’s changed?
1. Lighter weight, less “low-level” technology.
2. Exponential growth and reduced cost in basic technology.
3. Evolution of open source and commercial frameworks to handle
most basic application functions.
4. Evolution of process from exhaustive design-build to agile rapid
iteration.
5. Web 2.0 culture more inclined to share publicly.
Costs Capability
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18. pURLs are a great way to get in the game
• pURL campaigns show 20%-30%
response lift over non-pURL
campaigns*
 Increased time on site
 Increased site interaction
 Higher conversion
 Higher repeat and ongoing visits
• Test with personalized postcard +
e-mail + pURL pulled 13X better
response than standard postcard with
no e-mail and no pURL**
 3X better conversion
• Other experience shows 10X upside * The Direct Marketing Association
** RISO Inc.
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19. Cost-effective personalization in a complex
age
• What is a pURL? A Web site address that uses a
• How does it work? familiar name or phrase to
• Features and benefits personalize it for each recipient.
The key that unlocks personalized
content for each individual visitor.
www.YourWebsite.com/JaneSample
Benefits
John Sample ? • Better response rates based
on the promise of relevant
content
Joe Sample Jane Sample • Better conversion because of
relevant content
• Customer insight through Q&A
and tracking and reporting
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20. pURLs in action
• Simple Works!
• Relevance + Value + Convenience = Conversion
• From Campaigns to Conversations
• Getting Personal (not just personalized!)
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21. HP Education Services: Simple works!
Personalized direct mail and e-mail
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22. And it means reduced cost, less complexity and
faster implementation
• 8.7% response to postcard
• 16.5% response to e-mail CTR
• 63% clicked to view
other courses
• 31% purchased a course
Personalized landing page
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23. Nissan: Relevance
Personalized postcard
pURLs
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24. Nissan: Relevance + Value
The inclusion of a pURL,
an 866 number and
personalized coupons also
gave customers more ways
to respond to the campaign.
Personalized coupons for additional car accessories
that were valid only on the customer’s vehicle.
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25. Nissan: Relevance + Value + Convenience =
Conversion
• 3.5% response rate
• 36% scheduled an
appointment
• 485% sales ROI
• Personalized landing page
with prepopulated form and
personalized coupons
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26. Optimum Lightpath: From lead
generation…
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27. To relevant content
Personalized content
by vertical industry
Education Financial Services
Prepopulated lead form
Healthcare Government
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28. To closing the loop with 1-to-1 pURLs for
sales: getting personal (Not just personalized)
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29. Summary
• pURLs are here to stay.
• They are constantly evolving as people get through the basics
and get creative.
• Now is a good time to jump in and experiment.
• We would be happy to help you experiment with your situation.
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30. Questions?
• Please submit questions through the chat window or raise your
hand.
• We’ll answer as many as we can today and compile them into
an FAQ, if necessary.
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31. THANK YOU!
John Tedstrom Theron Gore
Managing Director, Insight President
and Strategy PostClick, a hawkeye
hawkeye venture
jtedstrom@hawkeyeww.com tgore@hawkeyeww.com
(970) 376.0269 (cell) (970) 390.2534 (cell)
(970) 476.2071 x5301
(office)
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