nedma seminar: purls of wisdom...how to use personalized urls to build stronger relationships with...

PURLs of Wisdom

How to Use Personalized URLs to Build Stronger Relationships with Customers

NEDMA Seminar

March 31, 2010

A Brief History of Communication

One-of-a-Kind Messages

High Volume Messages (Human Automation)

Production (Machine Automation)

Automated Mass Production

Automated, High-Volume, Mass Produced

One-of-a-Kind Messages …

… Across Media

Why now?

• The New Marketing Conversation

• Ubiquity of the Web has conditioned consumers to expect highly individualized experience

• Less patience: “What’s in it for me?”

• Consumers demand choice, control

• All marketers are challenged to do more with less

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.

Direct Marketing Association, 2006

PURLs enable you to converse with your customers via the medium of their choice, and make it more …

- Personal

- Relevant

- Immediate

- Effective and Cost-efficient

What is a PURL?

• PURL = Personalized URL

• Unique web page

• Dynamically created

• Typically:www.company.customername.comwww.campaign.customername.com

Personalized Content

• Contact information - Prepopulated- Filled in by prospect

• Qualifying questions asked

• Targeted content is served up

• Customized images/creative

What Are PURLs Good For?• Reply device for other direct media

- Lead gen- Order gen

• Surveys

• Special offers

• Event registration / Scheduling

• Not-for-profit donations

• Fulfillment

Why Are PURLs Better?

• Increased response (2 – 5 x)

• Prospect is guided through experience

• Instant response data available

• Measurement opportunities

• Tie-in to operations, sales, other departments

• Testing opportunities

Source: MindFireInc

PURLs of Wisdom

• PURLs as Response MechanismCase study: Vermillion

• PURLs for Customized FulfillmentCase study: Forrester Research

Response Mechanism 2.0

Client: Vermillion

• Traditional printer with reputation for quality

• Had invested in Xerox VDP systems• Needed throughput for digital

Response Mechanism 2.0

Individualized Solution:

• Campaign: 3 self-mailers sent 2 weeks apart to 2,000 prospects

• Creative and engaging personalization• Use of PURLs for response

PURL as Response MechanismVermillion Results

• Hits to PURLs - 287 (14.3%)• Uploaded files - 127 (6.3%)• Respondents who filled out online survey -

145 (7.2%)• Sales meetings booked from promotion - 198• New business revenue generated in first

month - $75,000 +

Customized Fulfillment

Client: Forrester Research

• Independent technology and market research company

• Gartner, the main competition, is 5 times their size and advertises aggressively

• Forrester needs targeted approach, more leads and a faster sales cycle

PURL for Customized FulfillmentForrester Individualized Results

• The direct mail series pulled 5.2%. • The epostcard series had an open rate of

43% and click-through of 20%. • In first quarter, the campaign generated

$98,000 in new sales.

Things to remember

• Cross-discipline cooperation is key

• Let data drive creative

• But … let marketing objectives drive the data

• What will move the needle?

Things to remember• Consider dividing job into phases, building and

learning as you go

• How good is your data?Don’t add insult to injury

• Set up defaults, remember Law firm and software prospect: Ziffen Brittenham Branca Fischer Gilbert Lurie Stiffelman Cook Johnson Land and Wolf

www.pegasystems.ziffrenbrittenhambrancafischergilbertluriestiffelmancookjohnsonlandandwolf.com

Questions?

Thank you.

Alexandra MacAaron

781.639.1028

alex@bdirectmktg.com