MULTI-CHANNEL SUCCESS WITH PURLS Integrating Direct Mail, Email, Mobile and Microsites! Tony Fraga Director of Client Services Direct Development Joel Kaufman Vice President of Sales Chroma Graphics
MULTI-CHANNEL SUCCESS WITH PURLS
Integrating Direct Mail, Email, Mobile and Microsites!
Tony FragaDirector of Client ServicesDirect Development
Joel KaufmanVice President of SalesChroma Graphics
Drive Prospects to Personalized Microsite
Touch #1Personalized Mailer Promoting Printed
and Digital Viewbooks
Touch #2: Email Follow Up to Direct Mail
Touch #3: “Last Chance” Email Reminder
Capture Prospect Interests on Microsite
PAGE 1: Welcome Page
PAGE 2: Survey Page
PAGE 3: Pre-Populated Form
VIRTUAL VIEWBOOK MICROSITE
VIRTUAL VIEWBOOK MICROSITE
VIRTUAL VIEWBOOK MICROSITE
Personalized Viewbooks (Printed VDP)
Personalized Viewbooks (Printed VDP)
PURLs Track INDIVIDUAL Activity & Cross-Media Effectiveness
DATABASE
Capturing ALL Interest Levels
Possible Responses to Event Marketing Promo
Yes,I’ll be there!
Maybe, but I’d like to talk now
Maybe, please send me
more info
Can’t attend… but I’m interest
ed
I’m not answering but
I’m checking you out
Possible Responses to Event Marketing Promo
Yes,I’ll be there!
Maybe, but I’d like to
talk now.
Maybe, please
send me more info.
Can’t make it… but I’m interested
in your cause.
I’m not answering
but I’m checking you out.
Follow Up Marketing is More Relevant
Trigger Email
Confirmation
Reminder SMS Text in 2 Weeks Invite to next
Event
Immediate Phone Call
Immediate Follow-up w/ User-Specific Information Delaye
d Trigger Email
Quick Statistics
Proportion of Responders using Mobile Devices 2011 = 18% 2013 = 30%
Responses over Time within a multi-channel campaign After Direct Mail launch (before 1st Email) = 10% of
Responders After 1st Email Follow-up (before 2nd Email) = 65% of
Responders
Multi-Channel vs. Single-Channel
Average Response Rates when using Personalized URLs as the primary call-to-action
Direct Mail only = 0.8% Email only = 0.9% Multi-channel (Direct Mail + Email) =
3.4%