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Boost Response Rates with Personalized URLs

An Orientation

How Variable Data Print (VDP) and Internet Tracking can Improve

Direct Mail and Marketing ROI

Idealliance/P3 Tech & Trends Event

Creative High – Impact Ideas in a Print EnvironmentFebruary 18, 2010

Before we Start…

Information from:• Looks Who’s Clicking (Mind Fire) • Direct Marketing Assoc (DMA)• Digital Printing Report• Real Life

Personalized URL applications have a wide variety of uses, including • Sales prospecting, Customer surveying • Event registrations, Direct Marketing• Information dissemination• Obtaining customer and user information & feedback.

PURL’s have generated a lot of success, they have generated a lot of disappointment as well• Primarily because of a lack of realistic expectations & Follow-up

Before we Start…

The Internet Changed Everything

It changed the way buyers buy,

and the way sellers sell.

It changed the role of direct mail.

The Driving Principle

“33% of direct mail recipients prefer to respond online”

– DMA Study

Are you there for them?

Personalized URLs and Landing Pages

Engage respondent with relevant content in direct mail, including a personalized URL

Capture online response

Continue “personal” conversation online with Brand Messages

Generate highly qualified leads

Cross Media Solutions That Does It All!

1 Attract 2 Interact

Carolyn Sample just responded

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

3 React

Direct Mail or eMail On-Line Dialogue Leads & Tracking

Automatically triggered follow-up email to respondent

Variable email content determined by web activity

Continued personalized communication solidifies the relationship

Automated Follow-up to Respondents

React immediately to leads

Distributed via email or PDA/cell phone

No need for cold-calling

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

All visits and online activities are tracked

Reports to help “fine tune” your marketing

Automated data delivery

Reporting and Analytics

Personalized URLs and Landing Pages

Capture the 33% of direct mail respondents who prefer to respond online

Typically see response rate lift of at least 2X through relevant messaging & Personalized URLs

Mix Direct Mail with eMail touches effectively

Obtain real-time campaign performance measurement and lead distribution• Adjust offers and incentives on the “fly”

Personalized URLs

Recipient’s Name Campaign Web Address

Bill Gates BillGates.MyLeadParadise.com

Steve Jobs SteveJobs.MyLeadParadise.com

Michael JordanMichaelJordan.MyLeadParadise.com

Campaign Flow

Direct Mail including personalized URL

VIP Welcome page

Survey page

Update profile page

Thank You page

Automatic emails• Follow-up to respondent

• Leads sent to sales team

The Welcome Page

Design reinforces that of the printed piece

Continue the personal conversation with variable text and imagery

Validate their identity so they feel “safe”

The Survey Page

Collect valuable information about each respondent

Use survey data to drive relevant content in later pages

The Update Profile Page

Collect and confirm contact information

Keep your database clean

The Thank You Page

Rule-based versioning based on survey answers

Triggered Email to Respondent

Automatically triggered by each visitor

Rule-based versioning based on survey answers or other data fields

One Solution Does It All!

1 Attract 2 Interact

Carolyn Sample just responded

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

3 React

Foster Printing Service is well know for its Reprint service to the Publishing world. We are still very committed to the industry but we do so much more than just Reprints.

When you need Printed Communications and Direct Mail help, consider our menu of offerings. With both Heat Set Web and Sheet Fed printing, we can help!

Look at how our customers rank us against the competition for Quality & Satisfaction…

Shameless Commercial

5.0

5.5

6.0

6.5

7.0

7.5

8.0

8.5

9.0

9.5

10.0

All Respondents Top 08/09 (62) Key (30) Growth (28) Publisher (43)

Foster Printing

Best Alternatives

Thank You!Remember, “Print is the original Communications Media!”

Gene Toepfer, Director of SalesFoster Printing Service, Inc.4295 Ohio StreetMichigan City, IN 46360800.382.0808 x117

www.fosterprinting.com

LinkedIn: @ http://www.linkedin.com/in/genetoepfer