D IRECT M AIL, E MAIL, W EB I NTEGRATION Delivering Measurable Results Marketing Techniques to Increase Response & Revenue | Special Offer on the last slide!

Today’s Challenges 1.Increased need to stay in touch with clients, but at lower cost 2.Declining response rates 3.Moving people from mail to the web ( ) Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

Solution #1 touches instead of Mail touches Challenge: You have a large mailing list with very few s attached to the file Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

Solution #2: pURLs  Use pURLs (personalized URLs)  Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

Solution #2: pURLs  Our example pURL was set up to show non-profit organizations how pURLs benefit their mail programs, but pURLs can be set up to increase the effectiveness of any direct mail campaign. It is simply a response tool allowing prospects to convert into leads. Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

pURL A simple one-page website or “landing page” The website is pre-populated with information unique to the visitor, such as their contact information Makes it easy for the prospect to respond Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

pURL Descending levels of involvement Example: – “Request a Quote” – “Free 60 minute Consultation” – “Sign up for our Newsletter” Goal of the Campaign: Capture Each level of involvement requires an Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

The Old Model Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results Direct Mail Website Home Page Reply Card1-800

The New Model: pURL Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results Direct MailWebsiteReply Card1-800pURL

Today’s Challenges: Prospects Lost/Distracted on Website How many clicks does it take to contact you? Is it easy? Do you have clear calls to action? – Prospects get lost or distracted after they land on your home page and don’t end up contacting you Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

Today’s Challenges: Prospects Lost/Distracted on Website Did the prospect come from a specific campaign? How do you know if they land on your home page? – No specific campaign art and messaging Can’t tie prospect back to campaign Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results

pURL Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results Direct MailWebsiteReply Card1-800pURL -42% of DM respondents prefer to respond online -Improved response rates,--best tracking mechanism -real time tracking, see who starts, but may not finish -gather more data or survey prospect pURL carries through on Direct Mail design theme and copy pURL can provide more value- added content specific to the campaign pURL provides Quick contact form

Benefits of a pURL Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results 42% of DM respondents prefer to respond online Improved response rates Best tracking mechanism Real time tracking – What pages did the prospect go to? – Did they start to fill out the form, but stop? Gather more data or survey prospect

Benefits of a pURL Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results pURL carries through on Direct Mail design theme and copy pURL can provide more value-added content specific to the campaign pURL provides quick contact form – easy for prospect to respond

pURLs Marketing Techniques to Increase Response & Revenue | Delivering Measurable Results pURLs are just another response tool for direct mail, but they tend to increase response rates pURLs allow you to track exact results in real time pURLs can incorporate the power of video as well as additional text that cannot be included on the mail piece

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