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PURLs Program Development (Personalized URLs) Integrating Direct Mail with the Internet
The Internet has changed the way buyers buy, sellers sell, and even the way students and their parents make the higher education decision. It has definitely changed the role of today’s media approach for our key target audiences!
Statistic #1 60% of Americans prefer to receive a mail piece in the mail but do their shopping/responding online. – 2010 DMA Study Also reinforced by the KCTCS brand study
Statistic #2 “Ford dealers who follow-up on Web leads within 4 hours are 4 times more likely to sell a car. ” – Ford Motors How quickly do we follow up? Major purchases have a similar decision process as the higher education evaluation.
PURLs Unique Problem: How do you connect a mail piece to the Internet? How do we respond faster to increase conversion? Solution: PURLs are personalized webpages. A PURL, when printed on a direct mail piece, drives the recipient to a landing page that is completely prefilled with the recipient’s personalized information. Bill. Gates. increaseresponses. com Steve. Jobs. increaseresponses. com Michael. Jordan. increaseresponses. com
The Direct Mail Component http: //chasekirkwood 15. myhanover. me
Intelligent Mail Barcode Tracking Generates Blast E-mail – GO CHECK YOUR MAILBOX!
The Landing Page • Skin-able • Prefilled know fields • Customizable based on • School • Academic Interest(s) • High School • View Book • Interest Level • Traditional / Non-Trad Student • We select variables
Thank You Page • Personalized • Quick turnaround/ instant gratification • Trackable • Customized by school
Personalized Blast E-mails to Non. Responders with their PURL 0. 7% of the responders came in through one of the non-responder blast e-mail campaigns
Online Dashboard • Track every activity for each PURL visitor • Instant measurable results • Real-time access to responders for faster follow-ups • Dashboard can be location specific
Online Dashboard • Track mail delivery with the IMB • See reports of responders by day
The Results • Lead automatically delivered to sales for immediate fallow-up • Set to e-mail, phone, PDA
PURL Activation Enter your security code printed on your mail piece – “X 321”
QR Codes Cell phone technology can take you directly to your PURL In addition to nonprofit mailing, KCTCS can also get an additional 3% discount on postage by using a QR code on the exterior of the mail piece.
Case Study Salem College is the oldest women’s college in the United States, and in 2009 the admissions department wanted to use a different marketing technique to gain interest in the school. In addition, the marketing budget had also been reduced by 20% that same year. Objective: Test effectiveness of incorporating PURLs in student recruitment campaign while reducing overall budget by 20%. Landing page featured a Web survey form and option to watch a video.
Case Study Target Audience: Sophomore & junior high school girls with academic scores and interests in majors that Salem offered Incentive: A customized admissions video and receiving a customized one-of-a-kind brochure PURL landing page: Included a survey and customized profile page and a thank you page Test Results: • 80, 000 DM pieces were sent • 4. 4% PURL visits • 47% of above completed survey & provided additional information (1, 655) • 717 prospective students requested spring visits • Spring visits increased by 46% • 303% increase in responses from previous year when only static mailings were used • 20% decrease in overall budget • 170 traditional-aged students enrolled for 2011—an 11% increase over 2009 • From the original mail list, 32% of the incoming class completed applications, and 25% went on to attend Salem • Followed up with 2010 and 2011 PURL campaigns
Advantages of Using PURLs • PURLs connect the mailbox to the inbox and to the Web • PURLs create a PERSONALIZED webpage that is prefilled for the recipient. Easy for the recipient to respond! • Webpages can be dynamic and change based on recipients’ answers to the landing page questions • Clients that are using BREs can potentially cut reply mail postage by as much as 60% • Client has real-time access to the data collected from the PURL campaign. Instant measurable results! • Data that is being collected is “fresh data” and can be used for faster follow-ups. Timing is everything!
Advantages of Using PURLs • IMB (Intelligent Mail Barcode) can activate blast e-mails upon delivery of the mail piece to DDU • Tracks responses even if there is no call to action. ALL activity is tracked and all visitors are tacked…even non-responders • PURLs can continue theme of mail piece for a consistent and familiar message • Helps automate and customize future mailings based on customer response • A PURL landing page can connect directly to customers’ website or to any weblink
Hazard Test • Using ACT and high schools list. • Landing Page will include: – – Personal Information Program selection 6 Easy Steps Financial Aid Steps • Personalized poster and viewbook will be sent to all individuals who go to landing page and submit information.