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Multi-media marketing programs produce
better results than single-media campaigns –
and often significantly so. Econsultancy research
shows that consumers reached through multiple
channels spend three to four times more compared
to their single-channel counterparts.
As appealing as that sounds, there is no magic to the
recipe. Improved response rates occur when the offer
is something that’s wanted and arrives at the right time.
Adding personalization in print or with a Web-based
component enhances the likelihood and perception
that it is speaking to the needs of the individual recipient.
This is the basis of relevant marketing.
There are other benefits to making your print more
interactive and personal. Web integration can enhance
your lead-capture efforts. You also can gain greater
intelligence on what motivates your customers to
sharpen your approach in identifying those with similar
profiles who don’t yet know of your products or services.
You Go, GURL!
When making an offer in your print campaign via direct
mail, on a poster or in a magazine or newspaper
ad, suggest that readers respond to it on
your website. Better yet, create a campaign
landing page unique to the promotion.
General URLs (GURLs) are often
employed to announce a sweepstakes,
highlight a promotional offer or extend
an invitation to a special event.
By combining print plus a GURL,
readers gain a fast and easy way to
respond to your appeal. Consumers like
this! According to the Direct Marketing
Association, 42% of direct mail recipients
prefer to respond online. Of course you, too,
will realize some benefits.
One beauty of a GURL is that you’ll learn quickly
which prospects are responding … and which
ones aren’t.
GURL power also enables you to collect more data
more readily. The names, addresses, phone numbers
and other information that visitors enter on an online
response form can go straight to your database for
quick response and further nurturing.
Give PURLs a Whirl
A PURL stands for personalized URL or web page. So
instead of requesting that readers respond to a GURL
(e.g., HometownHardware.com), you might ask John
Smith to go to JohnSmith.HometownHardware.com.
A personalized landing page enables you to greet
John (and others) by name as well as individualize your
message and offer.
Obviously, a personalized appeal is not possible when
combining digital with mass media such as posters or
print advertising, but it’s readily achievable with direct
mail campaigns created with variable data printing.
Database driven, these efforts enable you to address
recipients by name and with messaging and images that
can reflect the target’s gender, interests, purchase history
and more.
Campaign tracking is also enhanced with PURLs. For
example, you’ll know instantly when John clicks on
JohnSmith.HometownHardware.com and responds
to your offer.
Response rates for a non-personalized
mail piece in a lead nurture campaign are
typically 2-3%, according to the Direct
Marketing Association. They leap to over
8% for lead generation and to 28% for
loyalty campaigns when personalization is
employed, reports Caslon & Company.
There’s evidence, too, that personalized
URLs are considerably more effective than
general URLs. Some Internet sources report
that PURLs drive 20-40% more Web visitors
than GURLs.
QR Codes Drive Interaction
Readily scanned by many smartphones and tablets,
QR, or quick response codes, are distinctive-looking
barcodes that are appearing on more and more printed
materials – from brochures to direct mail to point-of-
purchase displays.
Response rates
to relevant
marketing
campaigns are,
on average, over
4 times that of
responses to
static, same-to-all
messages.
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