DIRECT MAIL, EMAIL, WEB INTEGRATION

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

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 (email)

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Solution #1

• Email touches instead of Mailtouches

• Challenge: You have a large mailing list withvery few emails attached to the file

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Solution #2: pURLs Use pURLs (personalized URLs) http://www.mytmrdirect.com/spencer.powell

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

pURL

• Descending levels of involvement• Example:– “Request a Quote”– “Free 60 minute Consultation”– “Sign up for our Newsletter”

• Goal of the Campaign: Capture Email• Each level of involvement requires an email

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

The Old Model

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Direct Mail

Website Home PageReply Card1-800

The New Model: pURL

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Direct Mail

WebsiteReply Card1-800

pURL

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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

pURL

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

Direct Mail

Website

Reply Card1-800

pURL

-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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

• 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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

• 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 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

• 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

Special Offer

Marketing Techniques to Increase Response & Revenue 719.636.1303 | www.TMRdirect.com

D e l i v e r i n g M e a s u r a b l e R e s u l t s

We hope you found this information useful!Just for downloading our presentation, we have a special offer for you!

Click Here