how to use one-to-one digital technologies to execute relevant marketing campaigns

HowHow toto UseUse Today’sToday’s DigitalDigital

TechnologiesTechnologies toto ReachReach YourYour

TargetsTargets andand MeasureMeasure ROIROI

Presented by Lisa Landry

11--toto--1 Marketing1 Marketing

Sometimes called 1-to-1 Marketing, Relevant Marketing can increase your response rate by providing personalized, relevant information when the recipient is ready to receive it.

11--toto--1 Marketing1 Marketing

It’s Big!It’s Big!

Response rates to relevant marketing

campaigns are, on average

4 times that of response rates for

static, same-to-all messages

What is Relevant Marketing ? What is Relevant Marketing ?

A relevant marketing piece consists of

a message about a product that the

recipient needs, delivered when the

recipient is ready to receive it

Relevant Marketing Relevant Marketing

Factors that Influence Campaign Success

• Strength of Campaign List

• Message

• Offer

• Timing

• Creative

• Response Mechanism

• Vertical

Relevant to You Relevant to You

The Results?The Results?

16.8% of recipients visited their Personalized URL

8.4% response rate – alumni who provided

information via an online survey and/or made a donation

MultiMulti--Channel Channel

Response rates provided are cumulative, based on the

results driven by a multi-channel marketing campaign

Personalized direct mail piece directs to PURL

Email invite and reminders to visit URL

Each touch will increase the response rate

Defining your Objective Defining your Objective

• Lead Generation

• Direct Order

• Traffic Generation

• Loyalty

• Data Gathering

Personalized Campaigns, Personalized Campaigns,

By Objective By Objective

Personalized URLsPersonalized URLs

A personalized URL (pURL) is a unique and

personalized Web address created especially for a

specific recipient

Personalized URLs create a personal and engaging

experience that inspires people to visit their personalized

URL

Reserved for each recipient, the personalized URL

serves as an excellent way to interact with your cross-

media marketing campaign

Personalized URLsPersonalized URLs

QR CodesQR Codes

Are QR Codes Dead?Are QR Codes Dead?

Technology to link to mobile devices has shifted

dramatically

• QR codes are no longer the primary activation tool

• The primary activation type was image recognition (60%),

followed by QR codes (24%) and watermarks (12%)

• However QR codes remain the technology of choice,

representing 60% of mobile triggers, because a high

percentage of mobile users already have QR scanning

apps

• QR codes won’t disappear any time soon, but eventually,

they will be replaced

Are QR Codes Dead?Are QR Codes Dead?

Why Why QR Codes QR Codes are still are still

EffectiveEffective

Easy access

Deeper relationship with customers

Bridge online and offline media

Real-time information

Invoke user’s curiosity

Lead GenerationLead Generation

Lead generation communications create interest in a

product or service and provide the prospective buyer

with a means to request additional information

The goal of most lead generation campaigns is to have

the buyer agree to meet with a salesperson or to lead

them to a purchasing decision through additional

information and offers


Personalized

URL Visit Rate

# of PODI

Cases

Personalized

Response Rate

# of PODi

Cases

Static Response

Rate (DMA data)

Overall 12.1% 44 8.0% 61 2.4%

House List 15.7% 14 10.2% 24 3.3%

Outside List 10.1% 18 6.4% 25 1.4%

Combination 11.7% 10 6.6% 12 NA

*List was a combination of a house and purchased list

Source: Caslon analysis of PODi and DMA data

TABLE 3: THE EFFECT OF PERSONALIZATION IN LEAD GENERATION CAMPAIGNS

Results?Results?

11.3% visit rate – recipients went to their Personalized

URL

9.9% of visitors completed golf self-assessment survey

Campaign helped attract at least 50 more attendees for

Pinehurst’s spring golf school than the previous year

Results?Results?

Over 9% of the recipients visited their Personalized

URL, completed a survey and requested their free exam

copy of the book

Three of the six promoted textbooks had a

7% to 10% adoption rate – the professor

used the book in their course

Results?Results?

11% email response rate – visited site and requested

more information

2% direct mail response rate – visited site and requested more information

Over 1,200 mobile site visits

Increased enrollment in summer classes 4%

compared to prior year

Direct OrderDirect Order

Direct order campaigns solicit and close a sale or

transaction

This category includes communications designed to sell

a product or service, and fundraising appeals where the

organization is asking for an immediate contribution

Direct Order

The Results?

60% renewal rate

22% of subscribers increased their gift donation

compared to the previous year

Over 2,468% ROI

Direct Order


The campaign ran for three months and saw renewal

rates ranging from 1.5% to 2%

Traffic GenerationTraffic Generation

The objective of traffic generation campaigns is to

motivate the recipient to visit a store or business

establishment, or to attend an event such as a

tradeshow, conference, or seminar

Key elements of the message may include pricing and

product information, information about a particular sale

or event, location, hours of operation, coupon or discount

offers, and gift incentives


279.8% visit rate – Over 5,000 plastic postcards were sent

out, and due to the integration of social sharing, 14,124 visited

the campaign microsite

• 7.9% of visits were responses to personalized mail

• 65.3% of visits were responses to social sharing (text, email,

social networks)

120.6% response rate – Over 6,000 individuals provided their

contact information

• The direct mail piece alone drove a 22% response rate, with

1,111 users logging on to their Personalized URL to activate their

offers

24.8% coupon redemption rate


35% response rate – conference attendees who visited

their Personalized URL, completed the survey, and

requested their t-shirt

There was a near 100% pick-up of t-shirts from people

who completed the survey prior to the start of the show

Data GatheringData Gathering

Data gathering campaigns are often precursors to direct

order or lead generation campaigns, where the

organization is looking for information on the customers

to help make future communications more relevant

Response rates for these campaigns can be high

because there is no immediate push for a sale


17% response rate to initial campaign

This campaign has been repeated three times and each

time has yielded a 14% to 20% response rate

The response mechanism used has been close to evenly

split between the online survey at the Personalized URL

and the paper-based survey


The program achieved a 12% response rate with older

Girl Scouts visiting their Personalized URL and

completing the survey

Loyalty CampaignsLoyalty Campaigns

Loyalty communications continue and/or expand

relationships with existing customers

The goal of these communications is to increase

customer satisfaction with the product or service and

encourage retention and repeat purchases

Loyalty Campaigns


40% of Recipients visited their PURL

Sales cancellations during the initial two-week “cooling-

off” period were 81% lower for the personalized welcome

pack

Attrition was 39% lower when customers accessed their

Personalized URL

Loyalty CampaignsLoyalty Campaigns


The response rate for the personalized postcards has

been between 14% and 20% depending on the targeted

customer segment

It has also been noted that members now spend almost

33% more than the average transaction

Coffee Anyone?Coffee Anyone? Coffee Anyone?Coffee Anyone?

Vertical MarketsVertical Markets

Action Mailing Discovers Treasure Action Mailing Discovers Treasure

in Marketing Services*in Marketing Services*

Action Mailing Discovers Treasure Action Mailing Discovers Treasure

in Marketing Services*in Marketing Services*

42% responded and 33% attended The response generated after the event was very

favorable and helped shift Action Mailing’s image from a vendor who did the finishing work on mailings to a marketing consultant who could help create, provide valuable insight and manage direct mail campaigns. Interest was generated for both digital printing and the intelligent document processing area

Within 30 days enough new business was generated to

pay for the Open House

Animal Rescue League Adopts Animal Rescue League Adopts

New Marketing Tools*New Marketing Tools*

Animal Rescue League Adopts Animal Rescue League Adopts

New Marketing Tools*New Marketing Tools*

The results were very pleasing to ARL. In terms of responses

341 (11.4%) of the 2,997 customers went to their personalized

URL (PURL) and 321 (10.7%) actually completed the survey

Only 2% of customers found out about ARL from radio and TV

ads, leading ARL to rethink their media mix

Customers felt ARL needed to speed up the adoption process,

but they thought the volunteer staff was great

They collected over 300 new email addresses for future

communication

Donations more than paid for the campaign

bonprixbonprix Personalized Personalized

Catalogue Catalogue

bonprixbonprix Personalized Personalized

Catalogue Catalogue

Increase in response rate: • Existing Customers 0.4%

• New Customer Acquisitions 6.2%

Increase in spend per customer: • Existing Customers 1.7%


Increase in direct response sales: • Existing Customers 4.0%


Increase in online sales: • Existing Customers 1.1%


Caterpillar Builds Business with Caterpillar Builds Business with

Personalized Direct Marketing*Personalized Direct Marketing*

Caterpillar Builds Business with Caterpillar Builds Business with

Personalized Direct Marketing*Personalized Direct Marketing*

Bottom line sales for Caterpillar far exceeded the costs

of this highly successful campaign

Three-fold increase in measured response compared to

previous direct marketing campaigns

Mailings consistently pulled response rates in excess of

4%

Generated a consistent flow of actionable leads with

many prospects indicating that they were looking to

purchase or lease new equipment in the near future

The Citadel Increases Foundation

Membership with Personalized Incentive

and Cross-Media Marketing*

The Citadel Increases Foundation

Membership with Personalized Incentive

and Cross-Media Marketing*

22.75% response rate

194 new members representing a 12%+ increase in

membership

97 membership renewals

Revenue generated to date is $208,000

Lead Generation Campaign Helps Lead Generation Campaign Helps

DIG’s Business Bloom DIG’s Business Bloom

Lead Generation Campaign Helps Lead Generation Campaign Helps

DIG’s Business Bloom DIG’s Business Bloom

Personalized URL visit rates:

• 11.9% of decision makers

• 10.4% of decision influences

Conversion rates (completed online survey):

• 52.7% of decision makers

• 31.8% of decision influencers

$28,400 closed within the first 60 days

$23,500 additional pipeline activity closed

ROI 2,266%

Girl Scouts Raises Funds with Girl Scouts Raises Funds with

Support the SashSupport the Sash Campaign*Campaign*

Girl Scouts Raises Funds with Girl Scouts Raises Funds with

Support the SashSupport the Sash Campaign*Campaign*

Total response of 8.2% with unique individual response of

4.9%. A visit to a Personalized URL (PURL) was considered a response – Percentage of people in each age segment who visited their PURL

• 20 – 39: 54% – 49: 21%

• 50 – 59: 14%

• 60+: 9%

31% of respondents (47 people) made a donation

Increased average donation from $50 to $250

Grew Facebook Cause page to 141 members; 68 of these new members were not in GSACPC’s database

Collected 87 referrals from “refer a friend” function

MSP and MSP and BlueSkyBlueSky ETO Impress and ETO Impress and

Educate Through MultiEducate Through Multi--Channel Channel

Campaign*Campaign*

MSP and MSP and BlueSkyBlueSky ETO Impress and ETO Impress and

Educate Through MultiEducate Through Multi--Channel Channel

Campaign*Campaign*

Over 100 event attendees

Over $500,000 in revenue from new business relationships

25:1 ROI

6 new customers within two weeks of attending Open House

Rosemont College Rosemont College Increases Giving by 25% Increases Giving by 25%

Rosemont College Rosemont College Increases Giving by 25% Increases Giving by 25%

Rosemont College increased their total giving to the Annual

Fund by 25% and saw an almost 1700% return on

investment

Almost 88% of Rosemont's donors either increased their

gift size from the previous year, or maintained their last gift

Rosemont also saw an increase in online giving of 165%

over 2011

Increasing online giving is particularly important as online

donations require significantly less staff time to process

XeikonXeikon Dimensional Mailer Showcases Dimensional Mailer Showcases

Capabilities and Generates Leads* Capabilities and Generates Leads*

XeikonXeikon Dimensional Mailer Showcases Dimensional Mailer Showcases

Capabilities and Generates Leads*Capabilities and Generates Leads*

105 qualified leads, exceeding goal by almost 300%

8% visit rate – recipient went to their Personalized URL

80% conversion rate – visitor to microsite took action by

either completing an online registration form, clicking a

link or downloading a brochure

Want More Results?Want More Results?

For a copy of this presentation as well as the case studies

cited, visit http://www.linkedin/company/savvy-workshop

http://www.linkedin/company/savvy-workshop







PODi

Interested in becoming a member?

– www.podi.org/Membership.html

It’s 5 O’Clock Somewhere! It’s 5 O’Clock Somewhere!

Connect with me!Connect with me!

Lisa Landry

@SavvyWorkshop

linkedin.com/in/llandry

linkedin.com/company/savvy-workshop

facebook.com/SavvyWorkshop

Thank you!