This document discusses how traditional direct mail marketing can be improved through the use of multichannel marketing techniques. It recommends adding QR codes and personalized URLs (pURLs) to direct mail pieces to drive traffic to customized microsites. These microsites allow marketers to track response rates in real time, better target customers, and increase overall campaign performance. Case studies show how these techniques have boosted response rates and revenues for various organizations. The document argues that a multichannel approach combining direct mail with digital elements provides a more effective marketing strategy than traditional direct mail alone.

1. Smart Direct Marketing
Integram.com

2. Smart Marketing Uses Multichannel
Mail Traditional Direct Communications
QR A great tool makes it easy
pURL Names are just the tip of the iceberg
Micro-site Promoting with a purpose
Mobile Don’t be left behind
Analytics So much information, so little time

3. Traditional Communications
Your Mail - Now on Steroids
You’ve used direct mail because it works, but you also have to justify
the cost. And with all the competing options that technology has given
you, why mail at all?

4. Traditional Communications
Your Mail - Now on Steroids
You’ve used direct mail because it works, but you also have to justify
the cost. And with all the competing options that technology has given
you, why mail at all?
Why?

5. Traditional Communications
Your Mail - Now on Steroids
You’ve used direct mail because it works, but you also have to justify
the cost. And with all the competing options that technology has given
you, why mail at all?
Why?
Because it’s the most proven method to target a specific individual that
exists.

6. Traditional Communications
Your Mail - Now on Steroids
You’ve used direct mail because it works, but you also have to justify
the cost. And with all the competing options that technology has given
you, why mail at all?
Why?
Because it’s the most proven method to target a specific individual that
exists. But you can make it better, smarter and faster.

7. QR’s
Question: What are they?

8. QR’s
Question: What are they?
QR – or Quick Response – codes have been around
since 1994
• Originally used to track vehicle parts, now found just
about anywhere
• Proliferation in recent years has driven public awareness
• 14 Million QR codes scanned per month in the US, and
growing
• Households earning over $100,000 are primary scanners
• Age 18-34 are the top users

9. QR’s
Question: What are they?
QR – or Quick Response – codes have been around
since 1994
• Originally used to track vehicle parts, now found just
about anywhere
• Proliferation in recent years has driven public awareness
• 14 Million QR codes scanned per month in the US, and
growing
• Households earning over $100,000 are primary scanners
• Age 18-34 are the top users

10. QR’s
Question: What are they?
QR – or Quick Response – codes have been around QR awareness and the
since 1994 growth of Smart phone
use is driving increasing
• Originally used to track vehicle parts, now found just QR scan adoption
about anywhere
• Proliferation in recent years has driven public awareness
• 14 Million QR codes scanned per month in the US, and
growing
• Households earning over $100,000 are primary scanners
• Age 18-34 are the top users

11. What About pURL’s
Personalize Personalize Personalize
If you’ve been around Direct Mail
for more than five minutes, you
know the power of Personalization.
With available technologies, it’s
easier than ever to give users the
personal experience they deserve.
• Pre-populated forms
• Personalized offers
• Language specific
• Customized graphics
• Surveys

12. A few pURL statistics
• 42% of direct mail respondents
prefer to respond online
• 25% of direct mail recipients will
only respond online. These people
won’t call or visit in person
• Standard direct mail response rates
of 2-3% have been boosted ten fold
(up to 30%) when pURLs are used

13. Micro-sites
What they are, and why you need them
A micro-site (also called a minisite) is a campaign specific
site, usually 1-7 pages. Used to create an in-depth
information gateway, they are a perfect platform when using
pURL’s to promote a specific idea.
• Are usually temporary
• Use a separate URL from a client’s main site
• Can be loaded with campaign specific keywords
Micro-sites are your clients unique
portal to your organization, allowing
for that truly customized approach.
• They give you instant alerts to activity
• They can trigger automatic responses
based on activity
• They allow you to present coupons,
collect information, etc.

14. The Demand & Impact of Mobile
Question: If you find yourself dissatisfied with the performance of a mobile
website, which of the following would you do?

15. If your customers have to squint, pinch and pull to view
your website on a mobile phone, you risk compromising the
mission, message and brand
that you’ve worked hard to establish

16. If your customers have to squint, pinch and pull to view
your website on a mobile phone, you risk compromising the
mission, message and brand
that you’ve worked hard to establish
Which is better?

17. The Power of Mobile
This is a Crucial Part of your Future Marketing Strategy
Why?
• Mobile searches have quadrupled from 2010.
• By 2013, more people are projected to get online with a mobile device than with a traditional
computer.
• Currently there’s almost 6 billion mobile subscribers worldwide.
• By 2015 there will be one mobile device for every person on the planet.
The message is clear
Adopt a mobile strategy now
… or be left behind!

18. How does this all fit together?

19. Compare Traditional to Multichannel
Direct mail works - Make it work better
TRADITIONAL DIRECT MAIL
• Step 1 - Get Art and Text, add Data, and print. Fold, stamp
and insert until ready, take to the Post office.
• Step 2 - Wait.

20. Compare Traditional to Multichannel
Direct mail works - Make it work better
TRADITIONAL DIRECT MAIL
• Step 1 - Get Art and Text, add Data, and print. Fold, stamp
and insert until ready, take to the Post office.
• Step 2 - Wait.
SMART DIRECT MAIL
• Begin with Step 1
• Step 2 – Add a QR code and printed pURL. Set up a mobile
enabled micro-site for the campaign.
• Step 3 – Watch the response in real time, drive greater
response, provide better, faster results.

21. Details
What we do
• During mail setup, we
add a few necessary
items - the QR, a pURL,
an IMB.
• During this phase, we’ll
setup your personalized
micro-sites

22. Details
What we do
• During mail setup, we • As mail is processed
add a few necessary and delivered, you get
items - the QR, a pURL, delivery stats
an IMB.
• As mail recipient opens
• During this phase, we’ll mail and scans code,
setup your personalized you get real time alerts
micro-sites

23. Details
What we do
• During mail setup, we • As mail is processed • With the analytic tools,
add a few necessary and delivered, you get you can act immediately
items - the QR, a pURL, delivery stats and make adjustments
an IMB. if desired
• As mail recipient opens
• During this phase, we’ll mail and scans code,
setup your personalized you get real time alerts
micro-sites

24. A few real world examples
Case Study – Auto Dealer
• Promotion centred around existing customers,
aimed at generating increased sales during a
particular weekend, and to pre-schedule test
drives for that weekend
• A postcard was personalized with name and
pURL, then mailed
• 84 cars sold during the promoted weekend; at
least 7 of which tracked back to pURL responders
• Total unit sales doubled compared to the same
period in the previous year

25. Case Study – Information Gathering
• A world‐leading agribusiness creates products that increase crop
productivity, protect the environment and improve worldwide health and
quality of life.
• Recently they launched a new herbicide.
• To get the word out and conduct market research, a Direct Mail campaign
with pURLs was sent to select farmers across the Unites States.
• The campaign offered incentives such as gift cards and lighted tape measure,
and participants were requested to verify their contact information and
complete a short survey.
• The intent of the survey was to gain valuable contact data as well as
information regarding current growing procedures and future growing plans.

26. Case Study – Information Gathering
• Mail sent: 7,784 pieces
• pURL Visitors: 347
• pURL Responses: 323
• Site Conversion: 93.08%
• Average Conversion to List: 4.15%
• Visitor Percentage: 4.46%

27. Case Study – Advocacy
• This advocacy group consists of nearly 150,000 members.
• The group is a nongovernmental, nonpartisan, voluntary
organization committed to protecting farms and ensuring a
safe, fresh and locally grown food supply.
• As is the case with most non‐profit organizations, maintaining
and growing the membership base is key.
• The objective of this direct mail campaign with pURLs was to
recruit new members.
• Sent in multiple waves over successive months, the campaign
targeted prospective members across the state and encouraged
them to sign up for membership.

28. Case Study – Advocacy
• Total Mail sent: 12,818 pieces
• Total PURL Visitors: 1,266
• Total PURL Responses: 1,188
• Average Site Conversion: 93.57%
• Average Conversion To List: 9.23%
• Visitor Percentage: 9.88%

29. Case Study – Fundraising
• Prison Fellowship is a non‐profit that reaches out to prisoners,
ex‐prisoners, and their families and helps them prepare for release back
into the community.
• Prison Fellowship’s fundraising campaign utilized a personalized URL and a
security code to access the landing page. The landing pages were
customized with greetings, messages and images.
• When a recipient used the PURL, he was directed to a secure page where
he entered the security code to reach his personalized landing page.
• After the visitor filled out the form and made a donation, he was directed
to another landing page confirming his donation amount with a thank‐you
message.

30. Case Study – Fundraising
• Prison Fellowship wanted to launch a fundraising campaign that
would tell a story about the organization’s cause and make it
simple for donors to give online.
• pURLS, Landing Pages, Security Pages and Forms were used to
create a secure site with an engaging campaign.
• The campaign had a response rate of over 88%.
• The campaign resulted in over 300 donors donating more than
$36,000, averaging at an impressive $120 per donor.
Overall, the campaign was extremely successful, and Prison
Fellowship achieved its targeted fundraising amount.

31. Results Are Everything
Question: If you can’t see
what’s happening, how can
you make great decisions?
Dashboard Metrics Daily/Monthly/Yearly Reports
You can’t
Imagine if you could see these
results in real time. You could adjust
your campaign on the fly to get the
results you need.
Click Tracking Analysis Campaign Summary Metrics
Survey Data Analysis Period Comparison Metrics

32. Reporting at your fingertips
When you can put the puzzle pieces of your
campaign together in one place, suddenly your
future looks a lot brighter.
• High level summary reports
• Various detail campaign reports
• Period-wise metrics
• Complete visit history analysis
• Click tracking metrics on all links within micro-site
• Visual charts
• Form and Survey question analysis
• Export reports to spreadsheets
• Report on active campaigns as well as historical
data

33. Let’s Look at the Cost
Traditional Multichannel
Quantity 3% Response Cost at $0.70 Response $25 Total Quantity 4% Response Cost at $0.74 Response $25 Total
ea. Av. ea. Av.
10,000 300 $7,000 $7,500 $500 10,000 400 $7,400 $10,000 $2,600
8,000 240 $5,600 $6,000 $400 8,000 320 $5,920 $8,000 $2,080
6,000 180 $4,200 $4,500 $300 6,000 240 $4,440 $6,000 $1,560
8,000 240 $5,600 $6,000 $400 8,000 320 $5,920 $8,000 $2,080
10,000 300 $7,000 $7,500 $500 10,000 400 $7,400 $10,000 $2,600
12,000 360 $8,400 $9,000 $600 12,000 480 $8,880 $12,000 $3,120
Setup $500 -$500
Total $2,700 Total $13,540
These tables illustrate how just a small 1% increase
in donation response due to a multi-channel
offering can increase your overall appeal revenues
more than five fold.

34. What would happen if your response went to 15%?
Quantity 15% Response Cost at $0.74 Response $25 Total
ea. Av.
10,000 1,500 $7,400 $37,500 $30,100
Driving a true, multi-channel
8,000 1,200 $5,920 $30,000 $24,080 approach makes it easier for
900 $4,440 $22,500 $18,060
the responder to respond,
6,000
and this can do wonders for
8,000 1,200 $5,920 $30,000 $24,080 your campaign
10,000 1,500 $7,400 $37,500 $30,100
12,000 1,800 $8,880 $45,000 $36,120
Setup $500 -$500
Total $162,040

35. Quantity 15% Response Cost at $0.74 Response $25 Total
ea. Av.
10,000 1,500 $7,400 $37,500 $30,100
Driving a true, multi-channel
8,000 1,200 $5,920 $30,000 $24,080 approach makes it easier for
900 $4,440 $22,500 $18,060
the responder to respond,
6,000
and this can do wonders for
8,000 1,200 $5,920 $30,000 $24,080 your campaign
10,000 1,500 $7,400 $37,500 $30,100
12,000 1,800 $8,880 $45,000 $36,120
Setup $500 -$500
Total $162,040

36. Compare Your Investment
Traditional Micro-site Development requires:
• Hosting provider
• Web designer to implement and deploy user interface
• Web developer to build and maintain user level tracking, forms data collection, reporting, etc
• Micro-sites the old fashioned way can cost $3,000 - $5,000 PLUS ongoing hosting fees
INTEGRAM gives:
• No ongoing maintenance fees
• pURLs and QR’s printed on your mailing campaign
• Low per/pURL rates
• Low campaign URL rates
• Nothing to maintain

37. Conclusions
• Direct Mail works – use it wisely
• QR’s help users get where you want them to go easily
• pURL’s make the visit much better when they get there
• A mobile micro-site is a must, that’s how your visitor will show up
• The results must be real time to make better decisions now or next time
INTEGRAM can make this all seamless for you

38. Integram.com
Turn Your Direct Mail into
Smart Marketing
With INTEGRAM on your side, you
have the tools to solve the puzzle
of Multi-channel Direct Marketing
Thank you for your attention