Learn how to create high impact marketing campaigns involving highly personalized and highly relevant content across multiple channels. The key is creating a personalized marketing strategy that uses today's technology to speak to your audiences in the channels they are using. This seminar covers the ins and outs of PURLs, QR Codes, mobile-optimized emails and landing pages, campaign-specific microsites, social media integration, and how to track individual user behavior across each channel. Specific examples of actual campaigns are demonstrated along results and metrics.

1. PURLS, GURLS & MOBILE
MARKETING
Integrating Today’s Cross-Media Tools
Tony Fraga
Cross-Media Guru
tony@directdevelopment.co
m

2. Session Topics
PART 1: MULTI-CHANNEL BASICS
PART 2: VARIABLE-DATA USING PURLs &
GURLs
PART 3: MOBILE INTEGRATION TECHNIQUES
PART 4: MARKETING AUTOMATION &
RESULTS

3. PART 1
PART 1: MULTI-CHANNEL BASICS

4. The average person sees 3,000 media messages per
Day!

5. Integrated Cross-Media
Marketing
“The ability to communicate with an
audience across physical and digital
media channels in a consistent
manner that is relevant to the
individual recipient – in content,
presentation, timeliness and channel.”

6. Social Media Facts:
 Social Networks account for 22% of internet time
 60% of 18-34 year-olds access Social Networking sites
via their mobile phone
 Half of all social media users are between 25 – 44 years
old
 THE CHALLENGE: Getting in front of prospects who are
NOT connected to your social networks
(SOURCES: Nielsen, U.S. Digital Consumer Report, Q3-Q4 2011; eMarketer)

7. Email Facts:
 19% of all time spent online is spent reading and
responding to emails.
 More email will be opened on mobile devices than on
desktops by the end of 2013.
 iPhone & Android phones account for 90%+ of mobile phone
opens.
 Triggered messages yielded 75% higher open rates
and 115% higher click rates compared to “Business
As Usual” messages in Q3 2012.
 THE CHALLENGE: Making sure your emails are
mobile-optimized
(SOURCES: Hubspot; MindJumpers; Epsilon Q3 2012 North American Email Trend Results)

8. Direct Mail Facts:
 The average household receives 24.7 pieces of
mail/wk
 98% of consumers bring in their mail the same day
 85% of women ages 25-44 read direct mail
 22-24 year olds are most likely to respond to a mail
piece
Reply Cards Still Work! 10-20% still use BRC
to respond to event/program promos
 THE CHALLENGE: 78% of all people read their
Mail over a trash can

9. Mobile Device Facts:
 73% of smartphone users use their devices to search the
web
 65% expect websites to be as easy to use as on
computer
 73% read email DAILY on smartphone
 25-34 year-olds maintain highest smartphone penetration
 Mobile Responders = 30% of total responders (average)
 THE CHALLENGE: Making sure your response methods
make sense for mobile devices

10. Multi-Channel Marketing
Facts:
 Multi-channel marketing outperforms single-channel
 Multi-channel campaigns generate 2-3x higher response rates
vs. single-channel
 Multi-channel, multi-touch campaigns are necessary to
break through the “noise” of 3,000+ daily media
messages
 Most multi-channel strategies use variable-data
technology
 Many lists offer multi-channel (postal + email) records
 THE CHALLENGE: Making sure marketing

11. Personalization, Relevance &
Simplicity!
 Must be highly PERSONALIZED and RELEVANT to
each person and audience segment
 Increase use of Variable-Data Technology in Print
and Digital Media
 “dynamic” instead of “static” communications
 Call-To-Action must be clear and SIMPLE
 1-to-1 messaging vs. 1-to-all

12. PART 2
PART 2: VARIABLE-DATA USING PURLs &
GURLs

13. Multi-Channel Marketing with
Variable-Data Technology
Uses information from a database
On-demand, real-time processing
Variable Content can be copy and/or graphics
Used in Print and Digital media

14. Innovative Capabilities with
VDP
 Variable
Photos
 Personalized
QR Codes
 Variable Maps
John’s QR
Code
Sally’s QR
Code

15. COLUMN L (“PROGRAM”) – this field contains the program interests of
each prospective student. The program codes “trigger” unique content to
print for each prospect’s postcard. For instance, any person who has
“PSYF” (Forensic Psychology) as a program of interest receives the
postcard that contains variable LAYER #10.
How VDP Programming Works…

16. John’s
Mailer
(Nursing Version)

17. Sally’s
Mailer
(Education Version)

18. 18

19. Touch #1
Personalized Mailer
Promoting Printed
and Digital
Viewbooks

20. Touch #2: Email Follow Up to Direct Mail

21. Touch #3: “Last Chance” Email Reminder

22. Using PURLs as the Call-To-
Action
Campaign-specific Microsite
Landing Pages are simple and easy to
follow
Tied to a Database (Platform Driven)
Pulls unique data to the user
Primary CTA in Direct Mail, Email, SMS,
QR…
www.SallySample.MarymountOpenHous
e.com

23. PAGE 1: Welcome Page

24. PAGE 2: Survey Page

25. PAGE 3: Pre-Populated Form

26. VIRTUAL VIEWBOOK MICROSITE

27. VIRTUAL VIEWBOOK MICROSITE

28. VIRTUAL VIEWBOOK MICROSITE

29. Tracking John & Sally…
Sally proceeds through all pages of Microsite and RSVP’s
to event
John stops at Survey
Page

30. 30
Virtual Viewbooks
Demonstration:

31. PURLs Track INDIVIDUAL Activity &
Cross-Media Effectiveness
DATABASE

32. All Data Can Be Exported to CRM

33. Tips When Using Personalized
Microsites
 Make PURL link the PRIMARY Call-To-Action in
both Direct Mail & Email
 Do NOT use external links in Microsite (until the
end)
 Remember the “micro” in “Microsite”
 Use Multi-channel lists (Mail + Email)
 Time 1st Email within 6 days of when direct mail
arrives

34. Variable-Data Technology Drives Marketing Strategy
DatabaseTracking Each Individual
M ICROSITE
Direct Mail
Trifold
Email
Follow-Up
#1
Business
Reply Mail
RSVP
Email
Follow-Up
#2
Send to
Friends
Social Media
PromotionSMSText
Reminder
Linksto
Main Website
Con rmation
Email

35. Rich Data = Relevant Trigger
Responses
Triggered Email after Direct Mail is received
Triggered Email after responses to Microsite
Triggered SMS Text reminder before event
Triggered SMS Text to Sales Rep

36. Email Follow-up
#1 to Sally
(sent approx 5
days after Direct
Mail is received).

37. Confirmation Email
to John based on
his unique RSVP on
campaign Microsite

38. Triggered SMS Text
Messages

39. PART 3
PART 3: MOBILE INTEGRATION TECHNIQUES

40. QR Codes
40

41. Branded vs. Personalized QR
Codes

42. Do they work?
Mixed results have been reported – here are some common
findings:
1. QR Code usage is still growing
2. Approx 55% of those scanning QR Codes are 25-44
3. Nearly 60% of people prefer to scan at home
4. Still being used improperly (directed to non-mobile sites)
5. Most potential is to tie in with Personalized URLs
6. Typically 3-10% of campaign respondents use the QR Code

43. What will be the Mobile Experience
for…?
 iPhone Smartphone
 Uses same laptop from college
 Facebook, Twitter & Pinterest
user
 Uses phone to update social
media, check email, and
heavy web browsing
 Has scanned QR Codes to get
retail coupons
43
John Doe Sally Sample
 Android Smartphone
 Busy schedule
 Facebook and LinkedIn user
 Uses phone mostly to check
email, play games, and light
web browsing
 Has never scanned a QR
Code

44. Sally SampleJohn Doe
Scans QR Code
on Summer
Programs
Postcard
Clicks
PURL link
on
Membershi
p Renewal
Email

45. Page 1: Mobile-optimized and…

46. …Vertical Scrolling

47. Page 2: Short & Simple RSVP/Survey

48. Page 3: Pre-populated Profile Fields

49. Page 4: Relevant + Socially Integrated

50. NEW! - Mobile-Optimized Email
 “More email will be opened on mobile
devices than on desktops by the end of
2013.”
 “Responsive Design” is a current best practice
 already used in mobile web development
 Similar principles of optimizing content for different devices
 Does NOT work universally

51. Desktop vs. Mobile-Optimized Email

52. Mobile-Optimized vs. Mobile-Friendly vs. Desktop

53. PART 4
PART 4: MARKETING AUTOMATION &
RESULTS

54. Better Tracking = Better
Decisions
 “Multi-channel integration, analytics,
and data gathering capabilities
ultimately drive more targeted, cost-
efficient marketing programs.”
 ~Jupiter Research

55. Do You Know…
 The names and contact info of everyone who visited the
website?
 How many people responded after Email #2?
 How many people responded on a mobile device?
 Which in-house list achieved the highest response rate?
 Which outside list achieved the highest conversion rate?
 Which people can’t come to your event, but want more
information about a your product?
 (Do you know which product they are most interested in?)
 How many prospects went to your website vs. your social
media page after responding?

56. Comprehensive Statistic #1:
56
Personalized Microsites will capture 2x as
many names of prospects vs. generic or
single-channel marketing efforts.

57. Comprehensive Statistic #2:
57
Response Rates from OUTSIDE sources
are
3x better when renting multi-channel
records vs. single-channel (postal or email
by itself).

58. Comprehensive Statistic #3:
58
The amount of campaign respondents who
prefer to respond via a Mobile Device has
increased 72% since 2011.
 2011 = 18%
 2013 = 31%

59. Comprehensive Statistic #4:
59
Prospects who receive variable messaging
and relevant content that correspond with
their interests are much more likely to
respond vs. those who receive generic
content.

60. Multi-Channel vs. Single-
Channel
Average Response Rates when using
Personalized URLs as the primary call-to-
action
 Direct Mail only = 0.8%
 Email only = 0.9%
 Multi-channel (Direct Mail + Email) = 3.4%

61. Cross-Media Strategy for Open House Event
DatabaseTracking Each Individual
M ICROSITE
Direct Mail
Trifold
Email
Follow-Up
#1
Business
Reply Mail
RSVP
Email
Follow-Up
#2
Send to
Friends
Social Media
PromotionSMSText
Reminder
Linksto
Main Website
Con rmation
Email

62. 3 Benefits of Planning a Marketing
Automation Strategy
1. Follow-up marketing communications happen on
time
2. Easy to version messages to be more relevant to
prospect interests and/or behavior
3. Email, SMS Text, Direct Mail and Social Media
can be setup as automated communications

63. Capturing ALL Interest Levels
Possible Responses to Invitation to an Event
Yes,
I’ll be
there!
Maybe,
but I’d like
to talk
now.
Maybe,
please
send me
more info.
Can’t
make
it… but
I’m
intereste
d in your
program
s.
I’m not
answering
but I’m
checking
you out.

64. Possible Responses to Invitation to an Event
Yes,
I’ll be
there!
Maybe,
but I’d like
to talk
now.
Maybe,
please
send me
more info.
Can’t make
it… but I’m
interested in
your
programs.
I’m not
answering
but I’m
checking you
out.
More Interests = More Decisions
Auto Email
Confirmatio
n
Reminder
SMS Text in 2
Weeks
Invite to next
Event
Immediate
Phone Call
Immediate Follow-up
Package w/ Segment-Specific
Information
General
Promotio
n
1 Month

65. PURLS, GURLS & MOBILE
MARKETING
Integrating Today’s Cross-Media Tools
Tony Fraga
Cross-Media Guru
tony@directdevelopment.co
m
Q & A