Key Steps to Success
Ensuring the success of your Cross Media Marketing campaign is as simple as 1-2-3: Attract, Interact and React. Let’s look a little closer, using the example of a personalized URL (pURL) as the key device:
Step 1: Attract – Print pURLs on each direct mail piece.
Studies show that 42% of direct mail recipients prefer to respond online, so personalized URLs are a great way of boosting your potential response rates.
Using your campaign’s database, printxchange and MindFire generates and hosts the individual websites for each recipient. It automates the process of inserting the unique addresses into the mail file for inclusion in each direct mail piece.
Step 2: Interact – Capture visits to the VIP Landing Page.
Each pURL is a VIP Landing Page for the individual who arrives there. It’s built specifically to link with and support the direct mail piece he or she holds in their hand.
The creative content of the page matches that of the mail piece and personally greets the recipient by name, perhaps adding other personally-targetted information and visuals.
Step 3: React – Generate leads, print reports and follow up.
Printxchange and MindFire capture visitors’ activity at each pURL, identifying them for lead generation and follow-up – all in real time.
Comprehensive reports display individual, categorised and overall campaign responses, visitor patterns and detailed lead information that you can follow up as it comes in.
The advantages of personalised URLs (pURLs)
Printxchange and MindFire enable you to create, manage and analyse marketing campaigns using pURLs and VIP landing pages. By doing so, you can:
- Improve direct mail response rates
- Provide relevant content in response to preferences
- Engage responders in a more meaningful dialogue
- Convert responders’ preferences into revenue
Linking direct mail and Internet response channels
Used in conjunction with direct mail.
