|
Why
Should I Bother With Personalized Direct Mail
Campaigns and Personalized Response Webpages?
Using
Personal URLs could potentially triple
your response rate while cutting the cost of re-mailing
by as much as 60%-70%.
Personalized
URL will also allow you to bootstrap your business
from a small direct
mail budget
to a large operation that reaches more prospects
and acquires more customers with speed.
In a moment we'll
explain how.
Direct
mail marketers, both large and small, are already
using Personal URL and personalized response pages
with their campaigns with great success.
Here's
an example of a direct mail piece from US Airways
promoting their Dividend Miles program. It uses
both personalization in the body of the message
on the postcard and a Personalized URL response
link:
Pay
attention to how they phrased this: "We
created a personal website for you where you can
learn more about the exciting features...."
As you
noticed, a personalized URL webpage used on the
mailpiece has an address coded with the mail recipient's
name. The response link (URL) can be personalized
in a few varieties of formats. For example, one
used on the mailpiece above or www.MyWebsite.com/Bill_Clinton.
Are
Personal URL (PURL) Campaigns Just For The Big
Boys
With Fat Marketing Budgets?
Don't
assume direct mail campaigns using personalized
URL response webpages are just for large, sophisticated
firms with huge budgets.
Crafty
small marketers often use this strategy to boost
their sales as well. Below
is an example of such direct mail piece:
On
the image above message personalization is shown
with blue arrows, while response page URL link
personalization is shown with green arrows.
Why
Would Personalized URLs Increase My Rate of Response?
For
starters, a mailpiece with a recipient's name
is perceived personal, rather than junk mail.
You know, "that's
for me" feeling vs. "Oh,
that's for the whole city, so it's definitely
NOT for me".
But
the seduction process doesn't stop there. You've
seen an example above of the US Airways mailer
using using personal URL with a special language:
"We
created a personal website for you where you can
learn more about the exciting features...."
EVEN
when a recipient realizes it's all computer generated
stuff - he still has a bit of doubt whether, indeed,
that webpage is somehow special "FOR HIM".
So
there's lot higher urge to actually go to the
PC and fire up the browser to check out "what's
there, on my PURL page". That's how you have
achieved your 1st objective: get the person to
take step #1 - visit your webpage.
More
Direct Mail Recipients
Take The First Step Towards "Buying"
As
a direct result of personalizing your message
in a mailpiece that goes out, MORE of the recipients
will now take that 1st step in your sales
process and go to your webpage.
- MORE
people come to your website
- You
have MORE people to sell your product or
service to ON your website
- Your
Personal URL webpage has a lot MORE space
than a mail piece. It allows you to create
a MORE compelling sales message and sales environment
- You
can impact multiple senses by loading
your page with testimonials and multimedia:
pictures, audio, video, etc.
Bottom
line, with personalized URL you're personalizing
your message in the mailpiece and increase the
response rate to your mail. But that's only
a start.
If
you were to mail to a list of prospects a mailpiece
without a personalized URL response mechanism,
you wouldn't have a clue about who actually responded.
Your
ONLY way to get more customers would then be to
mail to the ENTIRE list again soon...
A
pretty expensive proposition!
But
with personalized URL response links
you can shift your sales process into the high
gear.
Personal
URL Can Also Track Who Responded
When
a prospect receives your direct mail piece WITH
a PURL response link and types it into a browser,
our web-based Personalized URL Campaign software
will do the following:
- Decode
Visitor's Full Name And The Campaign He
Responded To
- Display
Your Custom Personalized Webpage To The
Visitor
- Email
You The Lead and Campaign
Information in Real Time (you can set it on/off)
- Record
Visitor's Information Into Campaign Results
Log That Can Be Accessed Later From Your Account
In
short - when
your mailpiece uses personalized URL response
pages, you get the names of people who responded.
Now
YOU KNOW which campaign (or a specific mail
piece within the campaign) they responded to,
whether or not
they TOOK THE NEXT STEP, i.e.,
bought anything from the site or called your office
for an appointment.
Suppose
they took the 1st step to in your sales process
- went to your website - but didn't buy. Now you
have to move them to the "next step".
Obviously,
that next step in your sales process shall be
well defined, whether it's a call to your office,
a purchase of a product, a questionnaire or an
application form they have to fill out on your
site, set up an appointment with you, etc.
So
if they failed to take the next step - how do
you get them to do it?
Knowing
who took the 1st step to respond to your
mail piece will give you the ammunition to push
MORE of your prospects to that next step.
The
BIG Bang From Highly Targeted Follow-up
Ok,
they got the email, then went to their Personal
URL, but... they didn't fill out a form on your
site and they didn't call.
Why
didn't they take the next step? Could be any number
of reasons:
- Bad
timing,
- Have
some unanswered questions,
- Waiting
for money to arrive,
- Didn't
have the time to call your office or fill out
an application form on that day,
- Your
pricing structure (perhaps they wanted it, but
needed a payment plan you didn't offer)
- Perhaps
they even were in the process of doing it, but
got interrupted by something else (it happened
to you in the past; it happens to your prospective
customers too).
Whatever
the reason, most of them weren't 100% sure they
wanted it, and were still "on the fence"
after their trip to your website.
But
our Personalized URL system tagged them
anyway! Look, they
were somewhat interested in your offer.
Compare them to 90% of those who trashed your
mail piece without even a second thought and you'll
agree they're the most valuable leads out of that
entire bunch.
Now
you can laser-focus your marketing dollars
and efforts ONLY on those who responded to
your mail piece, but didn't "take that
next step".
This
group embodies your BIGGEST
opportunity to increase your conversion percentage,
number of customers, sales and income.
Remember,
those who responded but didn't buy represent less
than 10% of the entire list you mailed
to. Now you can mail them 3-4 more times over
a short period of time at a small fraction
of the cost of re-mailing your campaign to
the entire list again.
You
can invite them to call you, offer free evaluations,
consultation, tips, bonuses and gifts, etc. to
get them to respond AND discover what stopped
them from becoming a customer in the first
place. Then proactively address their concerns.
Ultimately
with 3-4 follow-up mail pieces over a short period
of time to that small sub-list (mixed with phone
calls if you have their phone numbers) you'll
convert some of them into customers through
meaningful, personalized marketing.
More
Fine-tuning = More Sales
As
you focus your attention on mailing to the prospects
who responded to Purls but didn't buy, make a
point of trying to discover their objections.
If
they were close to buying but didn't buy, flushing
out the things that stopped them from buying will
help you in two ways:
- You'll
improve your initial mail piece that
goes out to start the campaign - so more people
will respond
- You'll
also improve the webpage where your mail
invites them
All
you need to do is
address their biggest concerns in advance,
in the mail and on the webpage.
By
working on discovering and countering your customers
objections in advance your overall rate of response
and conversion will grow.
The
Final Squeeze
Once
you implemented and fine-tuned this process you
should convert more prospects overall, make
more sales and bring more cash in the doors.
This
in turn will allow you to increase your direct
mail budget to:
- Spend
more on follow up mailings to squeeze more
sales out of your initial large list
- Start
mailing to new lists to acquire new customers
- Refine
this process of starting with a small direct
mail campaign, then bootstrapping your business
to sending more mail and acquiring more customers
with speed.
OK,
How Much?
You can
test-drive our Personal URL system for FREE (see
below).
Beyond
the FREE Trial we have 3 paid monthly plans to
fit your needs based on the number of visitors
you anticipate responding to your mail Campaigns
and a number of Campaigns you might be running
at the same
If you
have specific needs that don't fit into the above
plans, please get in touch with us using contact
information at the bottom of this page and we'll
find a way to accommodate you.
FREE
Trial To Make Sure You'll Love
The Personal URL System BEFORE You Pay For It
We want
to make sure you're happy with our PURL system
before you pay a red cent for it.
So go
ahead and set up a free account for a trial use
of the system.
time.
| Plan |
Set
Up Fee
|
Monthly
Fee
|
Number
Of Campaigns
|
Visitors
Per Campaign
|
|
| Basic |
$100 $0
|
$19
|
1
|
50
|
|
| Deluxe |
$100
$0
|
$29
|
5
|
250
|
|
| Professional |
$100
$0
|
$49
|
20
|
1000
|
|
*Enjoy
a waiver of the usual $100 set up fee during our
limited time promotion to make trying
our Personal URLs system absolutely RISK FREE.
Our FREE
Trial runs through the end of the month during
which you signed up for the Personalized Campaign
service.
You won't
have to risk even a dime to check out the
Personalized URLS system. Make sure it fits your
needs and does exactly what we said it did!
Why don't
you take Personalized URL Campaigns system for
a test-drive absolutely FREE, get a quick-start
with our Video Tutorials, even generate a real
personalized mailing to your customers.
See how
you can quickly benefit from increased response
rates to your personalized mailpieces and visitors
tracking data that will flush out your MOST RESPONSIVE
prospects....
We won't
be surprised if you even make some unexpected
sales while using the system during your free
trial.
Then
decide if your want to keep it.
Questions
/ Comments?
Have
questions about Personalized Campaigns software
we haven't answered? Check out our PURL
FAQ page.
Or simply
email to support [at
] PersonalizedCampaigns [dot] com with
the Subject "Personal URL" or call our
office at 512-346-3467 ext 1.
|
