Personalized URLs Power the Conversation … and, Most Importantly, Pay Off
by Heather Fletcher, contributing writer, Inside Direct Mail

For companies that had their heads in the clouds when it came time to upgrade their computers, Hewlett-Packard, Intel and JDA Software Group thought it was time for some skywriting. The technology firms sent out personalized direct mail pieces that featured a man with his arms spread upward, experiencing an epiphany due to these fluffy words forming above his head: “Joe Smith, The Moment Has Arrived.”

After determining customers’ upgrade schedules, personalized direct mail and e-mail, complete with Personalized URLs, led recipients to personalized landing pages. There, recipients learned all about how hardware from Palo Alto, California-based HP and Santa Clara, California-based Intel would support software from Scottsdale, Arizona-based JDA Software Group. The $50,000 campaign’s yield: a 9.2 percent response rate and $13 million in sales.

Results like these are causing many marketers to consider direct mail-to-landing page campaigns, and some to drill down further and provide Personalized URLs. Marketers say the direct mail captures prospects’ attention, and the landing page holds it by providing more details. Then the personalization, minimally, provides leads and, optimally, creates relationships.

Personalized URL’s were essential for the conversations that started in fall 2007 with prospects who were considering buying $500,000 to $1.5 million software suites. Customers revealed more information about themselves each time they visited their Personalized URL, which allowed HP, Intel and JDA to reciprocate and nurture them throughout the sales cycle so when customers were ready to buy, they bought the software suite the trio was offering.

“Being relevant and consistent is what separates this project from the many projects I have done in the past,” says Daniel Johnson, strategic relationship manager for Intel. “Sending specific [information] to specific people does make a huge difference. … This type of project takes good program management and it is a bit more time-intensive to set up, but the results are worth it.”

Johnson says the campaign took a month to get off the ground, then six to nine months to show results. It reached out to 2,200 people who could view case studies, videos and product information relevant to them based on their job functions — manager, director or finance officer.

With so many advertising channels out there, why not customize these campaigns to specific people? The more you know about your clientele base, the more solutions you can provide your customers. Wheeler’s uses software that allows you to design, manage, create, and organize everything marketing. Contact us today!

 

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