Direct Mail s Missing Link

Personalized URLs…

Direct Mail’s Missing Link

• Capture the 42% of direct mail respondents who prefer

to respond online

• Lift response rates 2-5X through relevant messaging &

“Marketing Executives are

looking for help in achieving

their key objectives!”

Sales & Marketing Management

Cutting Through the “Noise”

Daily we encounter 2904 media messages…

We may remember 52 of them…

But 4 of them we will positively remember!

The Internet Changed Everything

It changed the way

buyers buy,

and the way sellers

sell.

It changed the role of

direct mail.

The Driving Principle

“42% of direct mail

recipients prefer to

respond online”

– 2006 DMA Study

“But I Have A Web-Site”

Your corporate web site is not enough

It was never intended to be a marketing response channel nor is it

designed for that…

Response Channel That Provides Lift

More than just a PURL…

Our solution generates Personalized URLs and landing pages for each direct marketing recipient

• Bill Gates BillGates.MyLeadParadise.com

• Steve Jobs SteveJobs.MyLeadParadise.com

• Michael Jordan MichaelJordan.MyLeadParadise.com

Step I: Attract

Print Personalized Web Addresses on each Direct Mail Piece

• Using your campaign's Mail File, our

software generates and hosts a

Personalized Web Address for EACH recipient. The process of inserting these unique addresses into the mail file for inclusion in each direct mail piece is automated.

• Studies show that 42% of direct mail

recipients prefer to respond online. Personalized Web Addresses provide an attractive response option.

Step 2: Interact

•

When the recipient visits their Personalized Web

Address, they visit a

VIP LANDING PAGE

built

specifically to support the direct mail piece they

hold in their hand.

Personalized Interaction Captures Key

Information and Improves Results

Secure Survey & Welcome Page

• Continues the “personal” brand involvement • Generate highly qualified consumers via

survey questions

• Captures the online response. (Automatically records the respondent profile and generates qualified lead)

• All visits and online activity are tracked real

time and made available instantly through a web based dashboard.

• Reports are generated to help “fine tune” your

marketing campaign dynamics

• Instant Campaign results

Rules Based Interaction Drives Results!

• Thank you page

“completes” the online experience

• Automatic Email Thanks

respondent for visit, and provides useful follow up information.

• Generate Leads, Print

Reports & Follow-up.

• Automatically capture all

campaign activity for

additional follow-up and lead generation - all in real time.

• Comprehensive reports

display campaign

response rates, visitor

patterns, and detailed lead information.

• Follow-up leads in real

time and improve results!

12

Real Time Response

VIP Landing Page, Leads

are generated and are

routed to your designated location or sales rep for immediate follow-up.

• Leads can be sent via

• Capture the 42% of direct

mail respondents who prefer to respond online

• Lift response rates 2-5X

through relevant

messaging & Personalized URLs

• Obtain real-time campaign

performance measurement

14

Case Study: Northface University

• Business Need

− Increase enrollment in their Computer Science bachelors program

− Respond more quickly than

reply cards allow

• Strategy

− Communicate to each

prospect individually variable data direct mail

− Add a Personalized URL as a

response channel for this highly web-savvy audience

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The Welcome Page

• Design reinforces

that of the printed piece

• Continue the

personal

conversation with variable text and imagery

• Validate their

identity so they feel “safe”

The Survey Page

information about each respondent

• Use survey data to

drive relevant content in later pages

18

The Update Profile Page

contact information

• Keep your

The Thank You Page

20

Triggered Email to Respondent

each visitor

• Rule-based versioning

based on survey answers or other data fields

Leads Delivered to Enrollment Team

delivered to sales for immediate follow-up

• Sent to email, phone, PDA

John Sample just responded to your campaign

22

Real Time Reporting

• Activity tracked for

every visitor

• Survey results • Automated data

delivery by email or FTP

Northface University Results

• Over 450,000 pieces sent to top math and science students • Over 4200 visited their personalized landing pages • Over 2000 completed the survey

• 2X lift in response rate over traditional methods

• NFU Marketing VP very pleased with the ability to contact respondents within the hour – while their interest is still fresh

24

One Solution Does It All!

John Sample just responded to your campaign John,

Thank you for visiting your VIP landing page. I will be calling you with the information you requested. Thank you, Susan Salesperson

Attract Interact React

More Than Just PURL’s …

Direct Mail’s Missing Link

Campaigns that utilize relevant graphics and text commonly see a 2-5X lift in response rates

– PODi, The Digital Printing Initiative 42% of direct mail recipients prefer to respond online