Marketing Services
Savvy marketers know that one communication channel is no longer enough. To compete in today’s market you need to mix it up—combine the strengths of email blasts, personalized direct mail, personalized microsites (pURLs), and automatically triggered responses—for a fully integrated marketing approach.
Print + Internet = Results
Integrated Marketing campaigns utilize personalized direct mail and email to ATTRACT prospects to personalized web pages and INTERACT with them by collecting information that is immediately emailed to you as a lead so your team can REACT while the interest is hot.
When you combine variable digital printing and internet communication you leverage two of the most powerful marketing response channels to:
- Improve direct mail response rates
- Develop more qualified prospects
- Convert high quality leads to revenue
- Measure results in real time
Easily Measure ROI
One of the best reasons to take an integrated approach is measurability; integrated campaigns give you the ability to easily and accurately measure your success.
How can you justify marketing dollars if you can’t prove results? How many times have you sent a direct mail piece out into the world only to wonder if anything really resulted? Maybe you saw an uptick in web traffic, but could you prove that your mailer was responsible? Perhaps some calls came into sales, but could you accurately trace their source?
With every integrated marketing campaign you launch, you’ll have constant access to a campaign dashboard that will allow you to track exactly who visited your online campaign and capture all of their responses. All information is downloadable in spreadsheet format at the push of a button. Armed with these powerful tools, you’ll finally be able to plan your next move (and justify your last) based on real information—not just a hunch.
A personalized URL (pURL) is a web address (domain) dedicated to a particular marketing campaign with the first and last names of each prospect inserted into the web address.
The Basics of How it Works
EBSCO Media’s pURL campaigns are built to suit but typically adhere to the following workflow:
Every campaign begins with a mailing list (a database). At its most basic, a list will consist of names and mailing addresses, which will be used to send direct mail to prospects, inviting them to go to their personalized website for more information about your offer. If you are lucky enough to have email addresses (and permission to use them), then you can send an email invitation as well. And any additional information you happen to know (gender, sales region, buying history, product preferences, etc.) can be used to tailor your offer on both the invitation and the web landing page.
Prospects who are interested in your offer log on to their personalized web page where they are greeted by name and encouraged to interact with their site, typically via a survey form and profile update. All information collected from site visitors is deposited into a new database that is immediately available to further customize the online experience and the follow-up. Once the online interaction is complete, the prospect is thanked for participating and an automatically-triggered follow-up email is sent to the prospect. Simultaneously, an automatically-triggered lead email containing all information collected online from the visitor (who they are, what they said, and how to contact them) is sent to your team for immediate reaction (such as a phone call from a live rep).
Processes that used to take weeks via business reply mail can now be achieved in seconds via the internet! And because all aspects of the campaign can be personalized, the online experience is much richer and more conversation-like, which yields you more and better information from your prospects.
See a Demo
Seeing is believing. To view a live Integrated Marketing Campaign, simply request a demo.