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Who says direct mail is dead? It’s just personal and we have the results to prove it!

Who says direct mail is dead? It’s just personal and we have the re...

PERSONALIZED DIRECT MAIL WITH PURLS DRAMATICALLY INCREASES CONVERSION RATES AND SAVES MONEY

A recent article highlighted a prominent Midwest university who successfully deployed direct mail with a PURL to appeal to honors students as part of an admissions campaign. An A/B split test was conducted to research the affect of utilizing variable data printing in a marketing campaign.

 

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Tags: direct mail, multchannel marketing, personalized urls

Comment by Mike Sevigny on March 30, 2011 at 6:50pm

Great info Kelly, your results match mine. With a call to action I got a 35% return on a 200,000 piece mailing for a fashion client of mine. When I tell people the return results they don't believe me, but you have the same info to back it up, so thank you!

Mike

 

Comment by Renee M. Berger on April 19, 2011 at 11:13am

Kelly, Thanks for sharing this great information.

Renee

Comment by Renee M. Berger on August 3, 2011 at 4:03pm

Kelly,

Have you ever seen a study that might link the value of Social Media with a relationship for direct mail?

Thanks,

Renee

Comment by Jacob R. Mandel on December 1, 2011 at 5:36pm

I have to admit these purl campaigns confuse the hell out of me. I understand the appeal of a personalized mail piece versus a non variable piece but how do you figure personalized mail pieces coming off a consumable devouring copy machine are cheaper then pieces coming off a press? In my opinion having the landing page more customized and just applying the qr code or link while addressing would be the most cost savvy thing to do. Instead of a mail piece with your name written in the clouds just have the website show the name and save money on printing.

Comment by Kelly Kirk on December 19, 2011 at 12:01pm

Jacob, you bring up a great point about one of the major misconceptions about variable data/imaging printing.  The way we are using VDP with our clients is in a strategic manner... Not writing someone's name in fancy cloud writing.

We work with our clients in segmenting their databases into similar audiences, create messaging/imaging that specifically appeals to each of these audiences, and then create the variable direct mail piece accordingly.  A great example of this would be in higher education...  If there's a college in New York City that is looking to increase enrollment, they have different selling points to potential students that live in New York City than with potential students that live in California.  This means it requires different messaging/imagery that appeals to those students in California rather than sending out a generic message to all students.  This type of variable marketing is statistically proven to create higher response rates.  We also integrate this same messaging into a variable landing page that is personalized in the same manner.  

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