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Enhance Your Email Marketing Seminar
26 April, 2012
www.charitycomms.org.uk
#CCEmailTips
Personalising the online journeyEnhancing your email marketing
Introduction
• Challenges of email marketing• The evolution of personalisation• Online personalisation using PURLs• Benefits and uses of PURLs• Live PURL demo• PURL case studies• PURL metrics• Personalised online video
Challenges of email marketing
• Too cheap• Poorly targeted• Massive increase in volume• Fatigue• You can track open and clicks but what
about the rest of the user journey?• What if your web pages are not mobile
optimised?
Personalisation is one of the most important factors in a recipient opening and reading
direct marketing (Source: DMA GAP Report)
Personalisation should be the crucial element in getting a recipient to engage
The evolution of Personalisation
Recent developments enabled the use of variable images
Personalisation evolved in the early 1990’s to include variable text
Marketer
Customer
Personalised Marketing started with address labelling in the early 1980’s
Close the Personalisation Loop with PURL technology
Out
boun
d Pe
rson
alis
ation
Online personalisation using PURLs
• A PURL (Personalised URL) is a unique personalised web address
• PURLs launch personalised websites and landing pages incorporating variable text, variable imaging, variable video and dynamic content
• They allow for the tracking of individual responses and facilitate campaign analysis & reporting
How PURLs can be deployed
• Customer Acquisition
• Customer Retention or Customer Upgrade
• Recommend a friend campaigns
• Ongoing CRM Tool
• Data Gathering
Benefits of PURLs
• Quickly deployable
• Click analysis enables segmented follow-up campaign
• Capture of information not yet held on both new and existing customers
• Email notifications of activity to generate leads for telemarketing
• Enables the full tracking and measurement of DM campaigns
Live PURL Demonstration
www.usepurls.com/add www.usepurls.com/report
www.travel.my-airpartner.com/BenSimpson
PURL Case Study
Improving email results
Email Opens 1,440
Clicks / PURL Activations 641
Click Through Rate 44.51%
Clicked on Subscribe 84
Response Rate 13.10%
PURL Case Study
Response Email Direct Mail
PURL Activations 641 409
Clicked on Subscribe 84 104
Response Rate 13.10% 25.43%
Benchmarking Email v Direct Mail
PURL Case Study Fully Integrated Campaign
Metric Description Results
PURLs generated Total personalised mailers and emails(containing PURL) sent 6,507
Activations Total PURLS activated 1,915
Activation Rate PURL activation rate 29.43%
Unique Activations Unique PURLs activated 1,008
Unique Activation Rate Unique PURL activation rate 15.49%
Clicks Total links clicked on landing page 2,669
Click Rates Engagement Rate 139.37%
Unique Clicks Unique clicks on landing page 962
Unique Click Rates Unique Engagement Rate 95.44%
Statistics
• Average activation rate from email marketing is 6.7%
• Average activation rate from direct mail is 2.4%
• Average engagement rate from email marketing is 40.6%
• Average engagement rate from direct mail is 62.4%
Personalised Video … ultimate personalisation
• Personalised video technology delivers personal messages to visitors
• It grabs attention, is more compelling to watch and is more memorable
• Can be delivered to registered users, be embedded into social media sites and can be delivered via PURLs
• Video Demonstration (www.your-welcome.com)
http://www.marathonnewstv.com/?f=Peter&l=Grant&ch=Royal%20London%20Society%20For%20The%20Blind&n=1