pURLS: Small Businesses Net Big Results Combining Direct Mail and On Line Response
30 - 50% of your prospects prefer to respond to you offer online, so why aren't you giving them that channel?
Think about how our society has changed. We live and work on line. We email, find jobs, play games, search for facts (and fiction), and even significant (and not-so-significant) others on line. We socialize, politicize, and and any other "ize" you can think of on millions of web sites every day. Our society lives on line—especially those who consume professional services.
By living and working on line, we have further developed the "right now" syndrome. Have you recently found yourself purchasing something from a business because they can get it to you "right now"? Where in this system is there a place for a tear out card, a hand-written response, and SNAIL mail?
Well, plenty of folks are still responding to direct mail using... mail. But guess what? What about the 30 - 50% who want to respond on line. Who wants to tear out a card, write out their info, and put something in the mail—hoping it reaches someone sometime in the next week or so?
Give them an option to respond IMMEDIATELY. Send them to a web site you've developed just for them. Direct them to log in securely so they feel protected. Present your response mechanism in a manner that fits in with the "right now" syndrome—the whole process can take less than a minute. Confirm their contact information, follow up with an automated confirmation email, and redirect them to your corporate site. Then follow up with an immediate phone call from your or your reps (you've got a better chance of closing a sale within an hour of the response).
The benefit to the recipient is clear—they get the peace of mind that their response took a minute, and it has made it through. But what is the benefit to you? First, results show that response rates and conversion rates are higher. But that's just scratching the surface. By putting the response online, you can track the activity of the prospect. Did they complete the questionnaire? Did they go through the whole site? Or were they turned off by the landing page? These are all things you can now track through on line tools.
By uniting your marketing program under one umbrella, you achieve unprecedented power to manage your programs, track the results, and respond to areas that could made stronger—all within your budget as a small or medium-sized business.
Sound impossible? Larger companies like T.G.I. Friday's, Sonic Drive-In, Brookstone and others have been doing it for a couple of years now (no they are NOT clients of ours, but they have used the same technology), and it is just breaking into smaller and medium-sized markets. You no longer need a giant marketing budget to get giant returns.
If you need to track the response to your direct mail program, if you're not providing your prospects a means of responding to your direct mail program on line, and if you're not satisfied with 1.6% response rates, learn more about pURL programs, and what they can do to make you a marketing guru.
Bill Schick Design, LLC
Think about how our society has changed. We live and work on line. We email, find jobs, play games, search for facts (and fiction), and even significant (and not-so-significant) others on line. We socialize, politicize, and and any other "ize" you can think of on millions of web sites every day. Our society lives on line—especially those who consume professional services.
By living and working on line, we have further developed the "right now" syndrome. Have you recently found yourself purchasing something from a business because they can get it to you "right now"? Where in this system is there a place for a tear out card, a hand-written response, and SNAIL mail?
Well, plenty of folks are still responding to direct mail using... mail. But guess what? What about the 30 - 50% who want to respond on line. Who wants to tear out a card, write out their info, and put something in the mail—hoping it reaches someone sometime in the next week or so?
Give them an option to respond IMMEDIATELY. Send them to a web site you've developed just for them. Direct them to log in securely so they feel protected. Present your response mechanism in a manner that fits in with the "right now" syndrome—the whole process can take less than a minute. Confirm their contact information, follow up with an automated confirmation email, and redirect them to your corporate site. Then follow up with an immediate phone call from your or your reps (you've got a better chance of closing a sale within an hour of the response).
The benefit to the recipient is clear—they get the peace of mind that their response took a minute, and it has made it through. But what is the benefit to you? First, results show that response rates and conversion rates are higher. But that's just scratching the surface. By putting the response online, you can track the activity of the prospect. Did they complete the questionnaire? Did they go through the whole site? Or were they turned off by the landing page? These are all things you can now track through on line tools.
By uniting your marketing program under one umbrella, you achieve unprecedented power to manage your programs, track the results, and respond to areas that could made stronger—all within your budget as a small or medium-sized business.
Sound impossible? Larger companies like T.G.I. Friday's, Sonic Drive-In, Brookstone and others have been doing it for a couple of years now (no they are NOT clients of ours, but they have used the same technology), and it is just breaking into smaller and medium-sized markets. You no longer need a giant marketing budget to get giant returns.
If you need to track the response to your direct mail program, if you're not providing your prospects a means of responding to your direct mail program on line, and if you're not satisfied with 1.6% response rates, learn more about pURL programs, and what they can do to make you a marketing guru.
Bill Schick Design, LLC
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posted by bill schick design at 11:43 AM
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