AlphaGraphics News
AlphaGraphics direct marketing response rates hit 15%!
By adopting a multi-channel approach to our own direct mail campaigns, we have increased our average response rates from under 1% to a hugely impressive 15%. Each marketing campaign now consists of a highly personalised printed direct mail piece and is followed up with an attractive, personalised HTML email. Both channels direct recipients to respond via a PURL (personalised URL) such as www.joebloggs.mycampaign.com.
PURL's, which are individual mirco-sites for each recipient further develop the one-to-one relationship and boost response rates by adding intrigue and relevance.
Example Campaign - 'Capture Your Audience'
Objectives:
- Attract interest using personalisation and relevance
- Increase awareness of AlphaGraphics full range of services
- Interact with customers and prospects prior to making a sales call to evaluate their areas of interest
- Demonstrate AlphaGraphics creative design and variable data printing capabilities
- Provide measurable campaign results
 Step 1: Attract
A highly personalised printed direct mail piece mailed to each recipient. Using the campaign mail file, AlphaGraphics software generates and hosts a Personalised Web Address for EACH recipient. The recipient's unique web address was inserted onto the mailer.
An email displaying the same creative was then distributed providing recipients with another method of navigating to their personalised web address, a simple 'click-through'. A variable, film-themed poster offer was used as an incentive to encourage response
 Step 2: Interact
Survey Page - A short survey page collected information about the recipient's product and service interests. This facilitated a more focused follow up sales call. The survey also collected information that was used to generate the variable film poster to be delivered to each recipient as the incentive.
Update Profile Page - On completion of the survey page, the recipient clicked through to a page which was pre-populated with all of the contact details held in the database. The recipient could add to or change their details as required. These changes were then pulled back into the database for future marketing use.
Thank You Page - The thank you page completed the online experience and included variable information again pulled from the database.
Step 3: React
Throughout the campaign automated sales lead emails were sent to the relevant sales person as soon as the survey page had been completed. This enabled the sales team to view all of the survey answers for each recipient and to schedule sales calls to follow up with relevant information.
An online 'dashboard' was also available to view all response statistics in real time throughout the campaign. This included click-through rates, landing page visits and survey results.
Once the campaign was complete, the mail file was extracted containing all of the survey results and updated profile information. This database was then used to drive the printing of the variable film-themed poster which was mailed to each recipient.
The result for this specific campaign was a 9.5% response rate.
To find out how AlphaGraphics can improve the effectiveness of your next marketing campaign, call us now!
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