5 Tips to Improve Direct Marketing ROI
Another option is through personalized Web sites (URLs) or PURLs. This medium offers a powerful method for capturing more responses and further qualifying the respondents automatically. Each mailer contains a URL that typically ends in “/yourname,” so when the respondent goes to the site they can receive a personalized experience. They can respond to questions about their interests and you capture this information in a database. Response and conversion rates both increase as a result, which can lead to increased ROI if these improvements exceed the extra costs involved in setting up the PURLs, the whitepaper says.
5. Use testimonials. Consumers trust other consumers when it comes to product references because of their objectivity and independence from the company, the whitepaper says. Testimonials are most effective when they come from people similar to the recipient in some way. For example, a B-to-B mail campaign using a testimonial from someone within the same industry is more likely to lead the recipient to identify with the mail piece than using a testimonial from a company in a different field.
To view the entire whitepaper, click here.