the tech's in the mail - dennis kelly, ceo, boingnet
TRANSCRIPT
The Tech’s In The MailDIRECT MAIL + Marketing automation = triggered
marketing workflows
Today’s SpeakerDennis Kelly@djkelly1
Boingnet [email protected]/blog
Check Out Our Free Whitepaper and Data Sheet
http://pages.boingnet.com/nedmamaygiveaway
What are we doing today?• 2 Marketing Worlds – Direct & Digital• Learn How Direct Mail and Marketing Automation can
work together• Sample Case Studies• Best Practices
The Great Marketing Divide• Digital• Email• Inbound• Content Marketing• Blogging• Nurturing• Organic
• “Interrupt Marketing”• Print• Direct• Outbound• TV, Radio• Outdoor/Billboards
The Good i.e. “New” The Bad & Ugly “Old”
Digital Derision – the use of ridicule or scorn to show contempt for older forms of marketing
Digital Derision
http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing
Inbound: “Earning attention organically, without interrupting anyone’s path”
Interruption: “Interrupting someone’s flow of activity in order to get attention”
Digital Derisionhttp://blog.hubspot.com/marketing/horrific-direct-mail-practices-list
“Let’s rip the Band-Aid off right away: Direct mail's a pain in the butt. Outside of a brand sponsoring a blimp and driving it straight through your kitchen window, there are few forms of marketing more disruptive and less welcome in one’s day.”
“As someone in the marketing world, when I get a new direct mail offer, I just stare in awe. I’m consistently amazed at the fact that someone, somewhere authorized (and paid for!) this to be sent. Why does the copy seem to be written by a hacky salesman on 12 Red Bulls? Why was this printed on paper that looks slightly oily? And, worst of all, why did the envelope tell me to open it for "important information concerning your account" before selling me on a new credit card?
Honestly, don’t more people now hate the brand because they received this?”
Marketing Automation – Everyone’s Doing it
It’s Not All Roses
Need Leads?
The Great Marketing Divide• Landing Pages• Email Automation• Content Marketing• Blogging• Search• PPC• Social
• Direct Mail• List Purchasing• Email Blasts• TV, Radio• Outdoor/Billboards
Inbound Outbound
Come Together. Right Now.
How To Bridge The Great Divide
Pro’s Con’sEasily Measured No AwarenessIntegrated with
CRMNot Timely
Inexpensive per lead
Not Enough Leads
SEO & Nurture = Nice
SEO & Nurture = Slow
Inbound
Pro’s Con’sCreates Awareness Expensive
Timely Not Easily Measured
Proactively Gets Leads
Not Online
Direct = Fast Not Integrated
Direct Mail
How To Bridge The Great DivideData Driven PURLs
PURLs – You’ve come a long way
• No longer just a name on a URL
• Using Conversion Rate Optimization (CRO) techniques
• Data Driven, segmented• Headlines• Imagery• Forms• Calls To Action
• Integrated Into Marketing Automation and CRM
PURLs Bridge The Great Divide
Pro’s Con’sEasily Measured No AwarenessIntegrated with
CRMNot Timely
Inexpensive per lead
Not Enough Leads
SEO & Nurture = Nice
SEO & Nurture = Slow
InboundPro’s Con’s
Creates Awareness ExpensiveTimely Not Easily
MeasuredProactively Gets
LeadsNot Online
Direct = Fast Not Integrated
Direct Mail
Key TakeawaysMarketing Automation is exploding
Direct Mail is better at generating leads on a timely basis
PURLs can link Direct Mail & Marketing Automation, bringing the best of both worlds together on campaigns
Case Study – B2B EducationProvider of Online, Secure Medical Records Software for Private High SchoolsPrime Selling season runs May-June
Existing Salesforce.com CRM, HubSpot Marketing Automation- 30k list size – North America Target Market
Goal – Sign Up For Software Demo – Small Inside Sales Team
Test vs Previous Year Control – Non PURL DM/Cold Call Campaign
Goal – Learn - Of 6 Segments, which respond best to offer?Goal – Drop Segmented Respondents into New HubSpot Email Workflows
Case Study – B2B EducationStrategy• Append Existing SF.com/HubSpot Data for
mailing & segmentation• 2 DM Touches with PURLs – Segmented over 6
Personas• PURL Page with CTA Sign Up for Demo• Segmented – 6 Personas• Capture Missing Emails & Phone #’s• HubSpot Lead Scoring Tracking Code
• 5 Step HubSpot Email Workflow to Converters• Sync All Relevant Data to Salesforce.com for
Inside Sales
Case Study – B2B Education
Direct Mail – 2 Touches
PURLs with Messages for 6 Segments, Prefilled Forms
Lead Scoring, MQLs, SQLs, Workflows
CRM Layer
• One Data Set
• Everything Synchronized
• Everything Measured
• Everything Segmented
Case Study – B2B Education – DM
Case Study – B2B Education – DM
Case Study – B2B Education – PURL
Case Study – B2B Education – Goal #1
• Nearly 3x Increase in Scheduled Demos• Rep Phone time spent on interested
prospects
Case Study – B2B Education – Goal #2
• School Nurse Persona most productive – backed up intuition
• Trainer Persona #2 – had no idea
Case Study – B2B Education – Goal #3
OpportunitiesEmail Retargeting• Use Non-Opener data to drive additional leads to the PURL• Use Opener/Not Complete• A/B Test CTA
Email Retargeting can improve conversions by up to 50%Google Adwords Retargeting• Non Openers – upload email addresses
Working on Back to School Campaign Now
Case Study – Insurance AgencyFind qualified leads for Agents to sell Social Security Extended Health Care Benefit Solution – 5 Step Campaign spanning DM, Web, Email & SocialCost – Software - $299/month – all in <$5k – Reusable Campaign
Purchased List – 5800 Residents:• Zip Codes in TX• People Turning Age 66 Not Yet Retired• People Not receiving SS or Not Sure• Touch Cadence - Email, Postcard, Email Blast• Survey – Qualification• Drip Campaigns – different email streams based on Survey answers• Facebook retargeting
Case Study – Insurance Agency
Step 1 – Email Blast – Look for Post Card• Purchased List 5800 – Must Use List
Clean Eliminated 1300 Bounces – Kept off Spam lists
• Sent to 4500 – 880 Unique Opens (20%)• Over half opened more than once. Top
opener – 42 times!
Case Study – Insurance Agency
Step 2 Post Card To PURL• 2 Page Survey• Confirm Contact Info• Self Qualifying
Questionnaire
Answers drop targets into one of 3 automated workflows
Case Study – Insurance AgencyStep 3 Drip Campaign/Contact1. All Candidates – Autoresponder saying
team is evaluating responses2. 3 Workflows Begin 8 hours later• Qualified Candidates • Agents Alerted via email with
survey data• Email sent out congratulating &
tell to expect call. Drive to page with form for call info
• Non Qualified Candidates – sent email describing why – education nurture for future cross sell
• Maybe Qualified Candidates – sent email setting up call for deeper dive into finances
Case Study – Insurance Agency (upcoming)
Step 4 – PURL to FB Retargeting• Created Generic (non-PURL) version
of survey to link directly from Facebook
• Targeting Non Openers (with valid emails)
• Targeting Openers That Don’t Complete (Download from PURL Reporting)
Insurance Agency Results – So Far5800 Mail Targets4500 Initial Email Blast
880 Email Opens
390 Unique PURL Opens
196 Conversions66 Fully Qualified
13 Sales
Break-even ROI – 5 Sales
Case Study – Insurance Agency Opportunities
Email Retargeting PURL Non Openers• Testing Time of Day Send• Generate Segment at moment of
email send• Can further segment openers who
didn’t complete form(s)
Key Takeaways – Case StudiesThe Best Campaigns involve several steps – neither of these are simple blasts with basic PURLsSegmentation is really importantSegmentation can occur prior to send (B2B example) or you can let the PURL do your segmenation (SS Benefit)Retargeting via email, social & PPC is the next logical step.
1. Set up a PPC Campaign in Google AdWords to correspond with your DM/PURL/MA Campaign
2. Bid on keywords that are related to your offer (tip – make sure to buy the brand name!)
3. Drive PPC leads into forms that self qualify and segment (SS example)
Best Practices Tricks & Tips
• Prior to email send with new list - use a List Cleaning Service
• Eliminate spam trap addresses, old, invalid emails
• Will protect your sender reputation, save money and improve metrics
Best Practices Tricks & Tips
• Use the name in the PURL – not a random sequence of numbers
• Vanity URLs can be easier to deal with – No IT, easier to type/remember
• A/B Test PURL Landing Pages – swap out messaging, CTA’s etc. on the fly
Best Practices Tricks & Tips
Takeaways, Questions, Thoughts?
• Direct Marketers and Inbound marketers should be embracing each other – their efforts are highly complementary• Modern, evolved PURL marketing
can and should be the link that pulls direct mail and digital campaigns together
Quick Word on Boingnet• Rockland, MA SaaS provider of Lightweight
Marketing Automation• Affordable, easy to use, fast to implement• White Label Version for Agencies• Feature Set:• Landing Pages• Microsites• Email Marketing with Drips/Lead Nurturing• Direct Mail pURLs• SMS/Text Messaging
Thank You! Get in touch:
Dennis Kelly@djkelly1T: [email protected]
Check Out Our Free Whitepaper and Data Sheet
http://pages.boingnet.com/nedmamaygiveaway