Using variable data in personalized marketing campaigns
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Build your own Poster http://MadMarketing.L2soft.com. This presentation takes a humorous approach to marketing. L2 created a mad mad marketing quiz for marketers to build their own variable data PDF poster with great results. See how to implement a direct marketing campaign with this case study.
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Using variable data in personalized marketing campaigns
- 2. The campaign L2 launched the mad marketing application as a way to show its prospects more advanced applications of Fuse. The campaign was designed as a personalized email directing recipients to their own Personal URL. The idea involved a “which type of marketer are you?” quiz where each user would: Be asked three questions that determined their marketing archetype Be presented with a personalized PDF poster Be presented with an offer to take a demo of the product
- 3. The Mad Marketing Application Application included: 1. A personalized URL for existing contacts 2. Static landing page for visitors L2 used its personalized from L2’s corporate website landing page to market its Fuse product to existing prospects and new leads 3. Email invite to take the quiz from the corporate website. 4. A personalized poster Prospects were sent an Email generated on‐demand which led them to their own Personalized URL. 5. A refer a friend function
- 4. Handling variable data in Fuse New Leads + Existing Personalized URL Prospects Variable messaging based on response
- 5. Snapshots of the Application Qn 1: What best describes your marketing role? Variable follow‐up questions based on responses
- 6. Snapshots of the Application Qn 2: Which do you find most difficult? Tracking Responses Personalizing in real time Campaign Materials Fuse lets you track: Fuse lets you: Variable messaging based on response
- 7. Snapshots of the Application Generating a Personalized Poster Variable messaging by Title
- 8. Snapshots of the Application Contact Information • First Name • Last Name • Gender • Title Type • Quiz Answers + Personalized Posters Generating highly personalized posters on‐demand Generating a Personalized Poster
- 9. Test Results Percentage of people who responded Response rates Open email Test list: 155 contacts Click through Email Opens : 24.7% Completed quiz Email Click‐Through: 8.0% To send follow‐up Follow‐up list: 750 contacts Email Opens: 26% Email Click‐through: 7.5% Percentage of people who completed the quiz Total visited: 168 Completed the quiz: 76 (45%)
- 10. Campaign Summary Fuse allowed L2 to market to its prospects Keeping leads warm Identifying which prospects to hand to sales Getting referrals from existing prospects Fuse allowed L2 to generate new prospects From the corporate website Referrals from existing prospects For more Marketing Madness: Http://MadMarketing.L2soft.com
- 11. Fuse – Powered by L2 L2 is the provider of FuseTM , an on‐demand web‐based software that helps enterprises, agencies and printers produce highly effective marketing campaigns through direct mail, email and personalized landing pages. More about L2: Corporate Website: http://www.L2soft.com Better Response Blog: http://www.BetterResponseBlog.com Contact us Office: +1 408 457 9300 © L2, Inc | 2890 Zanker Road, Ste 209, San Jose, CA 95134