Direct Mail Spotlight: Xerox
An offer-specific URL integrates Xerox's mail and online channels. Repeated throughout the brochure, the URL directs prospects online to learn more, enter the sweepstakes and, ultimately, complete an online lead generation form. A reply postcard repeats the offer, deadline and URL; gathers information about the prospects' needs; and offers several follow-up options, including mail and e-mail.
Even with the integrated online reply form, most response comes via direct mail. A response is followed up by whatever options the prospect selects. "If they ask for more literature or samples, we obviously send them that. If they do opt in, they can get newsletter e-mails-so we can further nurture the relationship that way. And if they do qualify as a lead, then we pass that name along to a Xerox reseller so they can be contacted," Danielson explains. This multichannel effort really puts the prospect in charge of the conversation.
In each rollout, Danielson tests at least one element. This time around she versioned the mailers so one segment has a "family panel" that describes related products. In the other segment, the same panel has color-correction information for the Phaser 7760. Danielson also says that in the past, letters have been tested against the brochure, and that for color products, the brochure is the winner and current control. In the future, she plans on testing a new sweeps prize, like a digital camera against the iPhone, and possibly personalization.
While it is too early to determine the results of this mailing, Danielson projects that the package, which is on its seventh mailing, will continue to pull about 25 percent in lead generation. "If I can keep it around 25 percent of the total response, then I'm happy, but we've definitely exceeded that," she concludes.