Multichannel: PURLs of Wisdom
“Being relevant and consistent is what separates this project from the many projects I have done in the past,” says Daniel Johnson, strategic relationship manager for Intel. “Sending specific [information] to specific people does make a huge difference. … This type of project takes good program management and it is a bit more time-intensive to set up, but the results are worth it.”
Johnson says the campaign took a month to get off the ground, then six to nine months to show results. Mahoney estimates that it reached out to 2,200 people who could view case studies, videos and product information relevant to them based on their job functions—manager, director or finance officer.
Direct Mail’s Role
For fellow Californian, eBay of San Jose, Lanya Zambrano, vice president of Haggin Marketing of Mill Valley, Calif., segmented the auction Web site’s housefile based on product affinities.
The value that this creative front-end segmentation provides to an overall marketing effort, Zambrano says, is that companies with multiple and diverse product lines and multiple and diverse customer groups can tailor their marketing messages.
“There were several versions for each mailing that we created through four-color treatment changes,” she says. “We customized the front end of the piece based on customers’ recent purchasing history. For example, if a customer purchased home furnishings or apparel items, the cover and opening spread of the piece would be set up to highlight and lift that product up.”
Millions of PURLs later, each eBay customer saw a landing page “reflecting the same product affinities and loaded with product suggestions, relevant live listings and offers,” Zambrano continues.
So, she adds, the result is that PURL-driven segmentation campaigns engage the best customers because the messaging and offers are much more relevant. “Creating more personalized, one-to-one communication delivers higher activity from your customer base,” Zambrano says.