palmOne Extends a Personal Touch
The Web page not only provided a personalized customer experience, but also allowed palmOne to do individual-level tracking. To receive the 20 percent discount, customers either clicked on the URL in the e-mail or entered the URL from the postcard into a browser, thereby providing a built-in incentive for recipients to go to the Web and enter their personalized address. Conversion tracking reporting was done via Digital Impact's Revenue Tracker Plus tool.
Integration Pays Off
The conversion rate for direct mail-only recipients was 9.6 percent, while the combined efforts of e-mail followed by direct mail garnered the highest conversion rate of 32.5 percent. "In terms of revenue," says Dupin, "we had about $200,000, which is pretty amazing because we weren't selling a device for $200 or $300, we were actually selling accessories at $25, and giving away 20 percent. It was a real success." Dupin also believes the effort helped palmOne reach customers it would not have otherwise.