Creative for the PURL:
A standard, white #10 envelope was used, without any teasers. Inside, a relatively tame letter greeted the customer, with engagement services listed on the side. What stood out, however, was the personalized URL, as well as variable images.
The email mirrored the letter creative, but subject lines varied. Often, they'd have the first name of the prospect in the subject line, such as "Joe, special offer on VOLP checking."
The personalized landing pages then bore a strong resemblance to the direct mail letter and email message. "It featured one new product for the customer alongside a host of engagement services that metrics revealed would be beneficial to the relationship," says Wilcox. Overall, there were nine core products, and each customer would receive one of the nine.
Campaign Strategy Deployment:
Direct mail, email, paid search and telesales where all involved with this personalized URL campaign that was piloted in late 2009 before getting the full roll out in March 2010. "Email was most cost-effective, and we also thought that it would be the engagement our customers would choose because they were part of our active e-newsletter list," reveals Wilcox.
Roughly half the file was sent an email first before a follow-up postcard; for those customers who hadn't provided an email address, they were sent a direct mail piece. If neither of those steps worked, then Zions Bank used the internal sales branch for some outbound calling.
Now the PURL changes on a monthly basis. "We've seen an increase in traffic to those URLs," testifies Wilcox. "We knew we'd get people to go to them, but we didn't envision that people would revisit them after they purchased the product. So people were bookmarking the page rather than the static website URL and engaging with us that way. It forced us to keep a more relevant eye.