The Tech’s In The MailDIRECT MAIL + Marketing automation = triggered

marketing workflows

Today’s SpeakerDennis Kelly@djkelly1

Boingnet CEOwww.boingnet.com@boingnetwww.boingnet.com/blog

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What are we doing today?• 2 Marketing Worlds – Direct & Digital• Learn How Direct Mail and Marketing Automation can

work together• Sample Case Studies• Best Practices

The Great Marketing Divide• Digital• Email• Inbound• Content Marketing• Blogging• Nurturing• Organic

• “Interrupt Marketing”• Print• Direct• Outbound• TV, Radio• Outdoor/Billboards

The Good i.e. “New” The Bad & Ugly “Old”

Digital Derision – the use of ridicule or scorn to show contempt for older forms of marketing

Digital Derision

http://www.wordstream.com/blog/ws/2013/05/29/what-is-inbound-marketing

Inbound: “Earning attention organically, without interrupting anyone’s path”

Interruption: “Interrupting someone’s flow of activity in order to get attention”

Digital Derisionhttp://blog.hubspot.com/marketing/horrific-direct-mail-practices-list

“Let’s rip the Band-Aid off right away: Direct mail's a pain in the butt. Outside of a brand sponsoring a blimp and driving it straight through your kitchen window, there are few forms of marketing more disruptive and less welcome in one’s day.”

“As someone in the marketing world, when I get a new direct mail offer, I just stare in awe. I’m consistently amazed at the fact that someone, somewhere authorized (and paid for!) this to be sent. Why does the copy seem to be written by a hacky salesman on 12 Red Bulls? Why was this printed on paper that looks slightly oily? And, worst of all, why did the envelope tell me to open it for "important information concerning your account" before selling me on a new credit card?

Honestly, don’t more people now hate the brand because they received this?”

Marketing Automation – Everyone’s Doing it

It’s Not All Roses

Need Leads?

The Great Marketing Divide• Landing Pages• Email Automation• Content Marketing• Blogging• Search• PPC• Social

• Direct Mail• List Purchasing• Email Blasts• TV, Radio• Outdoor/Billboards

Inbound Outbound

Come Together. Right Now.

How To Bridge The Great Divide

Pro’s Con’sEasily Measured No AwarenessIntegrated with

CRMNot Timely

Inexpensive per lead

Not Enough Leads

SEO & Nurture = Nice

SEO & Nurture = Slow

Inbound

Pro’s Con’sCreates Awareness Expensive

Timely Not Easily Measured

Proactively Gets Leads

Not Online

Direct = Fast Not Integrated

Direct Mail

How To Bridge The Great DivideData Driven PURLs

PURLs – You’ve come a long way

• No longer just a name on a URL

• Using Conversion Rate Optimization (CRO) techniques

• Data Driven, segmented• Headlines• Imagery• Forms• Calls To Action

• Integrated Into Marketing Automation and CRM

PURLs Bridge The Great Divide

Pro’s Con’sEasily Measured No AwarenessIntegrated with

CRMNot Timely

Inexpensive per lead

Not Enough Leads

SEO & Nurture = Nice

SEO & Nurture = Slow

InboundPro’s Con’s

Creates Awareness ExpensiveTimely Not Easily

MeasuredProactively Gets

LeadsNot Online

Direct = Fast Not Integrated

Direct Mail

Key TakeawaysMarketing Automation is exploding

Direct Mail is better at generating leads on a timely basis

PURLs can link Direct Mail & Marketing Automation, bringing the best of both worlds together on campaigns

Case Study – B2B EducationProvider of Online, Secure Medical Records Software for Private High SchoolsPrime Selling season runs May-June

Existing Salesforce.com CRM, HubSpot Marketing Automation- 30k list size – North America Target Market

Goal – Sign Up For Software Demo – Small Inside Sales Team

Test vs Previous Year Control – Non PURL DM/Cold Call Campaign

Goal – Learn - Of 6 Segments, which respond best to offer?Goal – Drop Segmented Respondents into New HubSpot Email Workflows

Case Study – B2B EducationStrategy• Append Existing SF.com/HubSpot Data for

mailing & segmentation• 2 DM Touches with PURLs – Segmented over 6

Personas• PURL Page with CTA Sign Up for Demo• Segmented – 6 Personas• Capture Missing Emails & Phone #’s• HubSpot Lead Scoring Tracking Code

• 5 Step HubSpot Email Workflow to Converters• Sync All Relevant Data to Salesforce.com for

Inside Sales

Case Study – B2B Education

Direct Mail – 2 Touches

PURLs with Messages for 6 Segments, Prefilled Forms

Lead Scoring, MQLs, SQLs, Workflows

CRM Layer

• One Data Set

• Everything Synchronized

• Everything Measured

• Everything Segmented

Case Study – B2B Education – DM

Case Study – B2B Education – DM

Case Study – B2B Education – PURL

Case Study – B2B Education – Goal #1

• Nearly 3x Increase in Scheduled Demos• Rep Phone time spent on interested

prospects

Case Study – B2B Education – Goal #2

• School Nurse Persona most productive – backed up intuition

• Trainer Persona #2 – had no idea

Case Study – B2B Education – Goal #3

OpportunitiesEmail Retargeting• Use Non-Opener data to drive additional leads to the PURL• Use Opener/Not Complete• A/B Test CTA

Email Retargeting can improve conversions by up to 50%Google Adwords Retargeting• Non Openers – upload email addresses

Working on Back to School Campaign Now

Case Study – Insurance AgencyFind qualified leads for Agents to sell Social Security Extended Health Care Benefit Solution – 5 Step Campaign spanning DM, Web, Email & SocialCost – Software - $299/month – all in <$5k – Reusable Campaign

Purchased List – 5800 Residents:• Zip Codes in TX• People Turning Age 66 Not Yet Retired• People Not receiving SS or Not Sure• Touch Cadence - Email, Postcard, Email Blast• Survey – Qualification• Drip Campaigns – different email streams based on Survey answers• Facebook retargeting

Case Study – Insurance Agency

Step 1 – Email Blast – Look for Post Card• Purchased List 5800 – Must Use List

Clean Eliminated 1300 Bounces – Kept off Spam lists

• Sent to 4500 – 880 Unique Opens (20%)• Over half opened more than once. Top

opener – 42 times!

Case Study – Insurance Agency

Step 2 Post Card To PURL• 2 Page Survey• Confirm Contact Info• Self Qualifying

Questionnaire

Answers drop targets into one of 3 automated workflows

Case Study – Insurance AgencyStep 3 Drip Campaign/Contact1. All Candidates – Autoresponder saying

team is evaluating responses2. 3 Workflows Begin 8 hours later• Qualified Candidates • Agents Alerted via email with

survey data• Email sent out congratulating &

tell to expect call. Drive to page with form for call info

• Non Qualified Candidates – sent email describing why – education nurture for future cross sell

• Maybe Qualified Candidates – sent email setting up call for deeper dive into finances

Case Study – Insurance Agency (upcoming)

Step 4 – PURL to FB Retargeting• Created Generic (non-PURL) version

of survey to link directly from Facebook

• Targeting Non Openers (with valid emails)

• Targeting Openers That Don’t Complete (Download from PURL Reporting)

Insurance Agency Results – So Far5800 Mail Targets4500 Initial Email Blast

880 Email Opens

390 Unique PURL Opens

196 Conversions66 Fully Qualified

13 Sales

Break-even ROI – 5 Sales

Case Study – Insurance Agency Opportunities

Email Retargeting PURL Non Openers• Testing Time of Day Send• Generate Segment at moment of

email send• Can further segment openers who

didn’t complete form(s)

Key Takeaways – Case StudiesThe Best Campaigns involve several steps – neither of these are simple blasts with basic PURLsSegmentation is really importantSegmentation can occur prior to send (B2B example) or you can let the PURL do your segmenation (SS Benefit)Retargeting via email, social & PPC is the next logical step.

1. Set up a PPC Campaign in Google AdWords to correspond with your DM/PURL/MA Campaign

2. Bid on keywords that are related to your offer (tip – make sure to buy the brand name!)

3. Drive PPC leads into forms that self qualify and segment (SS example)

Best Practices Tricks & Tips

• Prior to email send with new list - use a List Cleaning Service

• Eliminate spam trap addresses, old, invalid emails

• Will protect your sender reputation, save money and improve metrics

Best Practices Tricks & Tips

• Use the name in the PURL – not a random sequence of numbers

• Vanity URLs can be easier to deal with – No IT, easier to type/remember

• A/B Test PURL Landing Pages – swap out messaging, CTA’s etc. on the fly

Best Practices Tricks & Tips

Takeaways, Questions, Thoughts?

• Direct Marketers and Inbound marketers should be embracing each other – their efforts are highly complementary• Modern, evolved PURL marketing

can and should be the link that pulls direct mail and digital campaigns together

Quick Word on Boingnet• Rockland, MA SaaS provider of Lightweight

Marketing Automation• Affordable, easy to use, fast to implement• White Label Version for Agencies• Feature Set:• Landing Pages• Microsites• Email Marketing with Drips/Lead Nurturing• Direct Mail pURLs• SMS/Text Messaging

Thank You! Get in touch:

Dennis Kelly@djkelly1T: 781-421-6291dennis@boingnet.comBoingnet.com

Check Out Our Free Whitepaper and Data Sheet

http://pages.boingnet.com/nedmamaygiveaway