
A Paper and Purl mashup campaign coupling personalized URLs (Purls such as www.JaneDoe.Enter2Win.com) and companion micro-sites with user-centric variable data printing (VDP) provides measurable marketing results.
Integrated Paper and Purl cross-media efforts often report response rates of 20-30%. These campaigns offer the ability to segment mailings, generate qualified leads, capture information, and start or follow up a dialog with potential clients.
According to a recent DMA study, 33% of direct mail recipients prefer to respond online. And the 2007 Vertis Consumer Focus Direct Mail study reported:
- 85% of women ages 25-44 read printed direct mail marketing pieces
- 63% of all adults have responded to direct mail collateral offering a percentage discount on merchandise, up from 54% in 2005
8 Cross-Media Paper and Purl Elements to Consider:
1. Database, 2. Database, 3. Database
A well-defined, up-to-date list is imperative to success.
4. Create a Reusable Template Design
To re-purpose in a variety of communications.
5. Offer an Incentive
Make it worth their while.
6. Track Campaigns
Learn what’s effective and what’s not.
7. Use A/B Testing
Identify the best performing creative.
8. Segment for Success
Use the power of VDP to create target-specific messaging.
A well-planned cross-media campaign generates measurable, documented results that allow you to hone your marketing efforts for the best return on your investment. Handy information come budget time.