Cross Media from Delta enables organizations to learn about the specific needs and interests of each customer and then respond with targeted, customized offers using our Cross Media marketing engine. Delta’s Cross Media engine is targeted, measurable, and produces high results.
A direct mail communication is sent that features personalized variable data, a PURL (personalized URL), which is usually made up of the recipient’s name, and variable data that speaks directly to the recipient.
FOR EXAMPLE:
www.cathy-smith.petpavilion.com
The text encourages the recipient to visit the PURL for further information. The Pet Pavilion post card is personalized to get Cathy’s attention. We have also included a map with directions from her home to the new Pet Pavilion location. In order to get more information about Cathy’s pets we have created a PURL for her. This is a personalized landing page to collect information about Cathy’s pets and shopping preferences.
A PURL is a personalized URL. Think of it as a website built just for you. You can conduct a survey with your recipients to gather all kinds of different information. Or you could ask your recipients a few simple questions for event registration, appointment making or to confirm their attendance at a trade show or exhibition.
KEY POINTS
Remember data is king. Data collection happens at the PURL for you to gather personalized information so you can talk with your audience in a one-to-one voice. Cathy’s PURL welcome’s her with a personalized greeting and special offers if she shares more information about her pets. The PURL also reinforces the Pet Pavilion grand opening and special offers for Cathy if she shares information about her pets. Once Cathy completes the online information, we have gathered important data about her and her pets so we can communicate with targeted offers and messaging.
On completing the campaign, your recipient is taken to a personalized ‘thank you’ page.
On completing the campaign, your recipient is taken to a personalized ‘thank you’ page. They will also automatically receive a ‘thank you’ email that can confirm the details they have submitted in the survey and their updated contact information.
KEY POINTS
• Customized based on recipient’s response
• Reinforces your message
• Provides further information on topic/offer
An email is sent that also features targeted offers based on the information from the PURL. This provides the recipient with offers and information to actually participate in your campaign. Once Cathy has completed the information from the PURL, an auto responder email is sent to her with offers geared towards her information. She has told us that she has a Dog named Baisel who is active and likes agility courses. The auto response email generates offers from her PURL that speak directly to her. We have included offers for large dog breed treats and Pet Pavilion Frisbees when she visits the grand opening.
A message is sent telling Cathy we look forward to meeting Baisel and she can have her picture taken together at the open house.
Every aspect of the campaign can be tracked, in real time. This allows you to find out who has visited their landing page, completed the survey, updated their details, opened their emails and accurately measure the success of your campaign.
Now you have specific data so you can market to your customers in a one-to-one voice. No more push and pray marketing. Through a strategic campaign you can provide customers will relevant information and offers just for them. You will see a better return on your marketing investment.
Cathy went to the Pet Pavilion grand opening and used her coupons to buy treats and large breed dog food. She also received promotional items like a Frisbee and bandana so she can play with Baisel. Finally she had her picture taken with her dog and now has a relationship with the Pet Pavilion staff.
Cathy receives monthly specials via email and social media with specific offers for her dog.
78 Ethan Allen Drive
South Burlington, Vermont 05403
Telephone: (802) 878-0544
Fax: (802) 878-1650
Email: service@godelta.com