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7 posts from June 2011

Improving Pay per Click (PPC) Conversions

June 29, 2011
Posted by JFM Concepts at 5:17 AM

Zodiac Pool Systems, makers of Barracuda and Polaris vacuuming systems, added content specific landing pages to their pay per click (PPC) campaigns in order to serve relevant content and improve response rates. Look for the complete case study that includes detailed metrics of this integrated cross media campaign featuring Personalized URLs (PURLs), landing pages, email, direct mail, and paid advertising. Click here to pre-order.

The features of the campaign were:

  1. Relevant content based on the individual advertisement
  2. Additional opt-in mechanisms
  3. Automated follow up and rebate offer fulfillment
  4. Improved tracking

The benefits of the project included:

  1. Improved opt-in rates
  2. Increased downloads of rebates
  3. Creation of a targeted lead list by product line

Google Advertisement

Zodiac ppc pool offer 

Landing Page

Zodiac ppc pool offer landing page 

Campaign Monitor Shares Mobile Email Stats

June 27, 2011
Posted by JFM Concepts at 5:00 AM

The folks at Campaign Monitor shared the following stats about mobile email marketing that I wanted to pass along to our readers.  They analyzed their data from all email clients and more than 3 billion messages from May 2009.  The chart says it all.

Cat-trend-2011-5 

The mix of mobile email clients is no surprise either.

 

Email-trend-pie2 

I agree with the author of the original study, that it is time to pay attention to how your emails look on mobile devices, including tablets and to consider this as part of your cross media marketing strategy.

VDP Web Publishes New Education Cross Media Marketing Case Study

June 24, 2011
Posted by JFM Concepts at 4:15 AM

JFM Concepts and VDP Web® are proud to announce the publication of their latest case study on direct marketing for Education. Successful cross media tactics for admissions, events, alumni relations, planned giving, donations and more are covered. Campaign goals were to decrease cost, improve response rates, document and measure return on investment, and simplify the follow up process. Download the case study for free at http://education.vdpconcepts.com.

The VDP Web® cross media marketing platform has been deployed by public and private educational institutions of every size to deliver outstanding results. Successful projects have been launched by organizations as diverse in size and mission such as The University of Michigan and Northeast State Technical Community College to regional Christian institutions such as Calvin College and Grace Bible College. Not-For-Profit institutions such as Harrison College and various secondary schools have also used the system for admissions, alumni relations, fund raising and planned giving. Integrated campaigns have been cost effectively run for multiple departments without the need for internal technical assistance or support.

Flint_University_Landing_Page_2 
University of Michigan Landing Page, one of many samples in the case study.

There are common challenges faced by the academic institutions detailed in this case study. The goals of all the campaigns that follow were to decrease budget, lower man hours required for follow up and fulfillment, increase response rate and add personalization to generate leads. Each of these projects was executed by one decision maker and did not require the support of other departments. The cases examined assume that additional budget expenditures for new projects is unlikely, IT and other internal technical support is not available, and that the department does not have additional manpower resources to dedicate to a new project. If any of these assumptions are not true, so much the better.


It is possible to implement a basic cross media marketing strategy without any major changes to the current marketing mix. Unique landing pages, QR Codes, new 800 numbers, and SMS Text can be added to any existing marketing channel to add new data collection mechanisms and start a two way conversation with prospects, students, alumni and donors.

Email Template & Template Editor Webinar

June 21, 2011
Posted by JFM Concepts at 8:12 AM

New Email Functionality for VDP Web Clients

VDP Web has email templates for your use to dramatically decrease the time it takes to build email content. These are free of charge and easy to edit. Simply double click the highlighted variable areas to add images, links, and content without ANY coding knowledge. If you are currently using a template on another email platform, bring it over! Our Template Manager allows you to build your own custom templates to use for future campaigns.

We will be having a live demo on how to use this new technology on Tuesday, June 21st at 1:00pm EST and again on Thursday, June 23rd at 1:00pm EST.

Sign up at: http://education.vdpconcepts.com/

2011 BlackBaud Multichannel Giving Benchmarking Report

June 09, 2011
Posted by JFM Concepts at 8:10 AM

Last month, Target Analytics released their "2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report" to the public.  The complete report can be found on their website here.

Summary of Findings

• For the large direct marketing organizations participating in our online benchmarking groups, the majority of gifts are still received through direct mail.

• Although direct mail remains the dominant channel for new donor acquisitions as well, it has become increasingly common for new donors to give their first gift online.

• Online-acquired donors are significantly younger and tend to have higher household incomes than mail-acquired donors.

• Online-acquired donors tend to give much larger gifts than mail-acquired donors.

• However, online-acquired donors tend to have slightly lower retention rates than mail-acquired donors.

• In aggregate, online-acquired donors have much higher cumulative value over the long term than traditional mail-acquired donors.

• However, long-term value varies depending on the donor’s origin gift level. The substantially larger gift amounts given by onlineacquired donors can mask issues with retention.

• Multichannel giving is not ubiquitous. The majority of multichannel donors are those who are acquired online and then subsequently start giving direct mail gifts. This is the only situation in which there are significant numbers of cross-channel donors across all organizations.

Every year, large proportions of online-acquired donors switch from online giving to offline sources — primarily to direct mail. The reverse is not true, however; only a tiny percentage of mail-acquired donors give online in later years.

• When online-acquired donors move offline, they tend to do so soon, in their first renewal year. They then continue to give offline in similar proportions in subsequent years. Eventually, just under half of all online-acquired donors convert entirely to offline, primarily direct mail giving.

Robust direct mail programs drive up the retention and long-term value of new donors acquired online. Without the ability to become multichannel givers by renewing their support via direct mail, this group of donors would be worth far less. Other than monthly recurring giving programs, established direct mail programs are the best method for gaining repeat gifts from onlineacquired donors.

• When online-acquired donors move offline in subsequent years of giving, it does have some negative effect on their value in the renewal year. The higher the donor’s original gift level, the less they upgrade and, in fact, the more likely it is that the donor will actually downgrade if they move offline. However, these lower gift amounts are far outweighed by the higher retention of onlineacquired donors provided by the direct mail channel.

• For the consistent givers who comprise the majority of donors already on file, the presence of past multichannel giving is generally not a significant factor in predicting future retention or long-term value. Traditional RFM factors are far more predictive.

Canon Can't - Major Mistakes in PURL Email Marketing

June 05, 2011
Posted by JFM Concepts at 10:46 AM

Everyone makes mistakes.  The first time that Canon sent us an email a few months back that had a data mismatch on the PURL and took us to someone else’s landing page, we were shocked but willing to overlook it.  Stuff happens sometimes, no matter how hard you try.  But as an OEM manufacturer of digital presses, there is no excuse to have ongoing data errors in an ongoing campaign.  Here are the emails we received Thursday– two of them – within minutes of each other. 

Cannon_email_1 
Cannon_email_2 

The PURL in question on both emails is: http://luciaex.cusa.canon.com/cp/jm186.  Try it.

Cannon_Crossed_PURLS_01 

You’ll notice the following issues with this landing page in addition to the fact that the data is crossed:

  • The links on both the email and the landing page are not dynamically rewritten and sent through a collection mechanism to allow link tracking.  There are lots of links to click, but no way to know if we clicked them.
  • There is a broken image at the bottom of the page.  See the little X.
  • Even after changing the contact info in the survey form, the page still says “Thanks, Jerry.”
  • We also dispute the claim of absolutely amazing accuracy, at least if they are referring to the data...

Recently, we also received a standard billing communication from a medical billing company that opened the wrong user account and displayed a different patient’s detailed billing summary.  The repercussions could be dire for both the medical facility and the billing partner. 

Take Away

Despite our best efforts mistakes will happen, but follow these tips to minimize the risk:

  • Be sure to test live data and real records every time
  • Use a checklist to assure all the details are handled
  • Never manipulate data in Excel or any other spreadsheet
  • Test again, be sure, wait ten minutes, and test again
  • Compare and test original data files versus lists that have been appended with data such as a PURL

Follow these steps, and fewer mistakes will happen.

3 Summertime Tips for Cross Media Marketing

June 02, 2011
Posted by JFM Concepts at 4:29 AM

As summer finally comes to the Northern Hemisphere and those of us who live in cold weather much of the year to get out to bask in the sun, it is time for marketers to consider the opportunities that this presents to shake up our mix and capture more leads.  As parks, trails, and events gather the attention of consumers and business prospects, consider using mobile techniques to create interest and sales.  Experiential events where any kind signage or handouts are used can drive web traffic and capture more leads in these three ways.

1. QR Codes

Smart devices from Apple, Blackberry, Motorola and other manufacturers dominate new cell phone sales.  Tablets with cameras and web access are also flying off the shelves.  This equipment comes loaded with a camera and allows instant access to web content from virtually anywhere.  Easy to design mobile landing pages can be created to serve relevant content and gather opt-ins without the need to create an "app." Virtually any internet enabled phone will allow the site to generate business.

VDP Web Mobile Site qrcode 

2. SMS Text

Virtually every phone sold worldwide has basic SMS text capabilities. Add a "text to win" campaign on any marketing materials produced from signs, handouts, ticket stubs, and even on the Jumbotron.  Consider offering a prize you can't buy on E-bay or at Best Buy.  A powerful example is the signed ball or jersey of the game MVP.  If a firm has paid for the advertising space already, this is a small incremental cost.

3. Public Address

If a firm has paid to sponsor an event, not only can the signage be used to drive traffic and capture leads, so can the PA system.  From the little league park to Yankee Stadium, marketers can use the SMS Text technique above to capture leads and generate buzz.  When was the last time you personally internationally went somewhere without your cell phone?

Just because the focus of events has moved outdoors, marketers do not need to be left inside.  These techniques can apply to any activity, even those focused on B2B clients and prospects.  From golf tournaments and major league baseball sponsored by insurance companies to softball leagues or local festivals sponsored by the neighborhood bar and grill, these response mechanisms will generate an opt-in list of warm leads.

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JFM Concepts is a full service cross media marketing technology firm featuring the VDP Web® PURL and cross media marketing platform. JFM specializes in creating variable data cross media marketing technologies with Personalized URLs for commercial printers, marketing departments and agencies of all sizes.

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