165 posts categorized "Direct Marketing"

VDP Web at Exact Target Conenctions 2011

July 27, 2011
Posted by JFM Concepts at 8:44 AM

JFM Concepts, makers of the VDP Web cross media marketing platform is proud to announce that James Michelson, founder and principal, has been invited to present in the Advanced Marketing Track at Exact Target’s Connections 2011 to be held in Indianapolis, Indiana on September 13-15, 2011.

The title of the session will be “Integrated Cross Media Marketing with Email, Direct Mail, SMS Text, SEO and Landing Pages for the Print Services Distribution Association (PSDA)”.

Join James Michelson, author of  “Cross Media Marketing 101: The concise guide to surviving in the C-Suite” and founder of embed partner VDP Web® as he creates and executes an integrated cross media marketing campaign that combines email, direct mail, landing pages, web, SMS-Text  and more into an integrated campaign to market the 2011 Print Solutions Expo.   In this session, discover how multiple marketing channels were coordinated and how personas were developed to deliver highly personalized content to prospects of the Print Services Distribution Association.  The speaker will re-create the process from start to finish on how content was created, channels selected, and follow up conducted in order to boost response rates, improve tracking, lower costs, and document return on investment.

The session will explore acquisition, lead generation, and sales techniques from this highly successful integrated campaign.  James will detail how pre and post-show follow up was conducted in order to maximize the impact of the event and to cross-sell / up-sell other association products and services during the campaign.  Detailed reporting metrics will be shared as will actual samples of content.  Items to be covered include:

  • Developing personas
  • Determining the correct contact channel
  • Coordinating content and channels
  • Developing a contact matrix and content for each persona
  • Follow up techniques
  • Results
  • Lessons Learned
  • Best Practices

Attendees will leave the session with a checklist of activities required to design, implement, and effectively track an integrated cross media marketing campaign using any combination of channels.

Logo with dates 

Connections 2011 is a must-attend event for ExactTarget customers. Sessions will appeal to those responsible for interactive marketing strategy and execution at all levels—from Vice Presidents to Email Marketing Specialists to Web Developers. Anyone looking for new ways to engage with customers through the latest interactive marketing tools and best practices is encouraged to attend. And because the educational value of Connections is unlike any other in the industry, attendees will be able to immediately apply what they learn to their marketing campaigns, prompting extraordinary impact on program results.

Letter to the USPS

July 11, 2011
Posted by JFM Concepts at 10:15 AM

Susan M LaChance
Vice President Consumer and Industry Affairs

Susan:

I was sorely disappointed to receive the survey request from your department and the follow up post card last week. 

To remain relevant and profitable, the USPS must follow the Service’s own advice to business customers and integrate digital and web elements into the marketing mix.  If you want advertisers to accept the power of direct mail in the digital age the USPS must lead from the front with cutting edge applications that highlight the power of mail.  The web call to action was hidden in the small print in both the letter and the follow up card and required arcane logins and passwords.

Usps_postcard

The direct marketing solicitation sent by your office was antiquated, ineffective, and counter-productive to growing business customer confidence and utilization of the Post Office and its services.   By not following its own advocated best practices, The USPS is making the process of selling direct mail to marketers that much harder.

I strongly recommend you, your staff, and contractors review "Getting Personal – Direct Marketing Practices that Deliver", published by the USPS in 2008.

Lead or be left behind.

At a minimum, this is what the direct mail piece should have contained to capture attention and increase response and provide a positive example to possible business customers:

  • Color & artwork personalized to individual recipients
  • Size bigger than 3 x 5 to stand out from bills and junk
  • Personalization (name, industry, title, industry graphic & artwork)
  • Easy to access online survey without the need for usernames and passwords
  • Tracking to measure who visited website but did not take further action by individual

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 https://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.

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: https://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.

Advanced Email Reporting in Cross Media Integrated Marketing

May 31, 2011
Posted by JFM Concepts at 9:12 AM

Traditional email marketing programs rely on very limited reporting to accomplish marketing analytics.  One key to a successful integrated email marketing campaign is to continue tracking the responses of individual recipients beyond their actions in the email.  In typical email marketing, tracking ends when the prospect leaves the email and a "link click" is recorded.

By utilizing a personalized URL (PURL) campaign in conjunction with email, the actions of individual responders can be tracked beyond the inbox.  The additional intelligence that can be gathered from this process include:

•  Link clicks on the landing page
•  Time spent on the landing page
•  Videos watched and time spent watching video
•  Files downloaded
•  Surveys submitted
•  "Seed" content review, and more

Additionally, highly relevant and personalized information based on the segmented persona of the individual recipient can be provided on the PURL landing page that can make a dramatic difference in response rates.

HP_VAR_email_3 

By using a PURL in conjunction with email, marketers can continue reporting and tracking beyond the inbox.  The most important feature is that a marketing decision maker can complete this process without the support of corporate or third party IT resources.

The critical factor for both marketing service providers offering cross media and in-house employees executing the same is the ability to avoid inter-departmental struggles in order to quickly and efficiently launch the campaign.  To avoid complications with the legal department, reuse materials that have already been improved.

The most important result is that marketers who have responsibility for results, but not necessarily the authority across departments to control their own destiny can launch and have access to sophisticated tracking and analytics under their own area or responsibility (AOR).  The case for access to critical data cannot be overstated.  If the data collected by a firm resides in IT, the sales or marketing decision maker may not have access to the data on a timely basis.

JFM Concepts & VDP Web and PSDA 2011 Print Expo Show Review

May 23, 2011
Posted by JFM Concepts at 5:40 AM

JFM Concepts is pleased to have partnered with the Print Services Distribution Association for the 2011 Print Solutions Expo from pre-show marketing to educational sessions and post show follow-up.  The highly successful event was held at Chicago's Navy Pier May 17th to 19th.

Marketing

JFM Concepts and VDP Web provided in depth cross media marketing support to the PSDA for the show including data cleansing, segmentation, personalized URLs (PURLs), QR Codes, Generic Landing Pages (GURLs), Personalized Landing Pages, Surveys, Email and more in a comprehensive pre and post-show marketing effort.  The effort was the first time the association had implemented a comprehensive communication plan that included all these channels with unified reporting and analytics.

PSDA_PURL_email_2 

The results of the campaign included a streamlined work process, coordinated messaging and content, highly relevant personalization, detailed reporting, and improved response rates.  The association was able to access detailed analytics and metrics for each individual channel.

Education

James Michelson presented an extended session on integrated marketing based on his popular book "Cross Media Marketing 101: The concise guide to surviving in the C-suite" from Schooner Press. The interactive presentation focused on the practical development of several real world campaigns from strategy through follow up.  The three hour session was a follow up to the overview of the same topic from the CEO Summit.

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Exhibition

Show visitors experienced VDP Web first hand at the double-size booth featuring both Mac and PC, mobile and desktop cross media applications.  At the exhibitor theatre, Josh Driver delivered a session on generating revenue with cross media for print manufacturers and distributors.

IMG_0377 

Sponsorship

JFM also sponsored the show's cocktail reception with an open bar.  Attendees and exhibitors alike were able to relax after a hard day's work with complimentary food and drink before hitting the town.

For additional information or to get copies of presentations and sessions, please visit www.vdpweb.com

VDP Web PURLs Featured in New PODi Case Study

May 12, 2011
Posted by JFM Concepts at 1:57 PM

JFM Concepts is pleased to announce that Sexton Strategic's Girl Scout PURL campaign has been featured by PODi, including a custom cookie calculator. From Caslon & CO on May 12, 2011:

Cross Channel Marketing Drives Girl Scout Cookie Participation

Vertical Market:               Not for Profit
Business Application:   Direct Marketing / Loyalty

Business Objectives:

The annual cookie program is a major fundraiser for the Girl Scouts of the Minnesota and Wisconsin River Valleys Council (River Valleys). Encouraging Scout participation is critical to the success of the program. In the past, staff had provided vital information through a monthly email that only reached the parents or troop leaders. River Valleys felt that communicating directly with girls would be important to growing the success of the cookie program. They needed a communication solution that would:

* Improve communication about the cookie program to Scouts and their parents
* Engage three key segments: 
- Newcomers - Girl Scouts in Kindergarten through third grade who may be new to the Girl Scout cookie program
- Parents of Scouts
- Older Girl Scouts who may need extra encouragement to continue their efforts in the cookie program

Girlscouts 

Results
River Valleys worked with Sexton Strategic to develop a multi-channel marketing program that engaged their membership in the cookie program. With the targeted program River Valleys reduced their overall marketing spend while increasing the effectiveness of the campaign.

* The integrated campaign contributed to greater Scout engagement, which in turn supported exceeding the council's cookie program goal

* A reduction in the number of calls to River Valleys showed that girls and families felt informed about the program
* 12% of targeted older Girl Scouts visited their Personalized URL and completed an online survey giving their feedback on the cookie program

Read more about how this campaign was structured and why it succeeded.
PODi members can download the full case study and nonmembers: Get a complimentary copy for a limited time here.


New VDP Web Cross Media Newsletter Published

May 03, 2011
Posted by JFM Concepts at 6:00 AM

JFM Concepts has published its next cross media marketing newsletter. The content is available online and features news, commentary, industry insight, best practices, and information designed to assist marketers in developing effective campaigns. See the page here: https://newsletter.vdpweb.com/.

Content in the spring issue includes:

- Free Print Solutions Expo Tickets
- USPS Postal Rate Increases
- Amazon failure takes down sites across Internet
- Browser Updates Break Websites
- PSDA Print Solution 2011 Education
- James Michelson of VDP Web nominated for 2011 Entrepreneur of the Year
- PSDA Interview with James Michelson
- Cross Media 101 Book
- 2011 Webinar Series & Events

JFM Concepts is a full service cross media marketing technology firm featuring the VDP Complete® marketing system and VDP Web® Online software as a service. JFM specializes in creating variable data cross media marketing technologies with Personalized URLs, Email, SMS Text, QR Codes, Phone Tracking, Video, QR Codes, and more for commercial printers, agencies, and marketing departments of all sizes. The firm knows that technology development and marketing should come together to document both improved response rates and improved return on investment (ROI).

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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.

Cross Media 101 Book

Cross Media Marketing 101, The concise guide to surviving in the C-Suite is the perfect guide for executives and managers looking to be sure that they have considered the major challenges facing them as traditional marketing methods are eclipsed and even supplanted by new channels. Taking a completely agnostic approach to the marketing mix, the author offers practical insight into the changing marketing world and how marketing leaders can beat the odds. Order Now

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