Creativity, interaction and personalization are key components of
successful email-based webinar recruitment efforts. A personalized
driving up conversion rates.
As publishers and marketers look for imaginative ways to deliver relevant information, a growing number are turning to one-to-one
marketing methods. Creativity, interaction and personalization are key components of successful 1:1 email-based
webinar
recruitment efforts. Two examples are personalized landing pages for
each respondent (PURL) as well as Variable Image Personalization (VIP)
for each individual email. Each alone, or in combination, are highly
effective at driving up response and conversion rates, and expand the
window of time that mail recipients spend reviewing their mail adding
immeasurable value to the effectiveness of the message.
Personal URLs could very well be the future of email marketing. PURLs are like a personal website or microsite set up to supplement and
capture direct mail or email campaign responses and os customized using
text, images, videos, or audio specifically targeting information for
each recipient's needs or interests. They work really well because
people love to see their name "in lights"! Personal is always better in
email marketing. When
a persons name is integrated into a URL address it lends an element of
intrigue that is very compelling, especially when used in combination
with image personalization technologies.
For any mailings you send out you first supplement with a unique microsite or landing
page URL for each person or company in your list. The individual
messages direct recipients to visit, for example, something like
http://Firstname.Lastname.YourDomain.com . The microsite is
personalized dynamically when they hit the page. Once a person
has logged into the PURL campaign they enter into a world that has been
channeled and personalized specifically to them. Generally a
pre-filled form is presented asking them to verify their contact info,
but then you can ask questions, take surveys, have them register for
events, or provide special offers and links to your core website.
Personal URLs well executed make email campaigns interactive and capture
essential data on the visitor. Once they land on the page, their visit
is recorded as are any responses. Your sales team can be notified of
these leads as soon as they arrive on the page and can turn a warm lead
into a hot one.
Variable Image Personalization is the ability to dynamically add conditional text to background images, opening unique
opportunities for creative designs with variable contents. It allows
for the design and production of outstanding email marketing pieces which capture the attention of customers by combining individualization and emotion.
For instance, you can write people's names with fireworks, spell people's
names with cookies or berries or cake frosting, and emboss people’s
names on playing cards.
It helps marketers increase the impact and ROI of marketing efforts, making campaign messaging more attractive
and increasing facts retention, which leads to higher response rates.
