USPS campaign dramatically increases awareness of One-to-One Variable Data Printing
Highlights record breaking results of One-to-One Marketing
- Dramatic increase in response rate of approximately 4X an average direct mail campaign
- Very quick response — majority of customers responded in just days
- 30% use of the personalized URL (PURL) to respond to the campaign
- Spawned a viral marketing campaign on the Internet due to the fun aspect of the personalized T-shirt
- Based on the success of the Hello campaign, the USPS launched a second campaign promoting “Results-driven marketing in a Down Economy” – which highlights how One-To-One marketing can drive significant response rates and sales even in a tough economic environment.
- Leverages Purl technology (Personalized URL)
Objective: To deliver a One-to-One Marketing campaign that demonstrates the benefits of Variable Data Printing to boost direct mail impact and results
Description:
- Campaign was introduced via print advertising and a direct mail campaign
- Highlights how businesses can leverage customer and prospecting databases via Variable Data Printing (VDP)
- Drive dramatic increases in awareness, response rates, trial and sales.
- The direct mail campaign provided two response mechanisms – traditional mail reply card and an instantly interactive PURL (Personal URL)
- PURL customers were directed to their own personal web page where they responded to a series of questions on how they conduct their marketing campaigns.
- Finally they responded to the fun questions to receive their own personalized T-shirt
