Trackable Program Lifts
Multichannel Effort Increases Online University’s Response Rate by 100%
A large online university needed a trackable program to reduce the cost to generate leads for their admissions advisors.
Curtis used a personalized multichannel approach to increase the effectiveness of their direct mailing. A personalized self-mailer and postcard were sent to the prospect with a choice of responses using a BRC (business reply card) or unique PURL (personalized web landing page) that included their name. When the user arrived at the PURL, their response form was prepopulated with their personal information making submission seamless. We coded campaign tracking into the site to allow for extensive testing of the list, offer, creative and response vehicle. A follow-up email was sent to all recipients and an additional follow-up email was sent to all respondents.
PURL to BRC response was 4 to 1, demonstrating that the personalized URL was key to increased response. This new response method combined with the learnings from the test cells increased response by 100% for subsequent campaigns.