Campaign Success Story: Appending Marketing Data
Posted by 
on Wednesday, July 15, 2009 
at 3:18 PM 
in Quick story today.
An interlinkONE customer recently had the job of executing a marketing campaign for a client. They were provided the creative idea, and then a list of email addresses (people that had subscribed via that client’s website). That’s it.
Well, the campaign ran for three weeks.
Today, our customer provided the following data back to their client:
- Email Address
- First & Last Name
- Mailing Address
- Language
- Birthday
- Preferred E-Mail Type: HTML or Text
- Favorite Color
- Favorite Style
How did they get that data? Well, each individual supplied it. Yes, our customer sent out an email blast, which provided a link to a landing page.
Here's a video that will help as a visual example of the process.
The landing page was fairly interactive. It wasn’t just a form that asked for the contact to fill in the following fields. It walked them through 3 landing pages, which all attempted to gather bits of information.
As the user provided a piece of data, the following landing page was personalized based on the information provided. For example, the color and style of the background changed after they picked their favorites in those categories.
There were benefits to all parties involved.
– The recipient of the email: They had an incentive to provide data about themselves. By doing so, they would receive a more personalized experience when viewing the company’s information.
– The client: They can now market to these people in different ways. Now that they have the mailing address, they can send printed materials. They can also send product information based on the colors and styles selected.
- The interlinkONE customer: They demonstrated that they can execute a campaign that can append valuable marketing data to a client’s database.
There are different types of marketing campaigns that can be executed. Lead Generation, Customer Satisfaction, Loyalty Programs, Awareness, etc… But sometimes you need to set a campaign goal of “data appending” to ensure that your future marketing campaigns will be as successful as possible.
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