Elixia sent emails and postcards to members which contained a personalized URL (PURL). The PURL was to be used solely for the purpose of friend referrals. Members were incentivized with up to six months free membership for referrals.
The campaign generated a healthy return for Elixia via one-to-one cross-media, said Carone. Here's a sample of the results:
- 27.5 percent of the PURLs were visited;
- 2,500 new members signed up; and
- Elixia's annual revenue increased by 1.5 million euros.
Maine's Office of Tourism wanted to know how a personalized, one-to-one conversation with consumers would impact its business. So it tested two direct mail pieces: its regular tourism book served as the control vs. a personalized mailer customized to the interests of recipients (e.g., included photos of activities they'd be interested in if they visited Maine) based on preferences given to the state on its tourism department website.