‘RIP’ the Business Reply Card?
With the excitement surrounding Personalised URLs over the past couple of years, the focus of being able to collect responses online has certainly grown quite a bit. Safekeepa can successfully offer this form of cross-media marketing which can provide major benefits, marketing service providers can achieve success by also capturing responses from other formats.
When running a campaign, it is very important to consider the product being offered, and the audience that is being targeted.
With Safekeepa, you can not only collect responses from a personalised URL, but you can also collect responses from other forms, including BRCs. At the end of the day, we can use SafeKeepa,to see all of the responses, no matter what the response type was. Our customers can instantly see how people are responding. Picture a pie chart – Fifty-Five percent of the chart shows the online responses, 40 percent shows the BRCs, and 5 percent makes up the call-in responses.
Personalised URLs are absolutely a great component for running an effective marketing campaign. But as the old saying goes, don’t put your eggs all in one basket. To truly offer an effective marketing solution, you must be able to deliver and measure campaigns across multiple medias, to different lists, and among many different response types.
