I just read a case study that reminds us that soft leads matter, too. In this instance, the case study involved an email campaign, but how often have you heard vendors talk about the value of personalized URLs for capturing “warm” leads? The lessons apply to print, too.
The client was Dollar Thrifty (the chain of Dollar and Thrifty car rental locations) had too much inventory in Florida, so it devised a plan to boost rentals in that geographic area. To do that, it analyzed who had rented from those locations in the past, in which months, and identified people who had shopped rates on the company websites for specific dates but didn’t end up making a reservation.
(Click here to access the case study.)
With this information in hand, Dollar Thrifty created an email campaign offering specials to warm leads with targeted offers. The results were higher open and click-through rates, and ultimately an inventory problem solved.
The ability to capture warm leads is one of the benefits of personalized URLs, but as Dollar Thrifty found, there are other ways, as well. However you do it, the point is to capture them, because they just might come in handy when you need them. And while this case study involved email, there is no reason it can’t work with print.
Just another reason to engage your customers about marketing.