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The company came up with a solution to create a personalized URL (PURL) for each person and send out a direct mail piece to them. When recipients visited their PURL, they had the option to select which type(s) of insurance were of interest to them.
"Once they hit 'submit,' the system automatically generated a customized brochure for those people. It contained information—text, pictures and offers—based on the type of insurance selected," Pinto explained. "A print-ready file was created, sent to the printer and then mailed to the prospect shortly afterwards. Not only did this give the insurance company a better database, but [it] also was able to automate [its] follow-up processes."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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