Speaker 0: Hello, Mark Freeman. Welcome. We are so excited to have you all joining us today. My name is Angelica from Sercante, and I will be moderating today’s session. Before we get started, I have a few housekeeping items to cover. Number one, yes, these sessions are recording and will be available on demand right back here on this platform, um, twenty four hours after MarDreamin ends. So about twenty four hours after Friday. Um, and then also, we will have time for live q and a for today’s session. So head over to the right side of your screen, that q and a tab. You’re gonna post whatever questions that you have, um, within that q and a tab. Lastly, use chat. There’s emojis, there’s GIFs, and more. We want to hear from you, so please use the chat as much as you’d like. Now let’s get started. I like to introduce you to Brent Alexander, who’s got an awesome session lined up for us today. Over to you, Brent.

Speaker 1: Perfect. Thank you so much, and welcome, everybody. Um, I’m excited to be here and talk a little bit more about, um, PFL and and get a little bit more into the doing more with less, the four budget friendly plays. So what we’ll be starting out with is we are gonna kinda walk through just a little bit of an understanding of kind of the power of, um, Direct Mail. And then we’ll spend most of our time actually diving into a few plays and a few ways to kinda tweak some of your marketing approaches to really get, um, the most out of your personalization, your real time triggers. And then as mentioned, we’ll definitely have some time towards the end of the session for, um, Q and A. So let’s go ahead and dive right into it. Um, before we get into those four budget friendly plays, I want to ensure that we’re all aligned on the effectiveness of direct mail. In almost every marketing campaign, we use email, we use SMS, um, we use banner ads, and basically lots of digital channels. When we try to reach customers and prospects by only using digital tactics that everyone else is already using, we end up getting lost in what we call the sea of sameness. And what this is creating is an attention economy. It’s getting harder and harder to earn the attention of prospects and customers in a world that’s ultimately distracted. And digital has only compounded or increased the problem. Human attention remains a fixed and scarce commodity. And you hear a lot of language about this regarding, you know, time is the only, um, commodity, fixed commodity that’s out there. So think about it in that way. What we need to do is grab more attention to drive the right kind of brand interaction that we’re looking for. So the good news is, is that we’ve ultimately proven that direct mail has the ability to create that moment of attention. Um, and it, you know, without it, it can otherwise be missed. So in a recent Forrester study, 81% of the respondents told us that they’re likely to open a direct mail package, sending a personalized direct mailer to the right buyer at the right time can create that powerful moment that inspires action. Direct mail also performed betters, performs better in the recipient’s ability to recall a message, and it increases their perceived value of a brand. Ultimately, DM works or direct mail works. But what happens when you’re able to personalize and trigger based on that behavior intent, the results increase substantially from there. So if we look at a customer life cycle, we know that it’s filled with milestones of impact that, you know, determine if they buy, when they buy, and whether or not they become a champion of your organization. By understanding these behaviors, successful marketers are able to incorporate direct mail, um, at the right time to the right person with the right message. This enables you to take the milestone and make them peaks of engagement. This is the impact of personalized and triggered direct mail, sending something that is nearly impossible to recreate with, with other channels. Now, this doesn’t mean that every milestone needs something really expensive to go out or some type of an elaborate, you know, gift or direct mail piece, but that the SIN needs to reflect the milestone that we’re at and that we’re trying to enhance. So let’s take a look at the, um, how we can adjust the standard marketing campaign to enhance some early milestones in the customer’s life cycle. This campaign represents kind of a common starting point for digital only outreach, um, across a lot of our customer base. And we know that by incorporating a low cost direct mail piece early in a campaign, we can increase the overall effectiveness of that campaign. These results are typically actually seen through direct mail response rates, increased website traffic, or an uptick in the open rate of an email that lands after the direct mail piece. The whole goal of this early stage funnel is to increase intent. With intent, we can tailor our messaging to the topic that is most relevant to each individual. Further personalization can be applied based on a number of data points. In this example, we’re actually triggering based on intent, and then we’re altering the message based on the title. The problems that an executive faces are gonna be different than those that a user, um, might face, and our marketing should ultimately reflect that. All of this is leading to an increase in lead score and acceleration to the next milestone. This is where impact, um, high impact SINs, this is where high impact SINs can really be used to accelerate to a meeting, accelerate a solid opportunity, or really accelerate customer loyalty. Um, our customers have kind of been most successful with this phase when they develop a multi use type of scent. Uh, this is one piece that can be sent to say thank you, to celebrate an event, um, or just provide info at a relevant time. Personalization is key for this type of initiative to work. So I were recently worked with a company that had a limited budget, and they had restricted resources. And I think this is something that a lot of us are experiencing in the economy today. Um, so what they decided to do is they actually printed a static annual report. Um, it had a lot of detailed information for a lot of different personas. And when they sent it, they used title to personalize to make that piece hyper relevant to each individual. So this is c level. Check out pages four through seven to understand the, you know, state of the economy. Um, mister influencer. Check out pages 12 to 13 and so on. This allowed us to make that big impact even with the constraints that they had in place. This approach that we’re talking about, it can be really be used across every stage of the customer journey. We see variations of this in all industries, and most of us have experienced this from brands, um, and more importantly, from our banks. In the financial services industry, we have a lot of data to help with this, um, this form of targeting and personalization, um, for our net new accounts. But we, but we recently held, helped a large bank focus on upselling existing customers. By understanding what products they have already purchased, they were able to tailor the next offering accordingly. In a recent, um, if they recently opened a checking account, then we can personalize the SINs to savings account information. If it was a car loan, maybe they start to promote mortgages. So by understanding the product that they’re in, we can then use the data to suggest the next relevant product to make that piece hyper personalized. Now, let’s get into a few kind of detailed examples. These are the plays that we really started to talk about, the four plays that are available, um, um, on a budget, you know, budget friendly type of an approach. So at the top of the funnel, when we’re trying to build awareness, um, we’re able to see if a contact is working remotely or in an office or if their course customer portal has been updated. And if we’re not, then we might consider sending a low cost piece to verify data when contacts, um, aren’t engaging digitally. If we look at this flow here, first, we’ll start out by casting a wide net and emailing anybody that we, we need that information for. We need them to update that portal. Um, and we’re gonna ask for that preferred address or for them to update that information. For the contacts that engage digitally and provide their preferred address, we’re going to go ahead and put them into the engagement campaign. So positive interaction is going to change their, the flow of the overall campaign. But for contacts who are not responding digitally, then we’re gonna trigger a postcard to the address that we have on file. And once that postcard is delivered, then we’re gonna we’re gonna see if there’s still engagement. And if not, we’re gonna send an email that says, hey. We sent you something. Did you receive it? Um, and that language right there actually drives quite a bit of information for, well, I wanna understand what you sent me, and they’ll actually respond and update information. So it it’s working in two ways. It’s either verifying their address, or it’s getting them to enter the information to verify the address so that item could be retriggered. Um, once that postcard is sent, and the QR code is scanned, and they update that information, then we’re gonna continue that journey and move them back down that engagement campaign. And we can also start to look at a level of intent to determine, should we qualify this lead? Should we have somebody do outreach, or should they enter a separate flow? Now, if you remember, this type of play is about increasing the overall effectiveness of the entire journey by adding direct mail to the digital approach. It’s really a better together style approach or an omnichannel style approach. Um, so it’s not so much of did the QR code get scanned, but it’s did they update their portal? Did they open the email? Did they take the Live Connect? These are some of those concepts that we’ll start to see and we’ll start to understand as we go further and further into this. Couple of pro tips on, um, what we should be doing when we send postcards. The use of personalization will typically increase response rates by 135%. This is based on historical data over years and years of study. Um, we want to make sure that if we use attractable QR codes, that the highest converting QR codes point to added value content, like online assessments, calculators, quizzes, or videos. Um, this will help the recipient to trip over the truth and further their education towards a decision. Um, if they’re not aware of your brand, if they don’t understand what your brand is doing or what your product solves, then the likelihood of them making that decision is gonna be that much harder. So we need to use that information as much as we can whenever we can to help them progress forward. And then remember, the postcard is buying you a moment in time. The personalization and the design of the postcard is what’s gonna really drive towards that, um, that, um, call to action or to make that content more and more impactful. As we move down the funnel, so we’ve already driven some awareness. Now we’re getting into some engagement. This is they’ve shown that intent. Then we want to, um, increase response rates by triggering direct mail only when a contact has done the level of intent that we need. So this allows direct mail piece to arrive days after intent has occurred so that it’s hyper relevant in the moment of interest. Timing is one of the most important things that are factors that make a great marketing campaign successful. You’ll start out by segmenting your audience by the availability of confirmed address. Um, so remember that was from the first flow. And then for the contacts that have engaged with your awareness play and confirm their addresses, you’ll drop them into the first flow and trigger a high impact, low cost interactive mailer. For contacts who have shown some engagements but still do not have a confirmed address on file, you’ll drop them into the second flow. When those contacts provide the preferred address, then they would get the interactive mail. So it’s all dependent on them showing intent and giving you that information. After the mailer gets delivered, a delivery notification will be sent to the BDR, and a follow-up email or a call to book a meeting monitor. After the meeting has taken place, the contact reaches the status applicable to continue them down the journey. On the other hand, for the contacts who don’t show engagement, we can continue to nurture them digitally and continue to ask for that additional information that we’ve been looking for. Interactive mailers, they’re really, um, um, are budget friendly. There’s ways to stand out in the mailbox. They’re, um, not only can they really be printed on demand and personalized to the recipient of the information that we have on that contact, but we can also have more of creative real estate or high impact content that drives these big response rates that we’re looking for. To make this really pop, a lot of our customers have considered adding a special treat. Um, so if we look here in this one, we can add treats, um, to kind of enhance it and add bring in a level of fun messaging. It really starts to get to, um, somebody to kinda interact and understand the brand a little bit more. Um, you know, you might use a taco seasoning kit and do let’s taco about it. Um, you could also do something like a Sriracha packet and say, you know, bring on the heat. So we can start to tie in the types of items to align with the messaging and really to align with the brand identity or the voice of your brand, that’s really how we’re gonna start to bring that brand awareness step. And if we look at all the studies that we’ve seen over time, most consumers want their brand to be listening, and they wanna have that personalized connection. And direct mail is exactly how we’re gonna help do that. Your brand is seen as, um, formal. Direct mail can be tailored in that appropriate way. If your brand is fun, then maybe a, uh, taco packet with Let’s Taco Boutit might be the relevant piece. And then also an understanding where that contact might be. If they’ve shown interest on your website, if they’ve, talked with your team before, if they’re a current customer and you’re looking for different things, all of those factors can help us start to tailor the messaging and the feel and the look of these types of settings. Um, but when we do this, and maybe we include, like, a VIP badge for an event that’s coming up, we can, you know, put that onto a simple mailer like this as well. What we see is customers typically are seeing a 20 to 30% in attendance rate when it ties to an event. Um, so we have an example here of a popcorn mailer. Um, really simple, low cost, but this is used to not only, we’re already getting those registrants, but how do we actually get them to attend the event? Um, and then once they attend the event, then we might move on and do something a little bit different as we progress forward. That would lead us to the acceleration play. So an acceleration play is really used to accelerate to the next milestone. That could be, you know, how do we get to the next meeting? How do we accelerate customer loyalty? Or how do we accelerate retention or renewal or referrals from, you know, a variety of customers? Instead of sending one mailer to every single customer, um, we can start to segment the content, and we can segment the type of item or the spend to ensure that it aligns with the target audience that we’re going after. You wouldn’t wanna send the same message to someone who, you know, just opened a checking account as somebody who’s been a customer for ten years. So that’s where we’re gonna start to bring a level of personalization in. You’re likely doing a lot of this with your digital marketing already, but physical assets, again, help us increase the the awareness of the brand, increases the ability to recall that brand message, and really just has an overall better experience when it comes to response rate than any other channel, and and for a lot of them, any other channel combined. So in this particular example, we’re gonna start off by dropping all new customers into a campaign, and using a decision flow to segment in relevant ways. Here, we have the audience segment, segmented by total assets under management. So that would be if we use that fine financial services example. That’s gonna be a lot of the, um, how many products are they currently having? Do they have a checking account, a savings account? Do they have investment accounts? Um, Um, so we’re able to segment based on a variety of of data points like that, and they’re gonna really get that highest tier package. They’re the most valuable customers to us. For first time customers, they’re gonna receive a mid tier mailer that promotes the next logical purchase for them. And then for people who have been engaging digitally and continue down that digital path, maybe a preference channel, uh, we’re gonna keep them in that digital engager path where we’re just sending emails. So direct mail is not used for every single scenario. We wanna find the right scenario at the right time that’s gonna drive the big engagement. This strategy, then how we make this particular piece budget friendly, is it’s optimizing the ROI by investing in a mailer that correlates with the value received from a new customer. Customer. After the package is delivered, we can then have the, you know, sales teams or bankers or whoever your your call center might be. Um, they’ll receive a notification via email to actually call somebody or send them an email. And once that occurs, then we can start to continue that omnichannel approach. That’s how we drive increase in email open rates or increase in live connect rates. Um, we have a customer that does something very similar to this for the health care space. Um, so if we think about your insurance company, where, you know, everybody, when you sign up for insurance, you end up getting one of those little tiny plastic cards that has all of your info information on it. And lots of times, you’ll also get the summary of benefits and an overview and a list of all the doctors that are available. So So what this customer did in a very similar flow like this is they sent a lot of that summary of benefits and that content digitally. They then looked to see who was engaging in that content digitally, and that would determine what the next piece that they received was. Everybody got a direct mail piece, but the people who engaged in the digital content only got a letter with their membership card. For people who did not engage in that digital content, they got the complete package. It was a pamphlet with the summary of benefits, the list of doctors in the area, um, a couple of other health and wellness type of collateral, but a much more costly send. That alone helped them drive their overall print spend down by 56% because they were only sending what was needed based on the intent and the engagement that we saw. When we look at these types of things, we wanna, you know, we talk about like a higher tier, tiered mailer. Um, we wanna start to tailor to who the recipient is. Um, you know, if it’s a young family, if it’s an, if it’s a retired couple, um, if it’s an executive versus a champion, all of this data that you have in your system can be utilized to personalize this overall experience. In this example here, you know, if we send a, uh, high impact tiered send like this, um, executives might receive the backpack, a Frank Green water bottle, and a spiral bound book that offers marketing insights, um, to kind of what’s going on. So very, you know, high level, but executive oriented. For trying to accelerate the sales cycle with champions and key stakeholders, we might replace the water bottle and add in a drink holder, um, something a little less costly, but still really high impact. And then when we talk about influencers, we may only send the bag and then some additional information that’ll help them just see the benefit of continuing the conversation, um, which is that tier three example. We talk about the pro tips here. Um, a couple of things to do is choose the theme that aligns best with your brand identity. Um, so if it’s your, you’re a fun brand, we want to use fun items. If you’re a more, um, um, serious brand, we wanna use items that reflect that in the appropriate way to keep that brand compliance piece intact. When we you might consider sending multiple pieces to contacts across the account, or in the b to c space, hitting an entire neighborhood at one time. This creates what we call ground swell, so you start to get more word-of-mouth marketing. Um, if everybody in the neighborhood gets a postcard on the same day, there’s likelihood that more people are talking about it. You get more communication, more interest generated. So consider things like that, high impact deliveries all around the same time. Um, and then if if possible, let’s send delivery notifications to, you know, people that can actually follow-up. You know, Hey, you just got a packet. Would love to go through pages six through nine with you. Or You just got an ROI calculator. Let’s do some quick calculations to see if it’s worth your time. You can start to make that interaction much more of a peak, as we talked about earlier. That milestone is going to become a peak when we tie the phone call, the email, the digital, the direct mail, all into a single orchestrated journey, and that’s really what these pieces are designed to do. Finally, uh, we have an adoption play. So this play is great to increase usage and adoption of your tool by setting milestones throughout the campaign. Um, leveraging the economies of scale will help you reduce the overall cost and ensure a budget friendly yet impactful campaign. Um, so for example, if you wanna send what you sent to the executives in the previous play may or may not be the same contacts that you are engaging with your tool on a day to day basis. So the higher tier gift would be new to contacts in the adoption plate. Another way to leverage economies of scale in this example would be to have similar items that can be sourced in bulk across a variety of sense. Boxes are a great example of this. If we can order the same size box for every SIN, then we’re gonna be able to reduce the overall cost of the play similar to this. Um, great ways to think about milestones, and I’ll actually give you an example using PFL here in just a minute. But if we need somebody to become loyal by entering their email address, um, logging into a portal, updating their information, making a purchase online, we wanna use that information to drive those behaviors. Because the more of those we can get complete, the more likely they are to stay retained, and this type of an example is a really good way to make that happen. So if we look at this particular flow, we want your, you know, if we look at PFL for this particular flow, we want customers to use variable data. So that’s gonna be that top flow across in there. And that variable data, we’re gonna send a reminder to, you know, the CSM as an example. CSM might drop them in and say, hey. You know, continuing moving up the maturity curve by increasing your variable data usage. Once we start to notify them and make them aware of that and bring the conversation to them, then once they get to the point where they start using that and they check that box off of the adoption plate, then we can reward them with the appropriate piece. Maybe we send them a water bottle and and make the messaging relevant to that milestone achievement. In a second example here, we have, you know, we’re gonna send another awareness where we’re trying to get, um, an evergreen campaign stood up. This is a campaign that’s gonna last for the next five years and just continue to truck along, and we’re gonna continue to reward them for that level of adoption. Um, and we might send them a sling, and you start to get the idea of how this might flow. We worked with a credit card company on the same example, where in order to get, consider the credit card redeemed, they wanted them to spend it at six different locations, a gas station, a restaurant, you know, a hotel, and they wanted to use that credit card in a variety of ways. So what they started to do is on a weekly basis, based on when the card was opened was the trigger, They would personalize and show them where they had used those pieces. And once they accomplished all six of those credit card usage criteria, then they got a $50 reward or credit onto their card. But what they found is once they got to six, they continued to use the credit card moving forward. If they only got them to use it at one, the drop off of usage decreased dramatically. So it was really important for them to promote and drive that adoption. Um, and so in their case, they did six adoption plays, um, and that resulted in one, you know, credit towards their their piece or reward towards their piece. So you’re starting to kinda get the point. The big plays that we do with a lot of this stuff is, um, triggering the right piece to the right person at the right time with the right messaging. Excuse me. So if we look at this, you know, another quick example when we look at the same products from the previous play, um, like the acceleration play example, and we use this milestone rewards for the adoption play, Um, it’s gonna make the items that you, you know, choose. We wanna make sure they all fit within the same theme and in the same mailbox or in the same box. Uh, this is how we’re gonna start to make a retention play, um, scale appropriately. Um, so milestone one, two, and three, you can see all of those are gonna fit into that same box, and that gives us that economy to scale that we’re looking for to help reduce the overall spend associated with things like this. This is more of a b to b example, but the same thing can be applicable for b to c. You You know, we send lower cost items. The credit card usage was a great example of that. Um, and at times, you know, this also might be tied to a referral. You know, you see a lot of those kinds of things. If you get a referral, we’ll send you a $25 gift card. If you provide a referral, we’ll send you a Yeti tumbler, um, a branded Yeti tumbler. The impact of that type of physical asset is the retention or the staying power, which is another pro tip. The item sticks around for a long period of time. If there’s conversations that can be had about the app item that was just received, that’s gonna start to generate that groundswell. It’s gonna generate that word-of-mouth marketing. And these are all examples of the staying power and the impact that direct mail can be, can have, especially when it’s timed and personalized to the right degree. So if there’s a few key takeaways on budget friendly direct mail is, um, you know, we wanna use a postcard to verify unreliable data. It’s a low cost touch. Data is gonna be the the biggest factor in a lot of marketing moving forward. I know there’s a, um, a whole path on that now. So the more data that we can get, the more valuable it becomes, and a postcard’s a great way to go out and get that. We want to use interactive mailers. So this could be something that’s folded creatively. It could be an oversized piece. Um, it you know, lots of times, it’s just a letter in envelope with the right message in the outside of the envelope. But we wanna use those to educate and qualify to drive towards that initial action that we want somebody to take. And then we want to make sure that we’re looking at the appropriate data to tier mailers based on what we know. If somebody’s engaged and visits your website on a daily basis, we can treat them differently than somebody who’s never interacted with your brand. Um, and we wanna make sure that we’re leveraging economies of scale when possible. Ordering a thousand of a box is a lot less expensive than ordering 50 of a box, um, as an example. So when it comes to the physical asset, the more economies of scale that we can get is how we’re gonna help keep these things budget friendly. The biggest thing to take away from this is data should be used to not only trigger the piece at the right time, but also to personalize the piece to make it hyper relevant to the individual. And when I say trigger, if the trigger is an email, the email gets opened. Within seconds, the print production should be started to try to shorten that timeframe as much as possible. So the impact of doing this with all of the data that you have available in your digital channels makes direct mail more than worthwhile, especially when we look at the budget friendly direct mail approaches to really increase the overall effectiveness and the ROI associated with these types of sets. Hopefully, this was beneficial to everybody. Um, lots of ability to answer questions. So if you have questions, make sure you’re putting them into the chat. Um, happy to go through and answer any direct questions about, you know, how these flows work or how the data works or where we might pull that data from. Um, hope it was beneficial. And, again, if there’s any questions, please let us know. We’ll stick around for just a couple minutes.

Speaker 0: That was awesome, Brent. Thank you so much for that. Like Brent said, we have few minutes. We have about fifteen minutes before the next session. Um, if we don’t get any q and a in the town, we will end early and you can have a nice little snack break before the next session. What do you have going on today, Brett? Any other sessions that Marjorie and your attending? We actually have the closing keynote for today, um, coming up on data cloud and marketing cloud starting at 3PM. Do you plan on

Speaker 2: it? I

Speaker 1: plan to be in on that one, and then I will also be doing some, um, of the demo jam on Friday. So I’m looking forward to that, and, uh, hopefully, we’ve taken on the gold.

Speaker 0: That’s right. Absolutely. And just for a reminder, we are sending swags. We have about 10 Trailblazer hoodies, um, that we need to get out and send. So please engage in the chat and the QA tab, not just this session, but all the other sessions. That’s how we are picking the winners. Um, other than that, let’s see. Nick, you made a comment. I used to work for structural graphics. We did lots of high impact dimensional mail. Okay.

Speaker 1: That’s great. We should definitely, uh, have a chat then. You can understand how digital data can start to impact those and make them even better.

Speaker 0: Alright. Awesome. If you can go ahead and oh, Rachel, we’re running a seed packet campaign right now. Interesting. Rachel, let us know in the chat if you’re willing to come on stage and tell us a little bit about that. Um, you can totally say no. You know, if you’re not camera ready, you can totally say no. Um, okay. Awesome. If you head over to the q and a tab, just post random things in there. This is how we have to invite people on stage. Just post anything in the q and a tab, and I’m gonna invite you in the video q and a section. And I’m gonna invite you, and you’ll just have to accept. Yeah. I’d love to hear a little bit more about that.

Speaker 1: And I noticed that Rachel is in Bozeman. So for everybody on the line, um, PFL is actually based in Bozeman, Montana of all places, and we’re sitting with snow on the ground and, uh, uh, single digit temperatures here recently. So completely opposite than what I guess most of you are doing.

Speaker 0: Rachel, head over to the video q and a tab and post something there. That’s how we’ll get you on camera here.

Speaker 1: Oh,

Speaker 0: you don’t see that. Oh, I see you. Hello, Rachel. Hi. It’s a raise hand button.

Speaker 2: Hi, everyone. I am in Bozeman. Hi, Brent. Are you in

Speaker 1: Hi, Rachel.

Speaker 2: In Houston?

Speaker 1: I’m in Bozeman.

Speaker 2: You are awesome. Well, I work for American Prairie. It’s a nonprofit, and we’re based in Bozeman and other parts of Montana. And we’re running a I I joined this because not that I’m on the team that decides what kind of marketing strategy we’re doing, but I had the idea of a postcard. And so we purchased a list from a local company to to try and reach new Montanans, and so we sent a postcard with a QR code on it to a special link on our website to request a seed free, like, wildflower seed packet. We’re running that right now.

Speaker 1: I love that approach.

Speaker 2: Yeah. We didn’t go with PFL. Sorry. I don’t know who who was on the list. I think we’re with another local printer, but a small a smaller

Speaker 1: That’s alright. You know? We can’t wear them all here. You can help.

Speaker 2: But that’s what we’re trying. So I was just checking out. We have 14 new names just from that, which is, like, you know, it’s less less or around 1% right now, which isn’t terrible. And we just we just mailed them a couple weeks ago. So we we’ve been testing free stickers and free free seed packets sort

Speaker 1: Mhmm.

Speaker 2: See what generates more. We’ve gotten more donor from the stickers for some reason.

Speaker 1: What’s gonna be really interesting is the impact that the seed packets have over time. So once they get planted and the flowers grow, what’s that what is that gonna do to your response rates a year from now when they actually see the flowers being planted? So that’s something that we’ve we’ve seen with staying power, you know, as we talked a little bit about is how you treat, you know, when we talk about new students as an example, we do a lot with universities to welcome new students. And the new student that receives a package acts completely differently when it comes to alumni donations. So four years after their experience of a new student, that’s when they actually start to see the big impact for alumni. So it’s a really cool campaign. Takes a long time to prove out.

Speaker 2: And we did talk about how now in Montana, it’s you can’t put flowers anymore because there’s snow everywhere. So we were gonna maybe hold and do that again before anything in the spring, but it’s still cool to see the seed packet. It’s a pretty it’s a really pretty artistic packaging too.

Speaker 1: So I love it. I love we’ll have to connect up on this one a little more. Thank you for joining.

Speaker 0: I actually have a question. I have a question for you, Brent.

Speaker 1: Yeah.

Speaker 0: And this is pretty similar to what Nick just mentioned. How were you able to track QR code codes to get scans rather? What have you seen as far as tracking analytics, the different tech that people are using, and how they’re integrating, implementing, and reading all that data?

Speaker 1: So for a lot of our customer base, and when we’re really where PFL fits in the space is we integrate into marketing automation and CRM. So when an email is opened or not opened, we’re using decision flows to then determine where direct mail might fit into that flow. Um, so we’re integrated into those platforms, and then what a lot of times will happen is the QR code, because we’re able to receive data in real time, we can now personalize that QR code to the individual that’s receiving it. So we can actually make the website branded as Brent Alexander. Um, so lots of times, it’s visits to the website would be a way to track it. Um, form fills would be another way to track it. And then we do have technology that we can embed into the QR code so that it tracks when that piece is being scanned by Brent Alexander. So even if they scan it and just cruise around your website, we would still be able to see that through, um, the analytics. And what’s great is POFIL returns all of that data back into your marketing automation and CRM platform so that you can run complete attribution models instead of the traditional silo with direct mail.

Speaker 0: Oh, yeah. That’s cool. Alright. I don’t see any other questions. Nothing else going on this session chat. We are good to end here. If you have any other questions for Brent, he is on the demo jam come Friday. So more than welcome. If you wanna see the PFL tools in action, please join demo jam on Friday. We also have our closing keynote coming up in just about seven minutes here. So we hope to see you there. Otherwise, have a great rest of your day, everybody. Thank you.

Speaker 1: Thanks, everybody.