In the first two posts for our "Focus On" series, we discussed direct mail letters and postcards. We also discussed how to take your direct mail marketing to the next level by incorporating more than one marketing strategy. Tools such as a PURL and QR Code engage those who may be less inclined to pick up the phone and call you.
A PURL or Personalized URL is a unique website that is personalized for each recipient of a direct mail or email marketing campaign. The PURL literally contains the name of the recipient in the web address. When a direct mail or email recipient goes to the website listed, it will be personalized with their name. Personalized URLS help you engage your audience, not talk at them.
If you are a business that has access to a database, you should be including PURLS in your marketing campaign. Here's why:
- According to the DMA, 42% of direct mail respondents prefer to respond online.
- 81% of Marketing Executives agree that target direct marketing campaigns outperform mass-market campaigns
- Well executed multi-channel marketing campaigns generate a sales lift of 7-37% versus traditional marketing approaches.
- According to MindFire, Inc., studies have shown that more than 42% of direct mail recipients prefer to respond online. Personalized URLs provide a convenient response option.
One of the most common ways that people use PURLS is for lead nurturing. Your business can use a landing page to collect specific information about a prospective client. A questionnaire style survey will help you identify:
- demographics
- budget
- authority
- timeline/need
- behaviors
Another great way to use a PURL is to drive current clients or customers to renew a membership, contract, or subscription. A PURL should mimic your marketing materials. Consistency is a big factor in making sure that your prospect does not get confused by your offer. Don't let your prospect arrive at your PURL and think, "Why am I here?" If you present your message that you gave in your direct mail piece, the prospect will know he is in the right place.
One of the other benefits of a PURL is the built-in testing possibilities. Feedback from your tests can be available immediately. Make two separate templates and then segment your list in half. Send one template to the first half of your list and the second template to the other half. These segmented lists allow you to view which template had better respond rates over any given period of time. Target Marketing magazine said it best. "Once you start exploring the possibilities of a PURL, which can be personalized to any degree that your budget can bear, you'll come to see them as an invaluable tool."
Ready to get started on your next Personalized direct mail campaign? Let Synergy help you!
Give us a call today at 714-824-3780 to speak with one of our friendly and knowledgeable sales representatives. Or you can get a free quote by visiting http://www.synergyvxpromotions.com
