Direct Mail Is Alive and Well – PURL Marketing
Posted By Industrial Web Solutions Marketing Team on December 14, 2009
Not exactly new but maybe new to you, PURL, which stands for personalized url (web page address or domain name), is a measurable way of personalizing and tracking direct mail campaigns using the power and flexibility of the internet.
How It Works
The first order of business is to segment your mailing list so you can design a campaign that specifically targets each group with a personalized message and offer. The direct mail piece you create will provide each recipient with a specified url. Respondents who visit the web address they are provided are greeted by a web page individuated with content specifically tailored to them.
The beauty of this approach is the personalization aspect, making the customer feel you are speaking directly to him or her and no one else, and the ability to track results in real-time right down to the specific customer level. You are able to learn what recipients responded to, what they interacted with, and what they did ultimately such as make a purchase or submit a request for quote. Because results are monitored in real-time reports can be generated and campaigns tweaked as soon as you need them to be to ensure the greatest possible revenue-generating or lead-generating results.
Many factors influence the outcome of a marketing campaign. The ingredients are pretty basic:
- Segment your mailing list
- Keep your offer highly focused to target each group of recipients
- Set-up domain names
- Personalize the offer and the landing page (PURL) experience
- Track results
- Monitor campaigns closely, generate reports and make adjustments to improve campaign results where necessary
Services are available to enable you to establish and track domain names for PURL marketing. Without a doubt a compelling offer and personalized experience greatly improve marketing response rates. If done well, the respondent agrees with the logic presented and is made to feel good.
Hi,
Nice intro on pURL usage with direct mail. I am the founder of a pURL platform called Boingnet. The application is extremely powerful and has been used recently to power some major direct marketing campaigns. I would love the opportunity to talk with you about how we might work together.