PURLS
Put a Personalized Website in their Mailbox.
If personalized direct mail is the gold standard for response rates in marketing, then Personalized URL's (or PURL) is the crown jewel.
A mailing addressed to you, personalized with your name and graphics that would appeal to you, and a website with your name on it is about as eye-catching as you can get. Many people would go to the website just out of curiosity!
Once on their personalized website, they would
• Find a website that matches the look and feel of their direct mail piece
• Is personalized just for them
• Easy to use and navigate
• As they navigate their site, data is collected on their preferences, interests,
purchasing habits, or any array of information you may be interested in gathering
about your potential customers.
PURL's can be configured in a number of ways
• Surveys
• Opt-in programs
• Special promotions
• Event signups
Once their visit has ended, that data is immediately available for you to view and act upon. Follow-up emails can be automatically sent or notifications can be sent to your sales staff to call while the lead is hot. A wide array of analytics are also collected about each visit that can help you better understand your target market and further develop a larger customer base.
By harnessing the power of personalization and the impact of direct mail, PURL's are integrated marketing at its best.
