PURLs

May 15, 2013
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PURLs

A Personalized URL (or PURL) captures the consumer’s attention by presenting them with a website customized to their interests and needs. Analytics are detailed and instantaneous; you immediately know who has visited their PURL, how much time they spent on each web page and have instant access to data input by the visitor.

Let’s start off by presenting two scenarios:

Scenario 1:
Your company sends out 1,000 direct mail pieces with information on how to call or come into your business to redeem a particular offer. Out of those 1,000 direct mail pieces, you get 50 people that respond – 30 that call and 20 that come into your location. You may have had an additional number of people who looked at your piece with some interest, but they either did not have the time to call or come in, did not feel like making the effort at that moment, or set the piece down only to forget about it later. Even though there may be people that are warm leads, you have no way of knowing who they are or how many of them there were.

Scenario 2:
Your company sends out 1,000 direct mail pieces with information on how to call or come into your business OR to visit a personalized URL to redeem a particular offer/get more information. Because there is no pressure to make a purchase or deal with a sales person, you get a larger majority of people that are willing to visit the PURL than may have wanted to call or come into your store. Because many people perceive calling or going in to a store more work than simply visiting a website, you are naturally going to get less people that do those. In addition, it takes more time for a potential customer to complete either of these first tasks, making it less likely for them to complete them.
For this example, let’s say 100 people visit the PURL. Not only do you now KNOW that you have 100 people potentially interested in your offer, you can reach out to them immediately to follow up (PURLs provide instant analytics.) With more interested leads to reach out to, you now increase the odds of making a sale. You also now have a larger bank of pre-qualified leads (people you know are interested in your product or service.) This doesn’t even take into consideration the additional people who do in fact call or come in to redeem.

The end story:
PURLs are proven to increase response rates in direct mail campaigns. In addition to instant response rates and the pre-qualification of leads, you are able to tap into the buying process of the prospect by providing them with information you already have about their needs and desires. The more targeted you can make their PURL, the more likely they are to follow through with their purchase.

Email Blast
Did you know that there is a way to maximize your Direct Mail results?
• Increase your conversion rates
• Make it easier for prospects to take action
• Get instant analytics on prospects that are interested in your offer
• Pre-qualify your leads
• Gain the ability to reach out to prospects immediately after they express interest


How can you do this?

Add Personalized URLs to your direct mail pieces!
A Personalized URL (or PURL) captures the consumer’s attention by presenting them with a website customized to their interests and needs.
Each URL is unique to the user, which means that, not only are they viewing information directly targeted to them, but it increases the chances of them taking action.

Analytics are detailed and instantaneous; you immediately know who has visited their PURL, how much time they spent on each web page and have instant access to the data input by your visitor.

PURLs are proven to increase response rates in direct mail campaigns!

CONTACT US today to find out more about how to incorporate PURLs into your next direct mail piece!

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