An increasingly important component of direct marketing campaigns is the use of personalized landing pages (PURLs) for your visitors. With PURLs, you automatically generate a custom landing page for each recipient, usually with a Web address that includes their name or some other personal information. When they visit their PURL, the page is customized with their name, contact information or other information based on the offer and the campaign.
Not only does a PURL offer your recipients an effective way to respond, it gives you the ability to do real time tracking. As soon as someone clicks on the link, or types their PURL into their computer, you know who responded … and you can see exactly what they’re doing as they’re doing it. It can also be immediately routed to your sales person to do follow-up.
According to the InsideSales.com/MIT Lead Response Management Study Overview:
Using PURLS as response channel gives you the ability to follow up in a timely basis to secure more business. Whether you’re a B2B, B2C or nonprofit organization, PURLs allow you to create a more personalized response mechanism for your direct mail and email campaigns.
Research shows that compared to average response rates of 1.7%, the use of PURLs can increase direct mail response rates to over 3% for direct sales, to 5% for lead generation, and 6% for lead nurture and loyalty (and over 7% for fund raising). What would these response rates mean to you in reduced mailing costs and increased sales?
Let’s get personal! Talk to us today about using PURLs and other forms of personalization in your next campaign.