What may be hotter than Web 2.0? Personalised URLs (PURLs).
42% prefer to respond to a promotion online – Let’s make it more inviting and easier for them
The concept has have been around for several years, but only now with improved tools is it exploding and taking one-to-one marketing and lead generation to new heights. It encourages the growing numbers of people who prefer to respond to a promotion online, regardless of whether they heard about it from a friend, in an email, text, direct mail piece or personalised brochure.
PURLs are purpose-built web ‘landing pages’ with a strong call to action. They’re rapidly becoming the gems of the net. Key benefits:
Up to 10x higher click-through rates
Ensures a much lower cost per sales lead
Integrates Direct Mail, eMail & Mobile with the net
Provides real-time statistics about consumer behavior
PURLs don’t come in gift wrapped boxes or sold individually. They are most often sent as part of a direct mail piece or in an email. In this age of variable digital printing and mail merge, each recipient can receive an individual PURL in a company bill, sales letter, newsletter, postcard or other printed material. It is also easy to generate dynamic emails with a link to each person’s PURL in the message.
Still confused?
This quick 5 minute video below by small business marketing coach David Frey introduces purl technology very well. He also details some of the amazing results he and others have already achieved. To use his own words “it blends the power of personalisation, direct mail and the internet into one seamless marketing campaign”
The uses of PURLs are limited only by your imagination.
David’s example, although impressive, is still the most basic of purl options. There’s numerous ways to put purl campaigns together using print, email, even mobile phones! The uses of PURLs are limited only by your imagination. They can be used to obtain email addresses, to update or verify consumer information, for surveys, customer satisfaction feedback, special offers, coupons, as triggers for certain events such as a reminders to renew a subscription and more… One aspect which I think is a key part of the strength of personalised URLs is its ability to link and track marketing efforts across multiple media.
Taking off in the US Market
According to a recent US survey – 87% of corporate marketers are going to leverage PURL campaigns as part of their marketing initiatives in 2009! According to the survey:
- Multichannel integration, analytics, and data gathering capabilities ultimately drive more targeted, cost-efficient marketing programs"
- 87% of marketers intend to use digital solutions such as PURLS in ‘09 to link direct mail to other marketing channels." –Jupiter Research Feb ‘09
We can learn much from and take heart from the US experience. To setup your own mail/email + purl campaign email kevin@digitalmarketing.co.nz
Discussion
No comments for “Introducing PURLs – The New Treasure”