Introduction to PURL’s
You may have heard the term PURL used recently. This relatively simple concept, executed properly can have fantastic effects on your direct mail campaigns.
PURL stands for "Personalized URL". Defined simply, a PURL is used on a direct mail piece to create a unique call-to-action for the recipient. When the direct marketer produces their material, a variable data printing process is used to imprint a unique ID into a URL. Example:
joe.k.smith@yourawesomeautoloan.com
susan.b.andrews@yourawesomeautoloan.com
The benefits of this simple addition are clear:
- You can track user activity with your analytics package in great detail. By providing an immediate, personalized response method, a simple login, even without any further action helps you understand what is producing conversions, and what's stopping them.
- It's exciting! The novelty factor comes into play here. When a recipient picks up a piece and see's an offer that is truly personalized for them, they are more likely to respond and, if you on-site copy is strong, more likely to buy.
- You can tie in a lot more data than you could with a mail piece. If your database has info about recent purchases, you can present several different buying opportunities based on the data presented by the user. Furthermore, you can request users verify their address and phone number to help keep your data fresh.
Some other simple ideas you can use to improve your marketing efforts with PURL's
- Free, online printable coupons. Customized for users, this reduces your costs.
- Allow users to forward their PURL to friends. Use the same technology to grow your list!
- If users agree to it, add them to your email marketing list, so you can now communicate with them through direct mail and online. Multi channel marketing helps maintain relationships, and has clear effects on long term buying patterns.
We'll talk more about PURL's and customized mailings in the next several weeks. For now, think about how a PURL could help your next direct marketing campaign succeed!
