PURLs <ul><li>Dramatically Increase Response Rates </li></ul>
<ul><li>A Personalized URL, or &quot;PURL,&quot; is a unique website personalized for each recipient of a direct mail, or ...
<ul><li>The PURL literally contains the recipients name in the website address itself.  </li></ul>
<ul><li>When the recipient goes to the Internet and types in the PURL, they will be greeted with a website that is persona...
Benefits of using PURLs <ul><li>Peak Curiosity PURLs catch the attention of your prospects and opens the door to further c...
Ways to Use PURLs <ul><li>Lead Nurturing Collect additional information about your visitors and push responses to sales te...
Who are PURLs for? <ul><li>Any business looking to engage with their customers uniquely, or those that have access to a da...
Who uses PURLs? <ul><li>Thousands of companies are using PURLS to manage their cross-media marketing campaigns. Here are s...
Quick Tips <ul><li>Cohesiveness is Key The mail piece, email, and microsite should all look very similar. This way the rec...
PURL Statistics <ul><li>According to the DMA, 42% of direct mail respondents PREFER to respond ONLINE.  Direct Marketing A...
PURL Statistics (cont.) <ul><li>Only 3% of marketing executives had not produced a single personalized campaign in the pre...
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Introduction to PURLs

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An introduction to Personalized URLs (PURLs)
- Definition
- Examples
- Benefits
- Usage
- Tips
- Statistics

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Introduction to PURLs

  1. 1. PURLs <ul><li>Dramatically Increase Response Rates </li></ul>
  2. 2. <ul><li>A Personalized URL, or &quot;PURL,&quot; is a unique website personalized for each recipient of a direct mail, or email marketing campaign. </li></ul>
  3. 3. <ul><li>The PURL literally contains the recipients name in the website address itself. </li></ul>
  4. 4. <ul><li>When the recipient goes to the Internet and types in the PURL, they will be greeted with a website that is personalized to them. </li></ul>
  5. 5. Benefits of using PURLs <ul><li>Peak Curiosity PURLs catch the attention of your prospects and opens the door to further communication. </li></ul><ul><li>Increase Response Rates PURLs typically increase response rates by 50-100%! </li></ul><ul><li>Higher Engagement Visitors who go to their PURLs tend to stay engaged longer and have higher conversion rates. </li></ul><ul><li>Instant Follow-Up Receive Real-Time email alerts for your sales team to follow up with interested prospects. </li></ul><ul><li>Highly Trackable Track who visited their PURL, when they visited, and how interested they are. </li></ul>
  6. 6. Ways to Use PURLs <ul><li>Lead Nurturing Collect additional information about your visitors and push responses to sales team in real time. </li></ul><ul><li>Enrollment Encourage enrollment for trade shows, classes, or memberships. A pre-populated form makes enrollment easy. </li></ul><ul><li>Renewals Easily renew a membership, contract or subscription by simply visiting the PURL. </li></ul><ul><li>Direct Sales Suggest products based on past purchase history. </li></ul><ul><li>Questionnaires Provide your customers with an quick and easy way to give feedback. </li></ul>
  7. 7. Who are PURLs for? <ul><li>Any business looking to engage with their customers uniquely, or those that have access to a database for a marketing campaign. </li></ul>
  8. 8. Who uses PURLs? <ul><li>Thousands of companies are using PURLS to manage their cross-media marketing campaigns. Here are some of the major US brands that are using PURLS. </li></ul><ul><li>MicrosoftNike, Team JordanThe Houston RocketsFordDiscovery ChannelSony </li></ul><ul><li>KodakHPMotorolaHarvard UniversityComcastFirst American Corporation </li></ul><ul><li>KodakHPMotorolaHarvard UniversityComcastFirst American Corporation </li></ul><ul><li>BMWNestleKawasakiFrito Lay </li></ul><ul><li>House of BluesSage Software </li></ul><ul><li>House of BluesSage Software </li></ul>
  9. 9. Quick Tips <ul><li>Cohesiveness is Key The mail piece, email, and microsite should all look very similar. This way the recipient knows they are part of the same campaign. </li></ul><ul><li>Short Domain Name A simple, short, and memorable domain name will strengthen the campaign. </li></ul><ul><li>Be Crystal Clear The visitor should know exactly what your offering within 5 seconds of looking at your message. </li></ul><ul><li>Don’t be Creepy Try not to use personal data in attempt to be more relevant. Just because you know that your visitor has 2 little girls at home, doesn’t mean you need to say it. </li></ul><ul><li>Test, Test, Test You’ve heard it before, but PURLs allow you to test at a much deeper level than traditional marketing. Take advantage of it. </li></ul>
  10. 10. PURL Statistics <ul><li>According to the DMA, 42% of direct mail respondents PREFER to respond ONLINE. Direct Marketing Association &quot;2007 Statistical Fact Book&quot; </li></ul><ul><li>According to the 2004 report from PIA/GATF's Digital Printing Council, the response rates for a customized color direct mail campaign [including PURLs] average 21%! Compare that to traditional direct mail response rates hovering around 1.3%. Interquest, &quot;Variable data imaging Opportunities with Digital Printing Presses&quot; </li></ul><ul><li>When a group of service providers were asked which tools or priorities would grow in importance in 2009, 87% indicated Digital/Online Integration. Winterberry Group, A Channel in Transformation:Vertical Market Trends in Direct Mail 2009 </li></ul>
  11. 11. PURL Statistics (cont.) <ul><li>Only 3% of marketing executives had not produced a single personalized campaign in the previous year. Patricia Source &quot;Data-Driven Print&quot; 2006 </li></ul><ul><li>Well executed multi-channel marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches. Internet Advertising Bureau </li></ul><ul><li>81% of marketing executives agree that target direct marketing campaigns outperform mass-market campaigns. Patricia Source &quot;Data-Driven Print&quot; 2006 </li></ul>

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