Direct response advertising is still the best way to get new customers and sell merchandise, but response rates have been disappointing for just about everyone. Lets discuss why response rates have trended down, and review a technology that can reverse that trend.
The competition for the attention of a potential customer have increased exponentially. The number of messages view per day is mind numbing. TV, print, direct mail, email, and messages to mobile devices can cause a customer of prospect to tune out the noise. At the same time postage rates are going up and the results in a poorer ROI. So what should a marketer do?
One proven way to overcome the problem is to add PURL’s or personal web sites to a direct mail or email campaign. With a higher level of personalization the attention of the customer is achieved and 1 to 1 marketing relationship can begin. As an example of the power of this technology consider why you are participating in this demonstration. I am sure you receive lots of mail. So why did this particular piece prompt you to take a look. I suggest that seeing your name in print and as part of a web address stimulated your curiosity and your couldn’t resist taking a look.
A PURL is a URL address that takes the form of your customers FnameLname.YourCompanyCampaign.com. And as such they are a very effective attention getter.
Besides the curiosity factor there is some science behind the phenomena. The DMA published a study suggests that the PURL process is what the public wants. Since 51% of the population have access to the internet, 73% prefer to receive product and service offers via the US Mail, and 43% per the anonymity of responding on line, it makes sense why PURL’s work.
The PURL process is very simple. You provide us with your mail list, a design of your direct mail piece, and a design for your landing pages. If you prefer we can assist you the design. Infocomm will upload and host the PURL’s on the Internet and will produce the personalized direct mail piece that features you offer. When the recipients enter the Personal Web Site into their browser the 1 to 1 marketing relationship begins. When the recipient leaves the web site an email is sent to your contact person with any updates to their contact information and any special requests such as have someone contact them.
Take a look at the PURL sales cycle. From a database of customers and prospects a postcard or email campaign is created with a unique personal URL for each individual. After completing the request function a thank you email is generated and your sales representative is advised of the individual activity which prompts a direct sales call to a individual that is interested in your product or service. It sure beats cold calling.
Take a moment to review the various Marketing Campaigns that will benefit from the use of PURL’s. In a down economy there are more companies chasing fewer opportunities, so why not give your company an edge.
PURL’s make sense for any direct mail campaign, but before you execute an email campaign or Mobile text alert you need to get the individuals permission. Part of the PURL landing page design is having check boxes or radio buttons which grant permission to send email or texts. Getting permission can save you a lot of hassle in the future.
A PURL doesn’t negate the need for a good mailing list, a compelling offer, and a well designed campaign, but you should be able to double your responses on any given campaign vs sending out the same mailing without the PURL.
Presentation Using PURL's
Are Your Direct Response Rates Disappointing ? Here’s why & How to correct the problem!
Direct Mail Response Rates <ul><li>Direct response rates have been flat for </li></ul><ul><li>last few years </li></ul><ul><li>Postage rates continue to increase </li></ul><ul><li>The result is a reduction in ROI for all </li></ul><ul><li>direct response campaigns </li></ul>
Which Creates a 1 to 1 Marketing Relationship or Getting Personal with Prospects & Customers To Overcome this Problem try PURL’S
What is a PURL? Personalized URL’s are the the most effective online response option available today JohnSmith.Company.com Recipient’s Name Campaign Web Address
<ul><li>Why Do PURLS Work? </li></ul><ul><li>According to the </li></ul><ul><li>Direct Marketing Association: </li></ul><ul><ul><li>51% of the population has access to the Internet </li></ul></ul><ul><ul><li>73% of consumers prefer to receive product and service offers via the U.S. Mail </li></ul></ul><ul><ul><li>43% of consumers prefer to respond to an offer online </li></ul></ul>
<ul><ul><li>Provide Infocomm with an Excel Document of your mailing list. </li></ul></ul><ul><ul><li>Provide Infocomm with design files for your Direct Mail piece. </li></ul></ul><ul><ul><li>Provide Infocomm with design files for the landing pages of the PURLS. </li></ul></ul><ul><ul><li>Infocomm will upload, host, and test the PURLS. </li></ul></ul><ul><ul><li>Infocomm will print the Direct Mail Piece using Variable Data Printing (VDP) technology. </li></ul></ul><ul><ul><li>Recipients of the mail will enter their Personal Web Site into their browser. A One to One personalized marketing relationship is established. </li></ul></ul><ul><ul><li>When the recipient leaves the PURL, an email is sent to your contact person. </li></ul></ul>How Does the PURL Process Work?