Justify Marketing Efforts With Accurate and Measurable Results
Are you satisfied with your ability to track direct mail or email campaign responses? Most CMOs are not! Chances are, since you're reading a blog about PURL technology, that you're not satisfied either and are looking for solutions.
Whether your knowledge of PURL technology is novice or advanced, you've probably heard the following terms: PURLs, personal URLs, microsites, microsite marketing, and personal websites. All of these terms refer to an interactive technology that allows advertisers to manage consumer data, track responses, and personalize customer service and sales in turn increasing response rates and ROI.
Okay, so how do you incorporate PURLs into your existing advertising? Setting up a PURL campaign is easy. By merging your database with PURL technology, a password-protected page is created for each person on the list in a matter of seconds! Each address can then be incorporated into a personalized email, or direct mail marketing campaign. Who doesn't want to see the offer waiting for them at TheirName.YourCompany.com? Once your customers or prospects take that call to action and visit the PURL they find it to be a familiar sight as it continues the look and feel of the direct mail or email. This is when you start to see the value in PURLs.
As good as the offer may be, PURL technology is worthless unless attached to a compelling email or direct mail piece with a strong call to action. To see an excellent example of customized direct mail used in conjunction with PURL marketing, check out Variable Thinking's website. Variable Thinking is a great example of a marketing firm that strategically uses personalized marketing with PURLs, achieving extremely high response rates for their clients.
As respondents fill out a few survey questions the information is imported into your database; sales is instantly notified of the lead by email or via their Blackberry or cell phone; the message contains their contact information and answers to survey questions; and sales can not only call while the prospect is interested, but the conversation can be personalized. Simultaneously, the prospect is sent a customized email based on their answers. If this were a PURL campaign for a car dealership, and the prospect stated an interest in SUVs from the current year only, then a follow-up email might have a picture of that car with a list of similar vehicles on the lot.
PURL technology is an easy choice for strategic advertisers since it can easily enhance any existing campaign and is extremely affordable. Everything you've just read can be achieved for just pennies per PURL.
Whether you refer to PURLs as personal websites, microsites, or personal URLs, PURLs will:
---Improve your market reach.
---Provide value to your organization with measurable, increased campaign performance.
---Route leads for immediate follow-up.
---Capture market intelligence to drive future sales and marketing success.
Are you using PURL technology? Share your thoughts and comments with readers!
RESOURCES:
Variable Thinking
PURL Marketing
