Direct marketers are finding pearls of wisdom in PURLs

Personalized URLs (PURLS) are becoming more main stream with direct marketers.

Here’s why. Mailers are finding that one out of two direct mail recipients prefer to respond online. Response rates with basic personalization and a PURL – will double the response – on average. When the database is applied with relevant information and list segmentation…response rates of 9-10% are possible.

So what is a PURL? It’s simply a landing web page that has been personalized with the recipient’s name. A direct mail piece provides a web address that goes to a personal landing page.

For example, a PURL address might look like this...
JohnSample.ShopABCompany.com. Better yet, check-out the back page of this newsletter. It includes a PURL for you - and an offer to register for a FREE gift. Be sure to visit your PURL, update your account and see first hand how a PURL works.

“Surveys show that PURLs are helping
direct marketers with tracking response”

Increasing response is not the only advantage of the PURL. It’s a response mechanism that is easy for the recipient, easy for the sender to measure response and is actionable in real time. Surveys show that PURLs are helping direct marketers with tracking response and measuring ROI. Utilizing PURLs makes much of the back end reporting easier.

Other benefits of PURLs include…

• Drive prospect to your web page
• Gain same day access to responses
• Provides more information than would fit on a postcard
• Funnel prospects further on line with links to other pages
• Ability to gather more data than would be possible on a reply card
• Version offers and sales pitches with the PURL rather than the printed piece

Digital printing enabled marketers to utilize many levels of personalization in direct mail. Now that technology is being combined with the internet to take personalized 1-to-1 marketing to a new high. PURLs give you the tools to build interactive relationships.

Get PURL-sonal with your next direct mail campaign. Visit your PURL and contact an A.M. sales representative for more details today!