Call 01525 300001 or PURL's Personalised web pages (Urls)
Personalised Purl's (PURL's)
PURL's bring direct mail and the internet together in an online offline marriage. Placing a PURL on a mailer or email maximises the power of the internet fro that medium. Unique web pages for each individual recipient creates a personal and engaging tactic that will get many recipients clicking through.
What are the benefits of PURL's
PURLs grab attention and enhance the chance of interest and therefore the beginning of a new relationship
PURL's are relevant to the recipient so are more effective. Content is relevant to the respondent and may be based on recent behaviour and their responses can be fed back in to the database for future interaction.
Statistics on PURL's show that users stay engaged for longer and they are the best way to engage recipients of direct mail pieces.
PURL's increase response rates typically by 50 - 100%! They also reduce cost per sale or acquisition. Statistic on PURL response rates are difficult to find due to the secretive nature of the marketers using them.
PURL's are easy to measure. You can see when action is taken, length of engagement, cost per lead or conversion, behaviour, trends and who may be an influencer and directly measure return on investment of your campaign.
What are they used for?
PURL's can be used in campaigns for many reasons but commonly they are used for:
· Lead nurturing
· Enrolment
· Renewels
· Direct sales
· Donations
PURL's are ideal for any brand looking to create engaging campaigns to get people online from a good database.
Making PURL's work for you
PURL's should be seen as a long-term investment not a one hit wonder. PURL's if kept and updated regularly can be your main source for engaging with your customers and banking recent data which can be pushed into further campaign touches or directly to your sales department.
A cohesive approach is required to ensure uniformity of design and messaging occurs across all media channels involved in the campaign
It is important to include a relevant offer to encourage the click through.