A valuable tool in direct mail and email campaigns, PURLs or personalized URLs are landing pages for each recipient. For example, a direct mail piece to Bob Smith might urge him to visit FreeOilChange.BobSmith.com.

The landing page can be personalized with the recipient’s name and address or anything else that you have in your database. Some tips on winning with PURLs:

  1. Optimize your opportunity. Include a video demonstration, downloadable information, a survey/questionnaire, or a special incentive/offer on the landing page.
  2. Keep the content personal and relevant. Creating a personalized landing page with relevant messaging can increase conversion by 2.3 times.
  3. Make it easy for visitors to enter their contact information by providing pre-filled forms and a clear sequence of requested actions.
  4. Track responses in real time. You can monitor the effectiveness of your campaign and make necessary changes on the fly. Scheduling the next wave of communications can also be done with ease.
  5. Use it to cleanse and expand your customer database. The online forms you provide allow recipients to enter/update their contact information easily.

For ideas on improving your next direct mail campaign, talk to the experts at Allegra.

DID YOU KNOW…

According to a recent study conducted by the Direct Marketing Association (DMA), 43 percent of consumers prefer to respond online to direct mail.