Direct Mail Meets the iPad
A PURL campaign allows the conversation begun by your mailing piece to be continued on the web. Statistics from the Direct Marketing Association bear out that the response rate for direct mail pieces including a PURL are 50% greater than those without (average response rate 3.4% without and 5.1% with personalized URL).
PURL stands for “Personalized URL” and is simply a web address that includes the recipient’s name. When the consumer keys his or her very own web address into their iPad’s browser, presto, they are taken to a web page welcoming them. This web page does not merely include a call to action, incenting the consumer to respond to the sender’s offer, but can also be used to gather critical data, as well as capturing the recipient’s email address for future marketing efforts. So now your prospect is online, and the process of web commerce has begun, with YOUR company’s product or service first in line.
A successful campaign utilizing a personalized URL starts with a properly designed mail piece. The size of the piece should be no smaller than 5 1/2 x 8 1/2 to accommodate the PURL copy and outgoing address and barcode, and still have sufficient real estate to adequately convey your company’s offer. The beauty of this marketing method is that the message that begins with the physical mail piece is continued online.
Your message on the physical piece needs to be only compelling enough to get your consumer on their iPad (okay, or android device or PC). Once on the web, you can steer the conversation where it will have the greatest positive impact for your potential customer, and the best end result for your company. In other words, the mail piece only needs to be an effective teaser, the meat of the offer can be online. That being said, always include a phone number on your mail piece for those folks who are so excited by your offer that they can’t wait to go to the web.
During your PURL campaign, you can go to an online job board which gives you access to a very detailed level of tracking. For example, if a PURL Site has a landing page with multiple pages, you can track which visitors progressed through the process and identify which visitors clicked through which pages. This will help you identify a stronger group of leads.
Your PURL campaign will allow you to get your prospect to the web, where most consumers are making decisions today, and YOUR company’s excellent product or service will be at their fingertips, right where you want them.