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Purls of

Wisdom

Combining the Power of Internet with Direct Marketing Mail Campaigns

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Statistics and Trends

• According to the DMA 33 % of people respond to direct mail by going online

• Personalization, one-to-one communication and relevance can increase the response rate up to 500%

• 92% of consumers say they regularly research products, services and companies online before they buy

This is why… Personalized URLs (PURLS) are the answer!

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What is a PURL?

• Online personalization like never before!

• In the digital world, a PURL is a unique Personalized URL or Web address personalized for each customer or prospect

• Example of a PURL that incorporates the recipient’s name:

www.website.com/jeff0001

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What are the benefits of PURLs?

• Increased Response | Lift response rates at least 2x typically

• Highly targeted | Reach respondents with variable data and images

• Creative Opportunity | Appeal to segments

• Multi-media marketing | Integrate and expand the direct  mail message or offer

• Track & Manage | Capture real-time activity

• One-to-one communication | Builds relationships and  creates loyalty

• Instant Measurable results | Analysis for future campaigns

• Actionable results | Drive customers to your website and  physical locations

• Sales Opportunity | Route leads to sales representatives for immediate follow up

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How to use PURLs

PURLS can be part of an ongoing integrated communications program or they can be used as a feedback and lead generation mechanism for a one-time direct mailing program

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SEND A DIRECT MAIL PIECE

• Include the recipient’s PURL in the traditional direct mail piece

• When receiving the direct mail piece, the recipient will go online, type their URL and access their own Web page with information relevant and unique to them

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How to use PURLs RECIPIENT VISITS THEIR PURL SITE• Information from the database is used to tailor

the Web page experience to the specific recipient – messaging and content is individual, relevant and timely

• Personalization ranges from the recipient’s first

and last name and contact details to relevant messaging, service offerings and choice of images

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• The prospect visits their PURL landing page which entices them to register or find out more information about the offer

• A Questionnaire page can capture information relative to a specific campaign

• The Registration page captures or confirms profile information about the recipient

• A Thank You page thanks the prospect for the visit and provides useful follow-up information

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How to use PURLs

TRACK THE RESULTS• Track the online activity – Capture the visits to

the personalized landing page

DATABASE• Gather new information to update your database

– Use data captured to tailor the Web site or future communications with product offerings and sales messages that are more relevant to each individual

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Challenge:Update the contact details of

clients working with Direct Mail

Strategy:1. Send out direct mail piece

with a BRC and a PURL to capture the recipient’s information

2. Create a personalized landing page for each recipient with their pre-populated information to update

Results:22.05% response rate online

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Looking for Marketing solutions?

SilverState Marketing Solutions can help you build direct mail marketing campaigns for any Industry

Our expert sales and production team will make the difference for your next event.