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Executing Personalized Marketing Programs April 20, 2009

Posted by Mike Gospe in Integrated Marketing.
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Been wondering about PURLs  (Personalized URLs) and how to apply them in your integrated marketing programs?  Check out this new blog post from Mary  G. at KickStart Alliance.

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1. Anthony Casimano - July 15, 2009

PURLS
(Personalized URLs)

The Personalized URL (PURL) is a very powerful Direct Marketing tool. Used in conjunction with Variable Printing Data, PURLs can help you surpass your most ambitious marketing goals. A PURL is really just a simple, personalized website. By adding a PURL (such as CustomerName.GrowYourBiz.com) to a Direct Mail piece, you can create an incomparable cross marketing campaign. As noted by the Direct Marketing Association (DMA), a PURL can:
 Increase response rates by as much as 400%
 Reduce cost per lead by 50%
 Secure invaluable information about each customer
 Convert prospects into loyal customers
 Enhance your Customer Relationship Management (CRM)
 Equip your sales force with highly qualified leads
 Track and measure campaign responses in real-time

Additionally, recent industry studies reveal that nearly half of direct mail recipients prefer to respond online. In fact, one quarter of recipients will only respond on line. Metro Data & Mailing can help you capture these valuable leads by creating a PURL to reinforce every direct mail piece created through our Variable Data Printing.

Considering their widespread reach, PURLs are certainly one of the most cost effective means to increase response rates. In fact, they can easily fit into virtually any marketing budget at just a few cents apiece. Metro Data & Mailing can help you create hundreds or thousands of customized PURLs in record time utilizing your customer database or mailing list.

PURLs will also help propel your marketing efforts to the next level. You can secure information not available through conventional campaigns with a single, general web site link. And you can use this information to determine the effectiveness of your marketing, learn more about your customers, provide your sales force with hot leads and grow your business.
Two Great Resources for PURL’s are:
http://www.metrodm.net
http://www.pennyapurl.net
These systems are far more sophisticated than other software out there, fully customizable, and far less expensive as they are the creators, not distributors.


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