FIND PEARLS WITH ‘PURLS’
You’ve already read about how personalised direct mail delivers the highest response rate of all channels – to explode that result you need to take make that response as easy as possible and use it to create more value to you and your customer.
What is a Purl?
A purl, or personalised URL, is a unique website address created for all the prospects in your database. For example John Smith would receive
When the recipient types his address in to the browser (or clicks the purl in an email) he is taken to his own personal landing page or micro-site unique to him with his data ready loaded. Here you can ask him to enter a competition, download a voucher or whitepaper in return for his email, re-permission his data for the GDPR or collect preferences that can then be used to further personalize your marketing for his benefit.
At the same time as delivering a great experience to your prospect you are also making your direct mail completely measurable. You can track clicks and capture new information into your database allowing you to segment respondents and non-respondents and follow up with the required actions i.e. call respondents who have successfully completed the desired process or follow up with another mailing or an email to those who haven’t.
Who can use purls?
Anyone who is currently or intending to run a direct mail campaign can take advantage or purls in their direct mail marketing campaigns.
- Door dropping unaddressed static mailers
- Sending addressed mail but have no response mechanism
- Still using business reply cards
- Relying on legitimate interest to make contact
- Trying to re-permission/re-consent customer data
- Driving online interaction as part of your campaign
Offline to online
Printed direct mail and a purl is an easy way to direct recipients online so you can measure response and continue building your relationship in an ongoing campaign. To do this your campaign needs to be coupled with specific landing pages or a micro-site. We can create and manage these as part of the campaign completely separately from your currently website. From here you can collect further data such as their email address, target them through social media and other re-targeting services and nurture each lead through an omni-channel marketing campaign.
You can also use other offline to online techniques with our unique interactive print solutions
If you’d like to run more successful campaigns we’d love to help you improve your direct mail response rates and conversions so please do contact us.