Adding Personalised Landing Pages (PURLs) to your next direct mail campaign can increase your response rate and help you better understand your prospects and customers.
PURLs FAQ
What is a Personalised Landing Page (PURL)?
A PURL is a web page customised for prospects and clients to reply to direct mail. When you include a PURL, you provide your prospects with a convenient online alternative to the traditional response methods such as callcentres and business reply cards. In fact, recent studies have shown that around 42% of customers and prospects prefer to respond online. The reward for them is an easy to access response to the direct mail shot which gives them a web page customised just for them or the offer. Your prospects access their PURL by entering a URL (a web address) which you provide on their mail shot. This URL directs them to a specific webpage personalised to each mail recipient (e.g. www.yourdomain.co.uk/customername).
When your prospect or client sees their name is in the actual URL (website address), they will be compelled to visit it. Using a PURL activates many psychological buying factors that can dramatically increase your response rates and the amount of time prospects stay on your landing page.
The Curiosity Factor
Pure curiosity will drive your prospects to visit their own customized webpage immediately. When your prospect visits their own personal URL, they are blown away when the entire page is customized with their name. They will love the fact that you have taken the time to create a page just for them. This creates an instant bond because they believe that you have already gone out of your way to get their attention. It makes them feel important!
If you are marketing a product, service, seminar, trade show, workshop, or anything else, industry measures show that using PURL marketing can increase your response rates by 4 - 5 times or more!
How do PURLs work?
One example could be: A direct mail shot invites the prospect to visit their PURL where they are invited to register and find out more information about the offer, product, or service.
- A Registration Page captures or confirms profile information about the prospect (e.g.address, phone, email).
- A Questionnaire Page captures information relative to a specific campaign. Based on the prospect's answers, a lead can be distributed to the appropriate staff member or desk for a follow-up call.
- A Thank You Page is displayed after registration and the questionnaire, with links to further information about the product or service (e.g. white papers, online product demonstrations, and so on), or further offers or related products or services.
- Each step of the process is carefully tracked in order to monitor the response rate of the channel, the click-through rate of the questionnaire and the conversion rate of the leads.
What are the advantages of using PURLs?
Flexibilty
PURLs offer great flexibility as you can tailor or customise the page for a particular offer, or for each customer to make it truly personal.
This flexibility means the benefits of a PURL are numerous.
- For a new product launch.
- For generating repeat business
- For generating referrals
- For customer relations marketing
- and so on...!
The results can be monitored easily
As prospects receive the direct mail piece, they can conveniently respond to the offer online. With analytics built into the website, you can see which clients have responded by accessing their PURL, and match those with the ones that actually responded to your offer or questionnaire. Through this ability to analyse the results so easily, this gives you the ability to alter the PURLs in either the next batch of direct mail, or the next mailing you send. You can see what works and what doesn't, and at which point in the process this occurs, giving greater management of the process and resulting in less wasted time and resources.
We provide personal URL solutions for clients in Warrington, Manchester, Liverpool, Wirral and throughout Cheshire, Lancashire, Merseyside and beyond.
Contact us today to discuss how using PURLs can increase sales and improve customer relations.