How can LKCS increase direct mail response?
Our clients often ask this question. And, we are pleased to offer a new answer: PURLs. A PURL, or Personalized URL, (such as yourname.mypurl.com) is a unique web address that directs e-mail recipients to a web page personalized just for them. PURLs take direct mail personalization one step further – creating cross-media marketing campaigns that persuade prospects to access a personalized web site that enables you to collect more information from each recipient and use this data to display additional content, provide special offers, or drive future campaigns.
A few facts for you to consider
- According to the DMA, 42% of direct mail respondents PREFER to respond ONLINE.
- 25% of direct mail recipients will ONLY respond online. These people won’t call or visit in person.
- 55% of U.S. households have a broadband internet connection. With this number growing rapidly, you need an effective, MEASURABLE online marketing approach.
PURLs offer the following benefits
- Personalized URLs can dramatically increase response rates – some campaigns have boosted response rates by 400%!
- The challenge with traditional campaigns featuring a web site link has been the inability to know which particular recipient looked online but never made additional contact. These prospects remain anonymous unless there is a method to capture their information. PURLs automatically track ALL responses from your direct mail pieces. With our PURL software, we can identify every person that pulled up their personalized web page and track what they did on those pages.
- Well constructed PURL landing pages, gather more information from your direct mail recipients – identifying their interests, lifestyles, etc. You can then use this information INSTANTLY to promote your products and services in ways that relate directly to the respondent through personalized content, images, and offers. PURL landing pages also provide a great way to capture direct mail recipient’s e-mail addresses for ongoing e-mail campaigns.
- PURLs are not limited to direct mail. Include PURLs in e-mail marketing messages, print PURLs on your statements, and more!
- LKCS offers SECURE AND ENCRYPTED PURL landing pages. This means that your direct mail respondents can submit online applications or provide confidential information.
Best of all, PURL campaigns are affordable. The increased response rates easily justify the additional cost associated with these multi-channel campaigns. Here’s an overview of the costs involved in launching a PURL campaign:
- Initial setup and licensing fee. LKCS will register a domain name or subdomain for use with all of your future PURL campaigns. We will configure the system for you and ensure that you will be able to track the results of all of your campaigns.
- Campaign development. LKCS will design all PURL landing pages and interactive forms. We will provide a test site for you to review these pages. Landing pages can be dynamically generated based on existing data or recipients’ responses on prior pages.
- PURL generation. LKCS will upload your prospect mailing or e-mail list and generate PURLs for each recipient. Our PURL software automatically resolves any duplicates or other conflicts ensuring that each recipient has a unique PURL.
- E-Mail marketing. As part of your PURL campaign, LKCS can send e-mails to all prospects, people who have not responded, or to people who have accessed their PURL landing page.
- Dashboard access fee. You will have real time access to the results of your PURL campaigns through an interactive online dashboard. PURL campaigns are active for 90 days enabling you to track the results at any time.
PURLs are a tremendous solution to improving your direct mail response. Please contact us today to learn more about our PURL solution. |
