The Power of Personalization

Marketing experts agree that when you personalize a marketing message, you increase its effectiveness. That’s why PURLs (personalized URLs, like www.joedoe.specialoffer.com) now play a key role in many marketing programs.

When you key in your PURL, you’re sent directly to your own personalized landing page where the marketer and the recipient interact on a one-to-one basis.

Thanks to this high level of individualized attention and prospect engagement, PURLs produce results. In fact, PURLs can increase direct mail response rates from the typical 0.5% to 2% range to a 3% to 5% range. And personalized landing pages can convert up to 50 percent of all visitors into leads, versus the 5% rate for generic websites.

In addition to this valuable one to one communication, personalized landing pages track responses to capture valuable information about your prospects. The confidentiality and personalization they offer encourages individuals to share more details than they would at a general website, a process that builds relationships and trust.

The result is a database full of information and insights you can use to make the next interaction with the prospect even more targeted, personalized – and successful.

Also, PURLs drive cross-channel integration, helping you deliver a consistent brand message that nevertheless reaches each person on an individualized level. It’s a “best of both worlds” solution.

Most importantly, technological advances in areas like variable data printing make the PURL approach a very cost-effective option, even for marketers on tight budgets. So if you’re looking to add a huge amount of value to your next direct mail or email program, consider adding PURLs.

Contact us at Allegra Okemos if you would like more information on integrating PURLs into your next marketing effort at (517) 333-0713.