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Anyone working in the field of direct marketing and direct mail today has a feeling where things are headed: Smarter targeting, more data-driven communication and increased personalization. Yes, the technology and the data are better than ever, but prospects now demand such treatment if they are going to respond to your mail.
What's the key tool, today and in the future, to deliver such treatment? Personalized URLs (PURLs), for all kinds of companies—merchandisers, retailers, fundraisers, magazines, financial services, insurance companies, colleges, etc.
In the recent webinar p-URLs of Wisdom: 3 Personalized URL Case Studies that I hosted for DirectMarketingIQ, attendees flooded me and the speakers—Carolyn Goodman, president and creative director of Goodman Marketing Partners, and Joe Petrucci, president of WayBetter Marketing—with questions at the end of the session.
The questions reflected the high interest in using PURLs in direct mail campaigns. But because they are relatively new on direct mail, many marketers are unsure exactly how to run a PURL campaign.
Here were some of those questions asked, and which the award-winning creative director Goodman was happy to take on (most refer to her case study on the PURL campaign for public jazz station KCSM-FM in San Francisco):
1. What is the most effective location of a PURL message on a direct mail piece (front/back, top/bottom) and how important is the font?
Goodman: I truly believe the "magic" of a PURL is the combination of simplification of the message, utilization of a creative format that showcases that PURL and the use of a targeted list. The font needs to be legible, but tie in with your overall brand graphics and the look and feel of the piece. Just slapping a PURL in place of an existing URL or m-URL will not increase response, per se.
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Secrets of Direct Marketing Testing
PURLs for Profit