This gives companies the ability to tier their customers based on their activity and interaction with the campaign, then brand and market to those consumers based on their level of interaction.
2. Put This Project on the Front Burner
The way technology moves, we can assume that PURLs will become commonplace at some point. The benefit of initiating PURLs now is that when everybody else is doing it, you'll be doing it better, having already established a feedback loop between yourself and your customers. They'll already understand your business meets them with the best offers, personalized to their needs. That's the beauty of PURLs.
Indeed, many marketers believe that you can't wait too long. "One day everyone will be doing PURLs," asserts Mike Robinson, vice president of Performance Direct Marketing. The days of prospects being freaked out by prepopulating forms on a website are gone. For a big PURL campaign for a major newspaper, for example, he encountered very few complaints.
Robinson also mentions the recent Direct Marketing Association statistic: 42 percent of people who respond to a direct mail offer would rather respond online. "That's just online. Add a PURL, and you're talking even higher," Robinson predicts.
3. Explain That PURLs are a Tactic, Not a Strategy
"We view PURLs as a tactic, not a strategy," states Neil Feinstein, director of brand and creative strategy at True North, a marketing agency. "PURLs allow marketers to get hyperpersonal, thus generating higher response rates. So for us, the typical strategy around PURLs is hyperpersonalization."
For example, if the objective is to increase sales from existing customers, the strategy would be to use the information in the database to hypersonalize communications so the message is more meaningful to the recipient, describes Feinstein. And as we all know, relevance increases response. In this case, the tactic could be to use PURLs to create that hypersonalized experience on a landing page.