Today, direct marketers know that an integrated campaign, using multiple channels, is a more effective campaign. In a stressed economic age that's full of prospects less willing to spend, to donate, to sign up, they need each other. And while closely coordinated direct mail and email campaigns are both popular and successful today, perhaps the most effective demonstrations of the offline-online marriage are personalized URL (PURL) campaigns.
This "marriage" is thoroughly explored in the direct marketing industry's "only recent report about personalized URLs," DirectMarketingIQ's: "PURLs for Profit - Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies." Just published, click here to find out more.
So, what kinds of marketers are PURLs best suited for?
"Any [marketer] looking to engage with their customers uniquely, or those who have access to a database for a marketing campaign," says Shawn Burst, founder of Dukky, a custom landing page and analytics software platform. "Any type of organization who has a membership, higher education, service providers, any organization with a sales force," answers Crystal Uppercue, marketing manager at direct marketing services provider EU Services.
Besides the detailed case studies you can delve into later in the report—including such industries as financial services, fundraising, retail, colleges, conferences restaurant and software—here are four contrasting examples of how marketers have used PURL campaigns to drive action:
1. Increase membership
A museum sought to increase its membership base, so it created a member profile and bought an appropriate mailing list. Then it sent a PURL mail piece to each of these prospective members, asking each respondent to log into their PURLs to give information on their favorite kinds of art in exchange for a sweepstakes entry to win a free museum membership for the year. By the end of the campaign, the museum had a top-notch pre-qualified list of prospects for future direct mailings, plus email addresses to lower the cost of future contacts.