2. Prequalify prospect lists
A marketer hoped to pre-qualify its in-house prospect list so its sales presentations would be more effective. A PURL campaign was created that offered prospects a free gift, but in order to get that gift, prospects had to log into their PURLs and complete a survey that asked them to name the most challenging aspects of their businesses. Armed with this information, the marketer's team of sales professionals were able to deliver much stronger follow-up presentations and increase conversion rates.
3. Cross-sell relevant products
A bank had been successful in getting many new customers, but most of them were unaware of its full product offerings. To bolster the cross-sell opportunities, the bank formed a PURL program that targeted existing customers and urged a dialogue on their PURLs about relevant products, including a survey that would trigger cross-sell product opportunities.
4. Acquire/renew subscribers and generate leads for advertisers
In working with a magazine publisher, copywriter Ruth Sheldon describes a direct mail letter that contains a PURL. "Most prospects find it hard to resist," she admits. "Imagine ignoring an address like http://FirstNameLastName.freemagazine.com no matter how jaded your prospect is."
This particular PURL site can collect real-time information, including an email address so that further valuable communication can take place online with potential subscribers. The data from these PURLs is useful beyond acquiring and renewing subscribers, as Sheldon says it can help generate more ad revenue for publishers by offering advertisers the names of opt-in subscribers.
"It can be a win/win for the advertiser (with names of prospects who want to hear from them), publishers (who can now offer advertisers added value) and for subscribers (who want more personalized offerings and free merchandise)," she describes.
Ethan Boldt is the chief content officer of DirectMarketingIQ, which operates as the research division in the Target Marketing Group. The "PURLs for Profit" report is available for $47 and can be purchased in the DMIQ bookstore. Ethan can be reached at email@example.com.