5 Things You Need to Know About Personalized URLs
It's like when personalization became a hot trend; people went overboard and every other word, STEVE, was your name, STEVE. It didn't kid anyone into believing that the message was more personalized, STEVE, just because you inserted my name, STEVE, a few times throughout the package.
2. What about digital printing postcards versus inkjet DM pieces for catalogs? What are response rates for B-to-C versus B-to-B?
Goodman: Personally, I think the quality of digital printing is superior to most inkjet printing efforts—although recently I have seen a few amazing examples. Again, I think it's about how you use the strategy of a PURL—whether in B-to-B or B-to-C, people do like to see their names attached to a website. And, if upon arrival from sheer curiosity alone their names are used in a fun and innovative way, you'll continue to peak their curiosity to keep on clicking.
But I can't stress enough that this is not a magic bullet. Great response comes from truly digging deep into the business problem, identifying key insights to help position the product in a way that will be most appealing to a specific target audience, and then creating a direct marketing creative solution that will have maximum appeal to that audience.
List and offer play a huge part in that matrix. The PURL, when used appropriately, can help create lift.
3. You said the PURL was getting response for 3-4 months—does this mean recipients keept the physical mail pieces for that long?
Goodman: Exactly! We mailed targets the first time with a unique domain name and PURL for our first product offering; 45 days later, we mailed the second product offer with a different domain name and PURL. So we know that when recipients visited their PURL, we knew to which campaign they were responding. Each campaign had a long response tail ... and we're still counting!