PURL Marketing
Direct mail of various kinds finds its way into our homes and offices on a seemingly daily basis. Although they come in a range of different formats and flavours, these media have but one objective: to stir the heart of the recipient and urge them to act. However, this objective isn't achieved unless the direct mail is actually opened.
For this reason, advertisers need to employ forms of expression that "resonate" with the recipient. It may, for example, incorporate a gimmick of some kind designed to surprise the recipient, or it may be designed with impact in mind.
But what direct mail requires above all else is carefully considered design based on an appreciation of the target audience.
Personalised URL Marketing
Personalised URL Marketing provides a powerful online response channel for direct mail.
Most direct mail campaigns neglect the large percentage of recipients who prefer to respond online. Sending them to a same-to-all corporate web site just isn't good enough for today's web-savvy audience. Personalised URL Marketing engages these highly valuable prospects with their own VIP landing pages.
A personalised URL is a web address that incorporates the recipient's name. For example:
www.ChristopherColumbus.MyNewWorld.com
Personalised URL Marketing is the technique of adding such a web address as one of the response channels on a direct mail piece and following it up with highly targeted VIP landing pages. When Christopher visits his personalised landing pages, he finds exactly the information he expects based on the direct mail piece. He stays engaged and interested longer. He is more likely to buy.
The activity of each respondent is tracked and reported. Leads are automatically sent to the sales team for immediate follow-up.
Get two powerful media, direct mail and internet, working together.
- Improve direct mail response rates
- Provide relevant content in response to preferences
- Engage responders in more meaningful dialogue
The internet changed everything.
It changed the way buyers buy and sellers sell. It's changing the role of direct mail. According to a recent DMA study, one out of three direct mail recipients prefers to respond online.
Baseline can now link the impact-power of direct mail with the interactive capabilities of the Internet.
The result?
The conversion of direct mail recipients into qualified, educated prospects and valued customers.
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