PURLs – Powerful Web-based Lead-gen Tool

As a marketing professional, you know that the internet has dramatically changed the way companies promote and sell their products.

Consumers have more access to more information and are more comfortable completing transactions online than ever before. A study by the Direct Marketing Association found that people overwhelmingly prefer to go online to “check out” a company or product before responding.

However, this has also created a challenge. Your website analytics report can provide you with all sorts of traffic data, but it can’t tell you WHO is going to your website.

That is where Personalized URLs (PURLs) provide a solution.

What’s a PURL?

PURLs are a relatively new technology that links your database with digital print and email communications, and drives them to a personalized web-based platform that provides respondents with an interactive, one-to-one communication experience.

Features & Advantages

Some of the key advantages of PURLs:

o You know WHO is responding
o Additional information can be collected to further enhance your database
o All communications, including the web pages, are personalized
o You can combine both direct mail and email to enhance response rates
o You can include survey questions to help score the quality of the leads
o You can automate future communications to nurture the leads
o You can automatically direct the respondents to your website for additional information
o Response activities are captured in real-time through an online dashboard
o Response information can be immediately forwarded to sales staff for timely follow-up calls

Best Practices

However, it is also important to know that great technology won’t overcome poor direct marketing planning or tactics. For a PURL to be successful, it is important to follow direct marketing best practices, which include:

o Make sure the database is accurate and complete
o Make sure the “offer” is relevant and valuable
o Include a strong call-to-action
o Plan an integrated, multi-media approach to lift response rates
o Make sure the promoted brand is strong and well supported.

For a hands-on demonstration of this incredible marketing tool, go to the personalized URL sent to you either by mail or by email.

Respondents will receive a FREE whitepaper on Demand Generation Tactics.

If you didn’t receive an invitation to participate in the demonstration, you can go to http://www.dmcpurldemo.com/invite and participate in a generic version of the program.

Give it a try. It’s FUN!