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pURLs – Not your mother's jewelry
Communicating one-on-one with your audience is essential. Driving them to a personal Web site further enhances your marketing effectiveness.
You've heard about this new era of marketing – and may have received a postcard inviting you to visit your own personalized Web site – but you may not be sure how to use it to achieve your goals. Call it "multi-channel"… "cross-channel"… "integrated"… whatever buzzword you want to apply – there's a better way to impact your audience, and if you're doing the same old things, you're falling behind.
By definition a "pURL" is a personalized URL. Basically, this marketing approach utilizes state-of-the-art technology that allows you to send a "one-to-one" or variable postcard to your prospective audience, inviting them to visit a Web site that's equally personal. For instance, Susie Schwartz would be directed to susieschwartz@relevantname.com, with the actual URL being something specifically related to your organization.
So why is this important?
First, statistics prove that adding a person's name to a mailing piece increases response rates. Directing audience members to their unique Web site that recognizes them with a personalized greeting further lifts results.
Second, you – the savvy marketing professional – are immediately notified when someone visits his/her individual site, which gives you the opportunity to follow up quickly by email or a phone call. That enhances the potential of converting prospects into revenue.
Third, you are able to verify or update visitors' information such as their current e-mail addresses. Plus, you can ask a handful of survey questions designed to acquire more details that allow you to have specific conversations about individual's needs and intentions.
Basically, pURLs allow you to engage prospects in a meaningful online dialogue about their preferences in regard to your organization. For instance, a nonprofit would want to learn how much your mission resonates with a recipient, while an association would want to gain a better understanding of potential members' needs. You receive immediate feedback, which eliminates the "send and wonder" restraint of typical direct mail.
While pearls long have been one of the seas' most desired assets, pURLs are becoming one of a marketer's most treasured tools.
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