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Britt Brouse
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Multichannel Mailers Help Track Results
Auto dealers use personalized URLs (PURLS) to capture and further qualify leads. Including a PURL on a mail piece, Benedict explained, can drive the prospect online to a personalized Web page populated with his or her detailed auto history. The prospect is then prompted to answer a few simple questions about his or her interests in new vehicles, and this information is sent on to the dealership. When the salesperson at the dealership is notified of the prospect’s action online, he or she can make a sales call, equipped with the prospect’s full list of needs.
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Britt Brouse
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