11 Ways to Perk Up Your pURL Strategy
7. Track and Learn From Customer Behavior
“Everything should be tracked. What’s nice about this technology is you can see every page that people visit, any responses they give, how long they’re there and how many times they log on,” commented Longacre. Not only can marketers track all of these variables, but they are able to receive all of this data in real time. “Direct mailers, prior to this [technology], sometimes have had to wait days, if not weeks, to get their data from the fulfillment houses about the response to the direct mail,” he continued. As pURLs become more popular, service providers are perfecting their tracking technologies. “There are tools and methods available to measure and optimize pURL performance, and it’s new and evolving. We’re doing it now, and a year from now, it’ll be that much more advanced,” Haggin said.
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