11 Ways to Perk Up Your pURL Strategy
Reap the benefits of personalized URLs by applying these best practices shared by expert marketers
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Britt Brouse
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8. Test pURL Campaigns Head-to-Head
Once you do have a winning pURL campaign, you can improve on it by testing on both the digital and printed sides. “If you want to do an A/B split test, you can clone your campaign and use slightly different variations of copy or images,” Longacre suggested. Also, testing a pURL postcard campaign can be very inexpensive, added Riley. “We dropped a postcard in the mail, and we did it with one of the less expensive engines … so our cost per name was really inexpensive and it was a house list, so it was a really cheap test. The most expensive part about it was the creative. In that respect, it really beat forecasts,” she said.
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