11 Ways to Perk Up Your pURL Strategy
10. Adjust Metrics to Accommodate pURLs
Most importantly, pURLs can be very profitable. “Your response is good, but your ROI is even better,” Riley remarked. Longacre reported response lifts ranging from 10 percent to 15 percent and as high as 500 percent when using direct mail pURLs. To weigh its benefits, marketers must also account for the pURLs’ costs. “It’s important in such a campaign to hold out a no-mail control group and a no-pURL control group and measure incremental lifts from such a tactic,” said Haggin, who added that it’s crucial to amortize the costs of the pURL deployment among the pURL population of recipients and take that higher cost into consideration when measuring ROI on the response. By his account, response rate multiplied by average order size should beget a margin greater than your cost.
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