11 Ways to Perk Up Your pURL Strategy
1. Start With Squeaky-Clean Lists
First, be sure to update and validate your mailing list. Then, Longacre suggested choosing the appearance of the pURLs—all capitalized, all lowercase, first name and last name—and checking that your pURLs’ appearance is consistent with your data file. “Some names will be missing fields; some will have them combined together, or combined with Mr. and Mrs. If the pURLs are too long or unwieldy, you are defeating the whole purpose of making it easy for people to respond,” he warned.
2. Design Mailers to Push Prospects Online
Depending on the product or service you’re selling, you may not need to keep the design of the mailer and the landing page identical. “They have two different functions; the function of the mail piece is to catch the prospect’s eye in the mailbox and drive him or her to the Web. Once you get [the prospect] to the Web, the function of the site is to make the sale,” instructed Karen Riley, president and owner of Mt. Kisco, New York–based direct marketing firm, The MDI Group. “You have to find a way to entice and reveal that they’re going to get much more information once they get to the website.” Riley cited a pURL used for a magazine subscription offer, where the mail piece incentivized with cost savings, and the landing page flaunted the editorial content.
3. Use Web 2.0 Wisely
“The job today is to drive people online where there is an opportunity to enhance the experience, so prospects can make more informed purchase decisions faster,” Haggin noted. Using video, audio and other features, marketers can build up the sales experience for the user. “Video, demos and testimonials—stuff you can’t do on a static page—that’s the killer application where offline meets online,” he continued. Meanwhile, Riley mentioned a pURL campaign selling insurance card covers, where Web 2.0 bells and whistles weren’t necessary to sell the commodity item and the down-and-dirty
approach worked best.