11 Ways to Perk Up Your pURL Strategy
4. Tailor Offers to Your Demographic
“Like any other direct response tool, knowing your list and knowing your demographics just allows you to do more,” Riley advised. For example, she said if you are selling an automobile and you know your prospect is looking at a certain price range, you can only have media on the landing page that’s relevant to that range of vehicles. “Once you’ve successfully driven people to the website, you can do a bigger, customized, personalized sale. You can customize the pURLs against the list and have the graphics and the video and the audio change per user,” Riley explained.
5. Integrate Trigger Marketing
“It’s really about integrating the pURLs into a cross-media marketing strategy: Being able to set automated e-mail follow-ups on a timed basis to reach out to people in different ways based on information you know about them,” Longacre said. Both lifecycle and seasonal triggers are great opportunities for personalization. “If you’re talking to a new mom and you’re presenting new-mom merchandise and content, and you marry that with that particular customer’s transactional experience—that you as a direct marketer have—that’s golden,” Haggin explained. He added key calendar holidays can be used to tie in seasonally appropriate merchandise to personal transaction histories for a powerful combination that meets prospects’ gift-giving obligations.
6. Capture Rogue Response
Be sure to set up an option to capture and track those prospects who may lose track of the mail piece, but still want to respond or qualify for your offer. Longacre suggested a gURL, or general URL, tied into the campaign. “So let’s say the pURLs are johnsmith.toyotabuybackoffer.com, there would also be a general URL set up at toyotabuybackoffer.com … and it wouldn’t be personalized, but they’d still be able to submit their information and qualify for the offer,” he said.