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.
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.
9. Advertise Your Security Measures
Have a security boiler plate ready to promote the integrity of your software to clients. If you are purchasing the service as a middleman, the vendor will be able to provide the information to you. In addition, requiring a unique ID login to activate a pURL can make prospects feel safer. “Marketers can include any personal information this person would know already, such as their phone number or their e-mail address. Used in combination with a unique ID, you can ensure that not only is this the correct person, but they have the mail piece sitting in their hand in order to proceed,” Longacre described.