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.
11. Find the Most Suitable Vendor
When selecting a vendor, be sure to get a big-picture idea of your needs and the provider’s capabilities. “If you need help on design, creative and copy—you want to make sure the vendor has those capabilities. Obviously, some companies are more full-service than others,” Longacre explained. He also advised asking for a vendor’s campaign history, case studies, testimonials and samples of the reporting interface. Riley, who purchases services, agreed the reporting is a key factor in vendor selection. “Make sure the reporting that you get is going to satisfy whether or not you are going to need to re-test,” she concluded.
(This article originally appeared in the July 2008 issue of Inside Direct Mail, a sister publication of Print Professional. For more information, visit www.insidedirectmail.com.)