Win Customers’ Hearts and Affection: Give pURLs

If your marketing has lost its luster and response rates have fallen flat, try wooing audiences back with a targeted pURL campaign.

Online Street Address

URL stands for Uniform Resource Locator, which is most easily thought of as the “street address” for information on the internet for websites and links. For example, http://www.tconpoint.com/transaction-coordinator is the URL for this integrated real estate marketing blog.

“P” is for Personal

A pURL is a web page or site that has been personalized to a singular individual, using demographic or other “variable” data you’ve collected (or purchased) about them. Variable data can include age, education level, income, family size, or similar information.

Seamless Integration

pURL marketing combines data-driven direct mail with targeted electronic mail. Messages drive recipients to a personalized “landing” page that’s been painstakingly designed to “convert” visitors by eliciting a specific action, such as clicking, buying or downloading something, or filling out a form.

Why pURLs Shine

Marketers who use pURLs often swear by them, because of benefits that can include:

• Greater user engagement–people naturally find their own names irresistible.
• Higher response rates and conversions–marketers reported an average improvement of 35% for (multi-channel) campaigns using print, email and web landing pages, according to one InfoTrends study.
• Increased credibility and trust–variable data personalization breaks down barriers to conversion by giving readers the impression you understand their needs and interests.

The Wisdom of pURLs

Follow these time-tested guidelines for ensuring pURL marketing success:

• Apply landing page best practices: Short, direct headline; simple uncluttered layout; clear unambiguous offer; thoughtful use of white space.

• Maximize relevance. Work with your list expert to pre-populate mailer variable-data fields with reader-relevant images and copy. If you sell work boots and coveralls, show farmhands or construction workers. Not ten-year olds in tutus.

• Keep URLs simple. Email recipients can click through to a pURL. Customers who get direct mail must key in the address. Use the shortest possible URL you can.

• Shorten (and soften) the CTA. Keep your call to action at 6 to 10 words. Use terms like “Try it Now” or “Enter” instead of “Buy” or “Add to Cart” to pre-empt commitment fears and early buyer’s remorse.

​With the aid of an experienced list management and personalization partner, pURLs can provide meaningful, long-lasting, one-to-one connections.

Transaction Coordinator

Transaction Coordinator