GURLs, CURLs, and PURLs

So, why are some of us still reluctant to use PURLs as an ingredient in our direct marketing mix. Does it not generate higher response rates than GURLs or CURLs ? Is it not cost efficient? Implementation is difficult and time consuming? If you nodded and/or answered “yes” to any of these questions, you probably haven’t done your homework.

There has been sufficient proof that PURLs generate higher response rates than GURLs and CURLs do… Google it! Yes, personalization does come with a price tag, but it may not be as costly as you think. The key is to consider other alternatives before committing to “out of the box” solutions. Do some research on SaaS (software as a service) solutions… they are more likely to be more cost and resource efficient.

I strongly believe the true barrier is the perception that implementing PURLs is difficult and time consuming. Perceptions are not always true. There are solutions that enable users to quickly implement PURLs into their direct marketing initiatives with very little effort. What I am speaking of is not a myth. Take a few minutes and check out the clip below and witness how PURLs can be created and published in just minutes. Just a side note, the presenter (Doug) did this on his laptop, while waiting to tee off at the 16^th hole. 

(don’t be too concerned with all the technicality, this is just an example of how easy and quick PURLs can be implemented)

For general definitions of GURLs, CURLs and PURLs, check out the Insight Forums

Will V.