A preview from our latest personalized URL strategy article:
One of the jobs of any marketing professional is to make sure that the explosions generated by any marketing campaign are controlled and kept to a minimum. Everyone wants an “explosion of customer interest”, but no one wants a “firestorm of customer complaints” or an “eruption of angry salespeople” that you may get when adopting a process and technology that is new, or untested to your specific market.
Over the last few years, personalized URLs have been hailed as the “big bang” of direct marketing. With personalized URLs, you give users the impression that you created the entire marketing campaign just for them. After sending the direct mail or email campaign with the recipient’s personalized URL splashed in big font across the marketing piece, the marketer sits back expecting a tremendous response to the campaign, but the only loud noise you hear is the growling stomachs of a sales department hungry for real leads.
Many marketers have been in this situation. They’ve seen the statistics and they’ve heard the vendor pitches; ‘personalized URLs boost response by 30%’, so what went wrong?
In most cases, the strategy for using personalized URL marketing was lacking. Industry analyst Heidi Tolliver-Nigro recently talked about this at her blog, she says,
“I think one of the reasons so many personalized URL applications bomb is because there isn’t enough thought put into how well the offer is matched to the recipient, whether it’s relevant to the recipient, and whether personalized URLs are the right response mechanism for this campaign in the first place.”
From “Guaranteeing the success of personalized URLs” – The Digital Nirvana
To get a preview of the entire article before we release it publicly. Email: L2marketing@L2soft.com
Tweet this Post:
I confirm. BUT: The dialog-strategy is very important and the key to success in using PURL-Marketing. The recipients of the campaigns are the critically factor X. One of the tasks and the main effect of a PURL-campaign is to prevent wasting of time with non-prospects - filtering the “nuggets”. A good PURL-campaign divided the real prospects from non-customers.
We do PURL-Marketing in Germany since 2007. In Germany the market of PURL-Marketing is very new. But we can confirm the high response rates, too.
Our company is called FLYMINT and the system we use is named DIALOGTOOL.
We use PURL-Marketing especially to support sales departements in all kind of companies.
Did you got samples of good PURL-campaigns?
Kind regards,
Holger