Most direct marketers are aware the use of personalized URLs (pURLs) can generate explosive campaign results. However, the common misconception is pURLs is a magic potion…. “POOF” and it will generate the results you want.
The truth is, pURLs are more like a bomb… if not handled with care, it will go “BOOM!” and blow your campaign into chunks of wasted effort.
On Demand Expo newsletter published an article exploring the common mistakes to avoid when using pURLs in your campaigns…
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Personalized URLs are not a made-to-order magic trick you can buy from the store and immediately get results for your business.
Like all marketing tools you use, personalized URLs require you to:
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think about a strategy for reaching your different customer segments
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plan on integrating your ‘magic’ personalized URLs with current media
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make a conscious effort to follow through on each message you send.
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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 [...]
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Tom baker wrote about how Personal URLs could be a “purple cow” for agencies.
He made some relevant points which I highlight below.
1) Personal URLs make your direct mail piece unique (something people have never seen before in your marketing)
2) Personal URLs help maximize your marketing dollar (Especially important in today’s economic climate)
3) Per the DMA, more people prefer to respond to a direct mail piece online (you should to as this gives you better and immediate response)
4) Personal URLs gives your customers/ prospects a better “experience”
Read the full article: http://www.allbusiness.com/marketing-advertising/marketing-advertising/11472197-1.html
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What are Personalized URLS?
Personalized URLs, or Personal URLs are webpages with a unique identifier tied to them. Typically they take the form of www.yourwebpage.com/Firstname.Lastname or firstname.lastname.yourwebpage.com.
They allow you to more effectively segment and target different propects/ customers in a datalist. For example a campaign by Virgin could be narrowed by customers that use their travel, [...]
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