Confirm addresses, product preferences and other information using online surveys from self-qualified visitors to their PURLs.
Pre-populate fields with the information already in your records to increase the ease and likelihood of a response. Offer an incentive to further boost response rates; this is particularly effective if information is needed to fulfill a request (such as confirming a shipping address for a gift or other requested item).
In our experience, the accuracy of our mailing list, as measured by undeliverable mail, was twice halved using PURL survey forms.
Before PURLs, measuring the effectiveness of direct marketing campaigns was difficult at best.
The marketing adage “I know half of my promotional efforts are effective, I just don’t know which half” epitomizes the dilemma. Using PURLs as a component of your campaign can help you identify which half is which.
PURLs provide accurate, detailed results by capturing who visited their personalized website (a self-qualified lead), specific pages viewed, links clicked and information entered. Reports and leads can be automatically (and instantaneously) produced and sent.
Dynamic Emails can be automatically generated and distributed according to preset rules.
Content in dynamic email responses can be based on both real-time activity (boxes checked, links clicked, or info entered online), as well as preexisting information in your database (such as purchase histories, relevant marketing and demographic segmentation).
Activity on a PURL may generate more than one email, such as a sample request that sends an order confirmation to the customer, a requisition to shipping, and a lead to your marketing department. Just like content, the distribution for each email can be determined by both real-time activity and preexisting information. Notification of who visited a PURL and what was of interest to them can be sent to the relevant salesperson, product manager, or other steak-holder (we couldn’t resist the pun).
Multiple Touches in a Single Campaign.
It’s a marketing truism that a message has to be viewed an average of 3 times for it to be remembered.
All 3 impressions can be achieved in a single multichannel campaign – mailer, website & email – and if a fulfillment activity is included, that’s a fourth touch. It’s also easier to multi-task a single creative concept for different channels than it is to develop three or more coordinated concepts for a single channel.