Shannon Webber, PR Specialist
The world of marketing is definitely going through some changes these days. Companies are greatly reducing, or eliminating direct marketing campaigns altogether, because impersonal “blind sends” aren’t bringing the results. Attempts to reach a wide variety of clients with one generic message are no longer the norm. Audiences are savvier than ever before and want to feel that those communicating with them are doing so in a personalized way. Not only is the message important, the way it is delivered is as well. A great solution is using a Personalized URL campaign, or a PURL.
You may have heard the term PURL tossed around, but what is it really? In a nutshell, PURL campaigns enable marketing teams to continually fuel the pipeline with faster, more measure results for sales by reaching out to customers in a way that is more personal than a generic email or postcard.
The respondent receives a message that includes a personalized URL that directs them to provide an online response. The minute someone responds, a trigger is set to provide an automatic follow-up email to the respondent. This also allows the sales team to react immediately to leads, which means no more cold calling! All online activities are tracked, which means marketing efforts can be really fine-tuned to meet the needs of the campaign.
The good news is that PURL campaigns are completely customizable and landing pages have measureable results. Typically, the response rate lifts at least 2X when using relevant messaging in a PURL campaign. Users can also obtain real-time campaign performance measurement and lead distribution to further customize their campaigns.
PURL campaigns can be used in a number of ways: PR/media relations, ad campaigns, direct marketing, e-marketing, pre-conference/trade show promos, Webinars, and virtually any type of demand generation initiative. They are affordable, adaptable to any marketing campaign, and can be created in seconds. Best of all, they help you get the greatest return on your objectives—and investment.