Printing and binding, graphic arts, advertising design, we cover it all. Please send your questions, submissions or comments. We are designers, artists, creators, publishers and crafts-people who love our art. Printing is here to stay, and is effective when done right, books, brochures, variable data, direct mail, offset printing, digital printing, web printing, we do all, and we do it right and on time.
Wednesday, May 30, 2012
Why use pURL's
Why Marketers Should Use PURLs
by Jason Hornik, contributing writer, Inside Direct Mail Weekly
Consumers are most likely to pay attention to messages that speak to them personally. Personalized URLs deliver just that. Adopting pURLs as a marketing tool can make every message more relevant to each recipient. Used optimally, they help sellers approach behavioral targeting both online and in the mailstream.
Personalized URLs, which combine dynamic online page building with two-way data streams, are unique Web addresses that include customized information such as a target’s name or user ID.
Customers and prospects who log onto their own pURLs see content served specifically to them based on prior behavior, life stages, segmentation, demographics and any other data a company may have.
As consumers view products, read, play videos, browse, click and purchase online, their activities are fed back into the marketer’s data pool. This new intelligence can be used to make subsequent communication even more pertinent.
Though data is still preliminary in this field, response rates for direct mail with pURLs are reportedly up to 5 percent, versus typical industry averages of 2 percent to 3 percent. Additionally, site visitors who use a pURL tend to stay engaged longer and have higher conversion rates. The more marketers know about customers, the more they can deliver messaging that causes them to act. Therefore, pURLs create a feedback loop that benefits marketers and customers alike.
If pURLs sound enticing to you, take these steps to discover their value:
1. Focus on analytics.
Many services are springing up that offer marketers the ability to customize URLs for prospects and customers, but be sure the back-end analytics are also state of the art. For p-URLs to work, there must be a feedback loop between driving transactions and improving data, and they must be leveraged intelligently with your goals and metrics in mind.
2. Put this project on the front burner.
The way technology moves, we can assume that pURLs will become commonplace at some point. The benefit of initiating pURLs now is that when everybody else is doing it, you’ll be doing it better, having already established a feedback loop between yourself and your customers. They'll already understand that your business meets them with the best offers, personalized to their needs. That’s the beauty of pURLs.
Subscribe to:
Post Comments (Atom)
Unveiling the Artistry of Dye Sublimation Printing
In the ever-evolving realm of printing technologies, dye sublimation stands out as a captivating and versatile method that has revolutionize...
-
googlee240825ac8ce37f6.html
-
Renewing your resources is just as important as reusing your products. Paper and advertising on paper lets you do both.
-
Is Direct Mail Marketing Still Effective In This Internet Age? From streetdirectory.com/etoday If you are an advertiser, you may wonder if d...
Hello. Interesting article about PURLs.
ReplyDeleteSincerely,
Machinery Europe