An increasingly important component of direct marketing campaigns are personalized landing pages (PURLs).
Have you ever received a piece of junk mail or an email addressed to “valued customer” or some other generic greeting? The impersonal nature of being asked for your business from a company that hasn’t bothered to learn your name doesn’t exactly inspire you to continue down the sales funnel, does it? Personalized landing pages are utilized with this experience in mind, and are a solution for avoiding it when your current and potential customers interact with you online.
With PURLs, you automatically generate a custom landing page for each recipient, usually with a web address that includes their name or some other personal information. When they visit their PURL, the page is customized with their name, contact information, or other information based on the offer and the campaign.
REAL-TIME TRACKING FOR IMMEDIATE FOLLOW-UP
Not only does a PURL offer your recipients an effective way to respond, it also gives you the ability to do real time tracking. So as soon as someone clicks on the link, or types their PURL into their computer, you know who responded … and you can see exactly what they’re doing as they’re doing it. It can also be immediately routed to your salesperson for follow-up.
Using PURLS as a response channel gives you the ability to follow up in a timely basis to secure more business. Whether you’re a B2B, B2C, or nonprofit organization, PURLs allow you to create a more personalized response mechanism for your direct mail and email campaigns.