PURLs: Precious.
Studies show that nearly 33% of direct mail recipients prefer to respond online. And you can bet that number is growing. After all, it's much more convenient to hop on the computer than fill out a Business Reply Card and mail. Now, imagine making your direct mail’s call-to-action a personalized URL: "John, to find out more, please visit www.john.sample.promo-offer.com". When John visits, he gets a special web landing page that campaigns with your print direct mail piece — and can also contain the same variable images and text to suit John’s interests. Result? John gets relevant content that's engaging and meaningful. You get the opportunity to survey John, capture his email address, track his activity, or execute any number of other tactics made possible on the web. And the moment John responds, a notification can be automatically and immediately routed to a designated salesperson or department of your choosing. Then you can follow up, make assessments, using comprehensive reports that detail response rates, visitor patterns, and more. This is true multiple-media strategy — making two powerful response channels work together to manage and increase your responses.
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