The average American is presented with over 5,000 marketing messages every day. These messages come in all different forms; some being types of direct marketing while others are indirect. Companies invest large sums of money creating their marketing plans in order to win the attention of potential business. How does a marketing message intrigue a consumer, separating it from the thousands of others they will see that day? It could be a number of factors such as design, location, phrase, uniqueness etc. What if the marketing message was personalized? Would that captivate the consumer?
Personalized URL (Purl) marketing involves sending a potential customer a personalized message and web address using the recipient's name. Purls are commonly done through direct mail and have been proven to be a very effective way to market. There are a number of reasons why Purls work well for small businesses. Some of the benefits of Purls are their personalized nature and relevancy to each recipient, improved response rates, and it enables a company to start developing an email list for future marketing. Personalized and relevant information is what consumers are looking for and distinguishes the marketing ad from the thousands seen daily. Typically, the response rate for direct mail marketing is around 2%. Purl-direct marketing has been proven to increase the response rate significantly, especially in the case of Internet marketing companies.
The initial step for companies using Purl marketing is direct mailing. Once a mailing list is acquired a company can begin the design of their Purl. The Purl has one common theme for each letter, the only difference being the personalized URL and the recipient's name that is shown. This strategy can be used for a variety of different companies. Once the recipient visits their Purl they are greeted with a welcome page, addressing them by their name. Contact information of the company is given to the recipient on this page as well. In some cases the Purl will ask the customer to complete a brief survey or to leave their email address in order to receive more information about the company. In a recent case study a company conducted Purl-direct mail marketing. The company's response rate previously for direct mail was 2.3%. After using Purl, the company's response rate increased to 5.6% over the next three months, creating a percentage increase in response rate of over 140%.. Additionally, the company received 95 email addresses, which doubled the total of their previous email list. The case study is a prime example of how effective Purl-direct mail marketing can be for a business.
Personalized URL (Purl) marketing involves sending a potential customer a personalized message and web address using the recipient's name. Purls are commonly done through direct mail and have been proven to be a very effective way to market. There are a number of reasons why Purls work well for small businesses. Some of the benefits of Purls are their personalized nature and relevancy to each recipient, improved response rates, and it enables a company to start developing an email list for future marketing. Personalized and relevant information is what consumers are looking for and distinguishes the marketing ad from the thousands seen daily. Typically, the response rate for direct mail marketing is around 2%. Purl-direct marketing has been proven to increase the response rate significantly, especially in the case of Internet marketing companies.
The initial step for companies using Purl marketing is direct mailing. Once a mailing list is acquired a company can begin the design of their Purl. The Purl has one common theme for each letter, the only difference being the personalized URL and the recipient's name that is shown. This strategy can be used for a variety of different companies. Once the recipient visits their Purl they are greeted with a welcome page, addressing them by their name. Contact information of the company is given to the recipient on this page as well. In some cases the Purl will ask the customer to complete a brief survey or to leave their email address in order to receive more information about the company. In a recent case study a company conducted Purl-direct mail marketing. The company's response rate previously for direct mail was 2.3%. After using Purl, the company's response rate increased to 5.6% over the next three months, creating a percentage increase in response rate of over 140%.. Additionally, the company received 95 email addresses, which doubled the total of their previous email list. The case study is a prime example of how effective Purl-direct mail marketing can be for a business.
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