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What is a PURL?
A PURL or a Personalized URL is a web address which is generated from a mail list that contains the recipients name (e.g., JohnSample.MyOnlineReply.com). When the recipient visits his Personalized Web Address, he's visiting a customized Landing Page built specifically to support the direct mail piece he holds in his hands. |
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What are the benefits of PURLs?
• Increased Response | Lift response rates at least 2x
typically
• Highly targeted | Reach respondents with variable data
and images
• Creative Opportunity | Appeal to segments
• Multi-media marketing | Integrate and expand the direct
mail message or offer
• Track & Manage | Capture real-time respondent activity
• One-to-one communication | Builds relationships and
creates loyalty
• Instant Measurable results | Analysis for future campaigns
• Actionable results | Drive customers to your website and
physical locations
• Sales Opportunity | Route leads to sales representatives
for
immediate follow up
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| How do PURL Landing Pages work? |
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A direct mail piece invites the prospect to visit the Landing Page.
The Landing Page entices the prospect to register or find out more information about the offer, product, or service.
The Questionnaire Page captures information relative to a specific campaign. Based on the
prospect's answers, a lead can be distributed to the appropriate interaction center for a follow-up call.
The Registration Page captures or confirms profile information about the prospect (e.g., address, phone, email).
A Thank You Page is then displayed to the prospect where more information about the product or service is available (e.g. white papers, online product demonstrations, and so on). |
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How does a PURL Landing Page increase the effectiveness of my traditional direct marketing?
A PURL allows the client to tailor a specific offer to the prospect by using information gathered from the survey function on what the prospect values, this takes the intuition and guesswork out of the of the offer formulation and should increase conversion rates while improving the ROI.
If you wish to continue communication with the prospect, Tribune Direct provides the tools to continue communication via personalized email, thus reducing the cost of ongoing communication by leveraging email as a cost-effective communication channel. |
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