Personal URL's (PURLS)

What is a Personal URL?

Personal URL’s (PURLS) is the device which facilitates the creation of personal web sites for each and every one of your customers and prospects. These personal web sites can be customised using text, images, video or audio specifically targeting content, offers and communications to the individual, relative to the information you have on your database about each individual.

The PURL uses the same proven principles used in direct mail where the data held on each intended recipient is used to personalise and customize mailings, the key difference being the PURL enables us to personalise and customise a micro site for each individual.

Personal URL (PURL) marketing provides a solution which closes the loop between direct mail, and online communications with prospects or customers

How can PURL’s be used?

PURL’s are proving to be a very effective driver of response when used in association with direct mail or email. Across these channels the PURL is published within the mailings and directs respondents to a customised point of destination, this point of destination can take the form of a single landing page, an enquiry page, or a full micro site.

How do campaigns using PURL’s work?

The direct mail or email campaign is supplemented with a unique microsite or landing page for each person or company in your mailing list. Your mailings will direct potential customers to visit a PURL which will use the following format, http://Firstname.Lastname.YourDomain.com .

This microsite hosted on the PURL will be personalized and customised relative to what you currently know about the person. So for example a credit card company would customise the site relative to the type of card the person currently has, through colour and images, and relative to the spending behaviour, using text.
Sites can also include interactive content which is customised relative to the visitor’s interaction with the content. So in the above example if the card holder indicated on a survey form, on the initial page of the site that they also hold a 2nd card of a competitor, the submission page of the form would introduce

All interactions across the PULs are recorded which provides rich insights at an individual level, using these insights future campaigns/sales calls can then be tailored to drive engagement through relevant dialogue which delivers quality response and sales.

What do PURLS deliver?

When used as the key response mechanic within an email or direct mail campaign PURL will:

• Significantly improved response rates (we have seen uplifts of 4x)
• Generate a deeper understanding of your customers and prospects needs
• Generate and despatch qualified, real-time leads to sales teams
• Track and measure campaign responses in real-time
• Deliver an expanded offer, and an opportunity to explain, in detail, how the offer benefits the prospect who responds
• Provide a personal micro site for each member of your database which can be used as ongoing device to conduct a customised dialogue with the record. So the PURL is not just relevant to single campaign activity.