Direct Mail Solutions -pURLs
Make the Response Rate Jump!
Direct mail has typically warranted a response rate of anywhere between 1-2%. Recent advances in variable printing technology, however, are helping mailers to realize a sizable surge in this percentage. The X-factor? A simple, cost-effective investment called "pURL".
A pURL (personalized URL) is a customized landing page tailored to each recipient that can become your company's chief entry portal to the online marketing world. By combining direct mail with pURLs, e-mail and other relevant variables, your company may see response rates shoot to upwards of 6-8%.
The Mailworks offers to print your unique pURL on every mail piece your company sends through us. When your customer receives the mail, they are invited (and if desired, incentivized) to visit your site. As soon as they type theirpURL into a web browser, you will be electronically notified of which individuals have responded to your offer. This creates an innovative tracking process that provides you valuable insight as to which direct mail recipients are most interested in your mailings, and which are not (yet). The more you know about these patterns, the better you can allocate your company's funds to keep current customers, and revamp marketing to attract new ones (in, say, a separate demographic).
pURL campaigns also generally warrant a much higher R.O.I. because you are providing customers with new and more convenient methods of communication. Traditional direct mail requires your recipients to pick up the phone, send in reply mail, or hit 'submit' on a generic web page in order for you to know that they were interested. Research shows that a rapidly growing amount of recipients wish to respond to their direct mail online. Many have caught onto this trend, but think that a generic landing page for response is enough. However, consider how many recipients might visit your page, browse the content, consider coming back later, and forget. With a pURL, you know that they have visited even if they don't hit the submit button. You can then take the initiative to reach out to them again. You take control of the response rate instead of leaving it up to chance.
More knowledge, more insight, better business. A pURL is a true gem!