PURLs for Profit by Direct Marketing IQ

Author:Direct Marketing IQ
Language: eng
Format: mobi
Publisher: Direct Marketing IQ
Published: 2011-03-22T14:00:00+00:00

In Most Cases, Test: To account for the PURLs’ costs and measure its potential benefit, marketers are also advised to run a classic test.

In Some (Smaller) Cases, Do Not Test: For cross-media campaigns with a small universe and well-parsed data, holding out a control group can be statistically questionable.

Tracking Is Key: Tracking your prospects and how they’re responding, such as what part of the landing page they’re using, is fundamental to PURL success. It’s what sets up lead nurturing programs and up-sell opportunities.

Tracking Can Extend to Social Media: You can also track the social and true influence all users who shared, sharing activity of specific sites, and more.

PURLs Can Have a Long Response Tail: Prospects may visit/revisit their PURL months after a direct mail piece landed, so marketers and companies must prepare the landing page for such a “conversation” by updating with new products, for example.

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